Feeds

Google: No SEO boost from vanity top-level domain grab

Registry smacked down for gTLD boast

Secure remote control for conventional and virtual desktops

Google has denied that companies will be able to get a search engine ranking boost by obtaining new vanity top-level domain names from ICANN.

The company's webspam guru, Matt Cutts, said this week that organisations "shouldn't register a TLD in the mistaken belief that you'll get some sort of boost in search engine rankings."

He was responding on his Google+ page to an op ed written by Adrian Kinderis, CEO of ARI Registry Services, one of several domain registry companies hoping to make a killing helping companies apply for and run their own branded or keyword gTLD.

"Will a new TLD web address automatically be favoured by Google over a .com equivalent?" Kinderis wrote in an Australian marketing magazine. "Quite simply, yes it will."

He based this opinion on the fact that Google already looks at keywords in domain names in its ranking algorithms and the promise that owning a gTLD will give companies the chance to build clean, authoritative name spaces, which Google likes.

Google's algorithms are known to already consider the TLD in some cases. Searchers in the UK are more likely to see results with .co.uk addresses, for example. But whether this will extend to non-geographic gTLDs is, or was, open to question.

Domain name policy-maker ICANN is accepting applications for new gTLDs, until 12 April – and expects to receive over 1,000 in total. As well as branded suffixes, companies are expected to apply for keyword domains related to their industries, such as .phone or .fashion.

"Will car.insurance rank higher than carinsurance.com (for example)?" Kinderis wrote. "All the evidence suggests the answer is yes, provided that the .insurance namespace builds value and perhaps verification into its space to ensure it is a signpost for good, trusted and authoritative content."

Domain name registries and consultants have been pushing the new gTLD concept to sceptical companies partly in the belief that a keyword after the dot might be good for search engine optimisation.

Cutts has now raised a big question about the accuracy of that expectation.

"Google will attempt to rank new TLDs appropriately, but I don't expect a new TLD to get any kind of initial preference over .com," he wrote, "and I wouldn't bet on that happening in the long term either."

"If you want to register an entirely new TLD for other reasons, that's your choice, but you shouldn't register a TLD in the mistaken belief that you'll get some sort of boost in search engine rankings," he added.

Cutts' statement was read into the record in full by Google manager Jordyn Buchanan during a public forum at ICANN's open meeting in San Jose, Costa Rica this week.

Kinderis, in response, suggested that Cutts may not have considered his argument in its entirety and said he stood by his opinion. ®

Gartner critical capabilities for enterprise endpoint backup

More from The Register

next story
UK fuzz want PINCODES on ALL mobile phones
Met Police calls for mandatory passwords on all new mobes
Canadian ISP Shaw falls over with 'routing' sickness
How sure are you of cloud computing now?
Don't call it throttling: Ericsson 'priority' tech gives users their own slice of spectrum
Actually it's a nifty trick - at least you'll pay for what you get
Three floats Jolla in Hong Kong: Says Sailfish is '3rd option'
Network throws hat into ring with Linux-powered handsets
Fifteen zero days found in hacker router comp romp
Four routers rooted in SOHOpelessly Broken challenge
New Sprint CEO says he will lower axe on staff – but prices come first
'Very disruptive' new rates to be revealed next week
US TV stations bowl sueball directly at FCC's spectrum mega-sale
Broadcasters upset about coverage and cost as they shift up and down the dials
Trans-Pacific: Google spaffs cash on FAST undersea packet-flinging
One of 6 backers for new 60 Tbps cable to hook US to Japan
Tech city types developing 'Google Glass for the blind' app
An app and service where other people 'see' for you
UK mobile coverage is BETTER than EVER, networks tell Ofcom
Regulator swallows this line and parrots it back out at us. What are they playing at?
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.