Will dotMoney Be the Root Of All New gTLD Evil?

“Money, get away
Get a good job with more pay and you're OK.
Money, it's a gas
Grab that cash with both hands and make a stash.
New car, caviar, four star daydream,
Think I'll buy me a football team
Money get back
I'm all right Jack keep your hands off my stack.”

One of the most eagerly awaited new generic gTLDs hits the virtual shelves on the 12th March when our good friends Donuts launch dotMoney.  Whilst we've already seen the launch of dotFinance, dotInvestments and dotCash, the broad appeal of a dotMoney should see it outstrip other financial-focused gTLDs.

There are nearly a quarter of a million searches in the US alone each day using the keyword term “money”, with hundreds of thousands of results being served up. Any firm that wants to try and move up the search rankings may want to gain an advantage by using a .money TLD, especially where currently they use the keyword within the domain name.

However, none of the current top ten results based on natural search, served up by Google, actually feature the word money in the domain string.  Within that top ten are URLs such as www.time.com/money, www.twitter.com/money and www.money.cnn.com. What difference would the adoption of a dotMoney gTLD have for the likes of CNN and Twitter? The highest ranked website in natural rankings using the keyword “money” within the domain is the US-based online trading platform, www.money.net, whilst in the UK it is the popular www.moneysavingexpert.co.uk.

Using a specific, descriptive top level domain would certainly allow a community-based approach which would underline the view that NetNames has that the new gTLDs will ultimately lead to a fragmentation of the Internet into communities of interest.

Whilst the reasons to register a dotMoney for proactive purposes are clear to see, there is also a strong defensive purpose. Many brand holders involved in the financial services sector had the foresight of using Donuts rights protection mechanism, DPML that will automatically block the TLD.  For the remaining brand holders who are involved in the financial sector it could be prudent to secure registrations as soon as possible to avoid any third parties with malicious intent taking advantage of existing brand names through cyber squatting and ultimately damaging reputation, revenues and ultimately consumer confidence in a brand.  The registration of a dotMoney TLD is a small investment that could provide insurance coverage against the threat of phishing and fraud.

I will leave the final words to the legendary Pink Floyd:-

“Money, it's a crime
Share it fairly but don't take a slice of my pie.
Money, so they say
Is the root of all evil today”