The Value of New TLDs, Gimmicks, Parasites, Branding and More!

Kingdom of Internetovia Image via Flickr

Once upon a time, in the fun and mystical world of Internetovia, your domain name was everything. All around the world, people bowed down to the almighty .coms. Huge auction battles littered the landscape. Mighty Internet titans waged bidding wars for what everybody thought to be as the Internet Holy Grails.

Thus traders, pirates and merchants all flocked like birds to get to the top level domain of choice in the race for Internet supremacy. Feasts were held when the big merchant barons from the West finally conquered these for mind boggling prices. They were, for all intents and purposes, the digital gold that paupers and dreamers can only salivate over. Some, simply squatted over them.

But today, a new tide has come. It's the day and age of the new TLDs. As sturdy as .rocks, as expensive as an .attorney, as organized as .corsica and as daunting as .loans, there were in all, more than 400 of them, according to the wizards from the Internet Corporation for Assigned Names and Numbers (ICANN).

The list of top selling and most expensive domains from Business Insider.

sex.com	13,000,000	2010
fund.com	9,999,950	2008
porn.com	9,500,000	2007
diamond.com	7,500,000	2006
slots.com	5,500,000	2010
toys.com	5,100,000	2009
clothes.com	4,900,000	2008
candy.com	3,000,000	2009
vodka.com	3,000,000	2006
shopping.de	2,858,945	2008
creditcards.com	2,750,000	2004
social.com	2,600,000	2004
investing.com	2,450,000	2012
computer.com	2,100,000	2007
seniors.com	1,800,000	2007
fly.com	1,760,000	2009
dating.com	1,750,000	2010
auction.com	1,700,000	2009
datarecovery.com	1,659,000	2008
ticket.com	1,525,000	2009
cameras.com	1,500,000	2006
russia.com	1,500,000	2009
tandberg.com	1,500,000	2007

So I asked for the wisdom that could only be found in the island of MyBlogU. I gathered some chicken bones (after I ate the chickens), played some Josh Groban in the background and sipped a potent cup of coffee. 

The questions

1. Do you think they have any SEO or branding value? 
2. If yes, do you think that they are worth the steep prices? 
3. Next up, have you bought one of them? 
4. How do you think this would impact the whole landscape of SEO, Google rankings and the general content marketing space? 
5. Finally, do you have one already or are planning to get one? 

* This is a bonus question, answer only if you feel like it - Do you think that these new tlds makes "domaining" or buying and selling domains - quite obsolete?

* Disclosure: I currently control MetroManila.rentals since we have a rental property in Metro Manila.

First up is our dear friend Phil Turner.

To me the new TLDs are almost entirely a marketing gimmick that is totally worthless in terms of search results. They might have some branding value for a new business but I have not seen a single website built on one of these domains, either on the Web or in search results. I think people are generally very slow in accepting new domain names and do not think these are going to catch on. The only people talking them up are the people selling them and the ones whò have bought them with the aim of selling them on for profit

Personally I think people who buy domains with the aim of sitting on them for years and later selling them are parasites and the Web would be a better place if the practice was outlawed.

Phil Turner | Blue Orchard Group

I think most people would still type .com. Plus smart phones have the button for .com Unless you have a .com version, all those other variants are bad for branding...

Anna Fox | Hire Bloggers

Hey Danny,

I don't know...I had learned about a few of these in the beginning of this year. Honestly, they just seem so weird. Some of them are great - like .photo, while others are just downright stupid (Stupid is subjective of course...In this case, I am mostly referring to the large TLDs).

Really, who is going to type .download (this one isn't so bad, many of the bigger ones are just brand names; I am not going name anyone specifically).

SEO Value? Sure. But, it's upto search engines (Knowing that Google has applied for many of the TLDs, I would say that they are taking that into consideration).

But, I doubt how much of an effect it would have - would be weird of the top sites of any niche were outranked by a brand new TLD domain (i.e. top photography blogs being replaced by .photo domains).

That would certainly drive up the prices for these domains (it's expensive as it is).

Right now, I don't think it's worth it (unless you are just investing; domain flipping). But, that also depends upon several factors, such as users adopting these new TLDs (people are lazy as it is, imagine if they had to type 20 alphabets to get to a website).

I don't plan to get one; perhaps in the future (also depends on how search engines take this into account). I am however interested in domain flipping (I haven't sold any, but it's an interesting prospect to consider, relate estate in domains!).

Anyways, great qn, Danny!

Jeevan Jacob John | Daring Blogger

Point Well Taken

Well, I agree with most of the points raised by Phil and Anna. They both have sound basis, especially since we've seen that domains aren't necessarily the basis for credibility/authority or high SERP rankings. In this regard, let's take a look at the Internet's most expensive .com domains and see how their owners have used them. Maybe in this way, we'll see whether the purchase price of these domains were justified.

The methodology I would be using would be basic Alexa global site ranking, which however inconclusive, is a good starting point since they've been around for a long time.

Most expensive .com domain 2014 status and global alexa ranking

Domain	Value	Year	2014 Status	Global Alexa Ranking
sex.com	13,000,000	2010	Active	1,350
fund.com	9,999,950	2008	Down with Message	867,528
porn.com	9,500,000	2007	Active	827
diamond.com	7,500,000	2006	Active	501,792
slots.com	5,500,000	2010	Active	1,007,440
toys.com	5,100,000	2009	Active	725,564
clothes.com	4,900,000	2008	redirect > zappos.com	942,667
candy.com	3,000,000	2009	Active	182,769
vodka.com	3,000,000	2006	> russianstandardvodka.com	3,360,057
shopping.de	2,858,945	2008	Active	101,016
creditcards.com	2,750,000	2004	Active	14,197
social.com	2,600,000	2004	> salesforcemarketingcloud.com	152,618
investing.com	2,450,000	2012	Active	1,114
computer.com	2,100,000	2007	Parked	1,306,238
seniors.com	1,800,000	2007	Active	4,712,859
fly.com	1,760,000	2009	Active	22,555
dating.com	1,750,000	2010	> skipthegames.com	157,144
auction.com	1,700,000	2009	Active	15,305
datarecovery.com	1,659,000	2008	Active	636,982
ticket.com	1,525,000	2009	404	1,447,405
cameras.com	1,500,000	2006	Parked	1,677,686
russia.com	1,500,000	2009	Parked	867,905
tandberg.com	1,500,000	2007	> cisco.com	10,114,746

As we can see, a significant portion of these domains are either redirects or parked. There's a few which have a 404 status. Most are still active though, but if we compare them to brand name sites in the same niche, the expensive domain really pales in comparison.

Tentatively, these expensive .coms are basically like a glorified vanity plate.

Thanks to Vanity Plate Maker for this

Comparing top expensive domains with popular sites in the same niche using Global Alexa Ranking

	GAR	vs		GAR
sex.com	1,350		pornhub.com	71
porn.com	827		youporn.com	122
			redtube.com	108
			xvideos.com	41

Comparing most expensive domain name sites with popular sites in the same niche using Google trends

Do forgive the rather crass examples. The most expensive domain is easier to compare to its "less famous" cousins.  Note that in the Google trend line graph, xvideos is almost at the same level as sex.com. Moreover, exemption must be made when you take into consideration the media capital of sex.com's purchase. Suffice to say, the absurd price for the domain is still being talked about now.

Absent any SEO tools at our disposal, it is still safe to say that the branding value of a domain trumps the actual domain. Domain type-ins are negligible since chrome and most of the other browsers most often auto fill the address field.

Which brings us back to the question: Are the new TLD's worth buying into?

I'm not an SEO practitioner and I tend to disregard most SEO parameters (to my disadvantage). I sometimes read the more interesting articles. Because, if I were a Google search engineer, this is exactly how I'd like people to act.

I'd want writers and illustrators to be creative, I'd want lawyers to write, well, "lawyer-ly" blogs, I'd want people to find exactly what they need. But of course, that's just me.

The new TLDs, in my own humble opinion and maybe a little against the current flow of the conversation, imparts that branding value.

In a way, domains still have that power and they're going to play an important role. For instance, one will very seldom find a .edu domain controlled by an Internet marketer rather than a real educational institution. A better example is that it would be atrocious to find a .gov domain for a fictitious country.

(Though dannyville.gov sounds awfully enticing)

Anyone up for mesothelioma.attorney?

At this early stage, I'm not aware of the registration requirements for getting the domain mesothelioma.attorney. But if I controlled the registration process, I'd have people who want to register the domain to submit pertinent professional identification.

Draconian, maybe. But they're already applying the same restrictions to .edu and .gov domains.

Yes, they may be considered as vanity urls, but they have that distinct branding value which I think is more important today when we see a lot of keyword domain name .coms out there topping google searches.

Full list of new TLDs

AAA 

AARP 

ABARTH 

ABB 

ABBOTT 

ABBVIE 

ABC 

ABLE 

ABOGADO 

ABUDHABI 

ACADEMY 

ACCENTURE 

ACCOUNTANT 

ACCOUNTANTS 

ACER 

ACO 

ACTIVE 

ACTOR 

ADAC 

ADS 

ADULT 

AEG 

AETNA 

AFAMILYCOMPANY 

AFL 

AFRICA 

AFRICAMAGIC 

AGAKHAN 

AGENCY 

AIG 

AIGO 

AIRBUS 

AIRFORCE 

AIRTEL 

AKDN 

ALCON 

ALFAROMEO 

ALIBABA 

ALIPAY 

ALLFINANZ 

ALLFINANZBERATER 

ALLFINANZBERATUNG 

ALLSTATE 

ALLY 

ALSACE 

ALSTOM 

AMAZON 

AMERICANEXPRESS 

AMERICANFAMILY 

AMEX 

AMFAM 

AMICA 

AMP 

AMSTERDAM 

ANALYTICS 

AND 

ANDROID 

ANQUAN 

ANSONS 

ANTHEM 

ANTIVIRUS 

ANZ 

AOL 

APARTMENTS 

APP 

APPLE 

AQUARELLE 

AQUITAINE 

ARAB 

ARAMCO 

ARCHI 

ARCHITECT 

ARE 

ARMY 

ART 

ARTE 

ASDA 

ASSOCIATES 

ASTRIUM 

ATHLETA 

ATTORNEY 

AUCTION 

AUDI 

AUDIBLE 

AUDIO 

AUSPOST 

AUTHOR 

AUTO 

AUTOINSURANCE 

AUTOS 

AVERY 

AVIANCA 

AWS 

AXA 

AXIS 

AZURE 

BABY 

BAIDU 

BANAMEX 

BANANAREPUBLIC 

BAND 

BANK 

BANQUE 

BAR 

BARCELONA 

BARCLAYCARD 

BARCLAYS 

BAREFOOT 

BARGAINS 

BASEBALL 

BASKETBALL 

BAUHAUS 

BAYERN 

BBB 

BBC 

BBT 

BBVA 

BCG 

BCN 

BEATS 

BEAUTY 

BEER 

BEKNOWN 

BENTLEY 

BERLIN 

BEST 

BESTBUY 

BET 

BHARTI 

BIBLE 

BID 

BIKE 

BING 

BINGO 

BIO 

BLACK 

BLACKFRIDAY 

BLANCO 

BLOCKBUSTER 

BLOG 

BLOOMBERG 

BLOOMINGDALES 

BLUE 

BMS 

BMW 

BNL 

BNPPARIBAS 

BOATS 

BOEHRINGER 

BOFA 

BOM 

BOND 

BOO 

BOOK 

BOOKING 

BOOTS 

BOSCH 

BOSTIK 

BOSTON 

BOT 

BOUTIQUE 

BOX 

BRADESCO 

BRIDGESTONE 

BROADWAY 

BROKER 

BROTHER 

BRUSSELS 

BUDAPEST 

BUGATTI 

BUICK 

BUILD 

BUILDERS 

BUSINESS 

BUY 

BUZZ 

BWAY 

BZH 

CAB 

CADILLAC 

CAFE 

CAL 

CALL 

CALVINKLEIN 

CAM 

CAMERA 

CAMP 

CANALPLUS 

CANCERRESEARCH 

CANON 

CAPETOWN 

CAPITAL 

CAPITALONE 

CAR 

CARAVAN 

CARDS 

CARE 

CAREER 

CAREERS 

CAREMORE 

CARINSURANCE 

CARS 

CARTIER 

CASA 

CASE 

CASEIH 

CASH 

CASHBACKBONUS 

CASINO 

CATALONIA 

CATERING 

CATHOLIC 

CBA 

CBN 

CBRE 

CBS 

CEB 

CENTER 

CEO 

CERN 

CFA 

CFD 

CHANEL 

CHANGIAIRPORT 

CHANNEL 

CHARITY 

CHARTIS 

CHASE 

CHAT 

CHATR 

CHEAP 

CHESAPEAKE 

CHEVROLET 

CHEVY 

CHINTAI 

CHK

CHLOE 

CHRISTMAS 

CHROME 

CHRYSLER 

CHURCH 

CIALIS 

CIMB 

CIPRIANI 

CIRCLE 

CISCO 

CITADEL 

CITI 

CITIC 

CITY 

CITYEATS 

CLAIMS 

CLEANING 

CLICK 

CLINIC 

CLINIQUE 

CLOTHING 

CLOUD 

CLUB 

CLUBMED 

COACH 

CODES 

COFFEE 

COLLEGE 

COLOGNE 

COMCAST 

COMMBANK 

COMMUNITY 

COMPANY 

COMPARE 

COMPUTER 

COMSEC 

CONDOS 

CONNECTORS 

CONSTRUCTION 

CONSULTING 

CONTACT 

CONTRACTORS 

COOKING 

COOKINGCHANNEL 

COOL 

CORP 

CORSICA 

COUNTRY 

COUPON 

COUPONS 

COURSES 

CPA 

CREDIT 

CREDITCARD 

CREDITUNION 

CRICKET 

CROWN 

CRS 

CRUISE 

CRUISES 

CSC 

CUISINELLA 

CYMRU 

CYOU 

DABUR 

DAD 

DANCE 

DATA 

DATE 

DATING 

DATSUN 

DAY 

DCLK 

DDS 

DEAL 

DEALER 

DEALS 

DEGREE 

DELIVERY 

DELL 

DELMONTE 

DELOITTE 

DELTA 

DEMOCRAT 

DENTAL 

DENTIST 

DESI 

DESIGN 

DEUTSCHEPOST 

DEV 

DHL 

DIAMONDS 

DIET 

DIGIKEY 

DIGITAL 

DIRECT 

DIRECTORY 

DISCOUNT 

DISCOVER 

DISH 

DIY 

DNB 

DNP 

DOCOMO 

DOCS 

DOCTOR 

DODGE 

DOG 

DOHA 

DOMAINS 

DOOSAN 

DOT 

DOTAFRICA 

DOWNLOAD 

DRIVE 

DSTV 

DTV 

DUBAI 

DUCK 

DUNLOP 

DUNS 

DUPONT 

DURBAN 

DVAG 

DVR 

DWG 

EARTH 

EAT 

ECO 

ECOM 

EDEKA 

EDUCATION 

EMAIL 

EMERCK 

EMERSON 

ENERGY 

ENGINEER 

ENGINEERING 

ENTERPRISES 

EPOST 

EPSON 

EQUIPMENT 

ERICSSON 

ERNI 

ESQ 

EST 

ESTATE 

ESURANCE 

ETISALAT 

EUROVISION 

EUS 

EVENTS 

EVERBANK 

EXCHANGE 

EXPERT 

EXPOSED 

EXPRESS 

EXTRASPACE 

FAGE 

FAIL 

FAIRWINDS 

FAITH 

FAMILY 

FAN 

FANS 

FARM 

FARMERS 

FASHION 

FAST 

FEDEX 

FEEDBACK 

FERRARI 

FERRERO 

FIAT 

FIDELITY 

FIDO 

FILM 

FINAL 

FINANCE 

FINANCIAL 

FINANCIALAID 

FINISH 

FIRE 

FIRESTONE 

FIRMDALE 

FISH 

FISHING 

FIT 

FITNESS 

FLICKR 

FLIGHTS 

FLIR 

FLORIST 

FLOWERS 

FLS 

FLSMIDTH 

FLY 

FOO 

FOOD 

FOODNETWORK 

FOOTBALL 

FORD 

FOREX 

FORSALE 

FORUM 

FOUNDATION 

FOX 

FREE 

FRESENIUS 

FRL 

FROGANS 

FRONTDOOR 

FRONTIER 

FTR 

FUJITSU 

FUJIXEROX 

FUN 

FUND 

FURNITURE 

FUTBOL 

FYI 

GAL 

GALLERY 

GALLO 

GALLUP 

GAME 

GAMES 

GAP 

GARDEN 

GARNIER 

GAY 

GBIZ 

GCC 

GDN 

GEA 

GECOMPANY

GED 

GENT 

GENTING 

GEORGE 

GGEE 

GIFT 

GIFTS 

GIVES 

GIVING 

GLADE 

GLASS 

GLE 

GLEAN 

GLOBAL 

GLOBALX 

GLOBO 

GMAIL 

GMBH 

GMC 

GMO 

GMX 

GODADDY 

GOLD 

GOLDPOINT 

GOLF 

GOO 

GOODHANDS 

GOODYEAR 

GOOG 

GOOGLE 

GOP 

GOT 

GOTV 

GRAINGER 

GRAPHICS 

GRATIS 

GREE 

GREEN 

GRIPE 

GROCERY 

GROUP 

GUARDIAN 

GUARDIANLIFE 

GUARDIANMEDIA 

GUCCI 

GUGE 

GUIDE 

GUITARS 

GURU 

HAIR 

HALAL 

HAMBURG 

HANGOUT 

HAUS 

HBO 

HDFC 

HDFCBANK 

HEALTH 

HEALTHCARE 

HEART 

HEINZ 

HELP 

HELSINKI 

HERE 

HERMES 

HGTV 

HILTON 

HIPHOP 

HISAMITSU 

HITACHI 

HIV 

HKT 

HOCKEY 

HOLDINGS 

HOLIDAY 

HOME 

HOMEDEPOT 

HOMEGOODS 

HOMES 

HOMESENSE 

HONDA 

HONEYWELL 

HORSE 

HOSPITAL 

HOST 

HOSTING 

HOT 

HOTEIS 

HOTEL 

HOTELES 

HOTELS 

HOTMAIL 

HOUSE 

HOW 

HSBC 

HTC 

HUGHES 

HYATT 

HYUNDAI 

IBM 

ICBC 

ICE 

ICU 

IDN 

IEEE 

IFM 

IINET 

IKANO 

IMAMAT 

IMDB 

IMMO 

IMMOBILIEN 

INC 

INDIANS 

INDUSTRIES 

INFINITI 

INFOSYS 

INFY 

ING 

INK 

INSTITUTE 

INSURANCE 

INSURE 

INTEL 

INTERNATIONAL 

INTUIT 

INVESTMENTS 

IPIRANGA 

IRA 

IRISH 

ISELECT 

ISLAM 

ISMAILI 

IST 

ISTANBUL 

ITAU 

ITV 

IVECO 

IWC 

JAGUAR 

JAVA 

JCB 

JCP 

JEEP 

JETZT 

JEWELRY 

JIO 

JLC 

JLL 

JMP 

JNJ 

JOBURG 

JOT 

JOY 

JPMORGAN 

JPMORGANCHASE 

JPRS 

JUEGOS 

JUNIPER 

JUSTFORU 

KAUFEN 

KDDI 

KERASTASE 

KERRYHOTELS 

KERRYLOGISITICS 

KERRYPROPERTIES 

KETCHUP 

KFH 

KIA 

KID 

KIDS 

KIDS 

KIEHLS 

KIM 

KINDER 

KINDLE 

KITCHEN 

KIWI 

KOELN 

KOMATSU 

KONAMI 

KONE 

KOSHER 

KPMG 

KPN 

KRD 

KRED 

KSB 

KUOKGROUP 

KYKNET 

KYOTO 

LACAIXA 

LADBROKES 

LAMBORGHINI 

LAMER 

LANCASTER 

LANCIA 

LANCOME 

LAND 

LANDROVER 

LANXESS 

LASALLE 

LAT 

LATINO 

LATROBE 

LAW 

LAWYER 

LDS 

LEASE 

LECLERC 

LEFRAK 

LEGAL 

LEGO 

LEXUS 

LGBT 

LIAISON 

LIDL 

LIFE 

LIFEINSURANCE 

LIFESTYLE 

LIGHTING 

LIKE 

LILLY 

LIMITED 

LIMO 

LINCOLN 

LINDE 

LINK 

LIPSY 

LIVE 

LIVESTRONG 

LIVING 

LIXIL 

LLC 

LLP 

LOAN

LOANS 

LOCKER 

LOCUS 

LOFT 

LOL 

LONDON 

LOREAL 

LOTTE 

LOTTO 

LOVE 

LPL 

LPLFINANCIAL 

LTD 

LTDA 

LUNDBECK 

LUPIN 

LUXE 

LUXURY 

MACYS 

MADRID 

MAIF 

MAIL 

MAISON 

MAKEUP 

MAN 

MANAGEMENT 

MANGO 

MAP 

MARKET 

MARKETING 

MARKETS 

MARRIOTT 

MARSHALLS 

MASERATI 

MATRIX 

MATTEL 

MAYBELLINE 

MBA 

MCD 

MCDONALDS 

MCKINSEY 

MED 

MEDIA 

MEDICAL 

MEET 

MELBOURNE 

MEME 

MEMORIAL 

MEN 

MENU 

MEO 

MERCK 

MERCKMSD 

METLIFE 

MIAMI 

MICROSOFT 

MIH 

MII 

MINI 

MINT 

MIT 

MITEK 

MITSUBISHI 

MLB 

MLS 

MMA 

MNET 

MOBILE 

MOBILY 

MODA 

MOE 

MOI 

MOM 

MONASH 

MONEY 

MONSTER 

MONTBLANC 

MOPAR 

MORMON 

MORTGAGE 

MOSCOW 

MOTO 

MOTORCYCLES 

MOV 

MOVIE 

MOVISTAR 

MOZAIC 

MRMUSCLE 

MRPORTER 

MSD 

MTN 

MTPC 

MTR 

MULTICHOICE 

MUSIC 

MUTUAL 

MUTUALFUNDS 

MUTUELLE 

MZANSIMAGIC 

NAB 

NADEX 

NAGOYA 

NASPERS 

NATIONWIDE 

NATURA 

NAVY 

NBA 

NEC 

NETAPORTER 

NETBANK 

NETFLIX 

NETWORK 

NEUSTAR 

NEW 

NEWHOLLAND 

NEWS 

NEXT 

NEXTDIRECT 

NEXUS 

NFL 

NGO 

NHK 

NICO 

NIKE 

NIKON 

NINJA 

NISSAN 

NISSAY 

NOKIA 

NORTHLANDINSURANCE

NORTHWESTERNMUTUAL

NORTON 

NOW 

NOWRUZ 

NOWTV 

NRA 

NRW 

NTT 

NYC 

OBI 

OBSERVER 

OFF 

OFFICE 

OKINAWA 

OLAYAN 

OLAYANGROUP 

OLDNAVY 

OLLO 

OLYMPUS 

OMEGA 

ONE 

ONG 

ONL 

ONLINE 

ONYOURSIDE 

OOO 

OPEN 

ORACLE 

ORANGE 

ORGANIC 

ORIENTEXPRESS 

ORIGINS 

OSAKA 

OTSUKA 

OTT 

OVERHEIDNL 

OVH 

PAGE 

PAMPEREDCHEF 

PANASONIC 

PANERAI 

PARIS 

PARS 

PARTNERS 

PARTS 

PARTY 

PASSAGENS 

PATAGONIA 

PATCH 

PAY 

PAYU 

PCCW 

PERSIANGULF 

PET 

PETS 

PFIZER 

PHARMACY 

PHD 

PHILIPS 

PHONE 

PHOTO 

PHOTOGRAPHY 

PHOTOS 

PHYSIO 

PIAGET 

PICS 

PICTET 

PICTURES 

PID 

PIN 

PING 

PINK 

PIONEER 

PIPERLIME 

PITNEY 

PIZZA 

PLACE 

PLAY 

PLAYSTATION 

PLUMBING 

PLUS 

PNC 

POHL 

POKER 

POLITIE 

POLO 

PORN 

PRAMERICA 

PRAXI 

PRESS 

PRIME 

PROD 

PRODUCTIONS 

PROF 

PROGRESSIVE 

PROMO 

PROPERTIES 

PROPERTY 

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