Digital marketing opportunities abound for brands with new gTLDs

The coming launches of new gTLDs from the 800 or so brands that will launch over the next couple of years will change the internet dramatically. With changes to Google algorithms, cookies and high speed broadband becoming ubiquitous in many parts of the world, the online marketing website ClickZ looks at the changing domain name landscape.

Among the changes Jennifer Wolfe outlines in ClickZ is the recent change to the Google algorithm. Codenamed Hummingbird, the change means keywords are now no longer important, but that content across a site is. Now search with Google Wolfe writes will “behave more like people behave (i.e. the better the content the higher the ranking)” that will benefit marketers whose website has content.

Cookies have also changed Wolfe notes with “Microsoft, Facebook, Google and others ... quickly moving away from cookies and into their own technology to track consumers across platforms. This valuable data, of course, comes at a cost to advertisers.” And it will allow these companies to better monitor what their customers are doing on their websites.

The growth of high speed broadband will also provide further opportunities Wolfe believes, as not only will it “allow for the enhanced bandwidth needed to stream video and content that people want, but it will also support the ability to do more and create a more robust experience in the gTLD environment.”

Individual domain names will also grow with importance Wolfe says. “With so many transformative shifts, digital marketers need to take a holistic approach to search, content, social, mobile, data, access and integration. The gTLDs just add one more element to the equation while simultaneously providing a catalyst for creativity.”

And Wolfe concludes looking at the impact of gTLDs on search. Here she believes that with “the sheer scale and number of new top level domains entering the root of the internet coupled with Hummingbird's search for good content will mean that authentic domains in new TLDs related to their content and business category will likely rank higher in organic search.”

Wolfe gives the example of if you are a tennis or golf related business “and you provide dynamic, good, authentic content, then having a domain name in the .tennis or .golf extension may provide additional support and weight to what you are about and for what Hummingbird is searching. Because everyone is in .com right now, .com has no real meaning in terms of content in a world of thousands of top level domains.”

The complete article by Jennifer Wolfe, What Cookies, Hummingbird & gTLDs Mean for Digital Marketers in 2014, is available here.

Written by David Goldstein, Online Researcher and Consultant.