Your basic guide to generic top level domain names
The Internet is no longer simply a means of communication and information; today it is driving social trends, and if you have a business website, you would be familiar with the importance of gaining online visibility in the vast digital space.
Take your web domain name for example. Does it end with .com, .net, or .org? Or have you made the transition to a more innovative nomenclature that will strike easy recognition with your target audience? Yes, generic top level names (gTLDs) have become important for branding, finding your target market, and standing apart from your competition.
You can apply to create and operate gTLD domains if you are a public or private organisation that meets the operational, financial and technical requirements of running a registry, along with certain additional requirements. Once your application is sent in, independent, third party experts will evaluate it against the outlined criteria and guidelines. Upon clearing the evaluation process, you will be required to execute a registry agreement with ICANN and pass technical pre-delegation tests, after which the new gTLD will be delegated to the root zone.
Alternatively, you can look for a digital partner with expertise in managing domains. For example, SLAM Strategy is a leading Internet marketing company that helps businesses build brands and manage various aspects of digital strategy. All aspects involving gTLD domains are undertaken by a specialist company like SLAM – from filing to managing gTLD and leveraging brand equity in the process.
Experience the gTLD edge
Businesses, entrepreneurs and communities are using gTLD domains of choice to reach out to their target audience and control how their brand appears online. It is an effective means of building a stable online brand and standing apart from the competition. You can also expect to generate income through second-level agreements and registrations with distributers, suppliers and other partners.
Understand the risks involved
The benefits of owning generic top level domain names are many, but it is important that you take into consideration the following factors:
• Investment – The costs for evaluation and subsequent operation of registry can be quite high, and as a business, you must have sufficient financial depth for three years.
• Staffing – Running a registry requires a certain technical expertise, and you would require investing both in terms of money and trust.
• Competition – It is possible that there are similar gTLDs in your area of business operation. You need to take into account that a unique gTLD increases your chances of standing apart from your rivals.
Digital strategist companies like SLAM Strategy make the process even simpler for businesses by managing their domain while ensuring a sound return of investment. While there are standard protocols in launching gTLD domains, a deeper understanding of the business’ requirements and target audience can create the right strategy for maximising online visibility and converting online visits to actual sales, all achievable in a cost effective manner.