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New gTLDs Gain Momentum in the Search Environment Details

New gTLDs Gain Momentum in the Search Environment Details


As hundreds of new domain extensions entered the market in 2014, one question was on everyone’s mind: how would they perform in search? After tracking and comparing search results for nearly a year and a half, a recent search engine marketing study found compelling evidence that new gTLDs are converting at a much higher rate than .COM.

This data confirms early indications of just how effective new gTLDs can be for businesses and brand owners looking to drive traffic to their websites. The study tracked similar .COM and new gTLD domain names for 16 months and found the conversion rate of .COM decreased 21 percent while the new gTLD increased 2 percent. Not only has the conversion rate of .COM hit an all time low, it also cost more to advertise using a .COM than a new domain extension.

Source: (October 19, 2015)

There is no doubt that keyword rich terms play a pivotal role in boosting search results, so it is only natural that domain names with descriptive words – both before and after the dot – perform well in search.

These search metrics explain why marketers love the creative naming options that new gTLDs offer. Descriptive extensions such as .EVENTS, .GOLF, .FINANCE and .CATERING stand out from the crowd and allow brands to better tell the world who they are and what they do. Additionally, consumers instantly recognize and understand these keywords, which allows them to better find the products and services they need.

It is also encouraging to us that Google has established itself as a key player in the new domain expansion, or not-com revolution as we call it. The tech savvy company understands the search environment as well as anybody and has invested heavily in new gTLDs such as .APP.

Even though Donuts bet on the hypothesis that new gTLDs would be superior to their legacy counterparts by virtually every measure, we could not be sure how new extensions would perform in search until users got ahold of them. The results are now clear: domain names that are keyword rich before and after the dot are a winning formula in the search environment.