Adrian Kinderis: Will Google’s new gTLD Sort Of Com’s higher, why?

Tuesday, March 13th 2012. | Internet News

Google logo, wallpaperIn a blog post today Adrian Kinderis of ARI Registry Services makes the argument that new gTLD’s will rank higher .com domain names on Google.

In full disclosure Mr. Kinderis company ARI is providing backend services for new gTLD’s, but that doesn’t mean his comments are wrong or his argument is flawed

Here are some of his comments from his post:

“”Will a new TLD web address automatically be favored by Google over a .com equivalent”

“Quite simply, yes it will.”

“The more I research, the more I have no doubt that a new TLD address will trump its .com equivalent. And here’s why.”

Why will Google prefer .anything over .com?

“We can partly answer this question by observing the way search engines like Google handle information contained right of the dot (.com, .info, .biz, etc.).”

“The basis of good search results is having the ability to present the most useful and relevant information in ascending order. An easy first step in this process is an assessment of the TLD the website is located within. We know this currently occurs because you can see search engine preferences to .edu websites for educational search topics, likewise with .gov websites for government related search topics.”

“Google bases its results on what it believes the intent was behind a search. For example if you type in ‘Nike’, Google assumes it’s more likely that you’re looking for the Nike website versus a shop that sells Nike runners (it’s a clever machine). So for searches where intent is clear, brands that own a .brand will have extra weighting behind them and are likely to rank higher.”

“Where I actually believe new top-level domains will have the biggest impact is with what the search industry calls ‘domain name bias’ (aka website credibility). This is when a web user chooses to click on one domain name in the search results over another because it looks more trustworthy.”

“In Australia, internet users have become biased towards .com.au domain names because they’ve learnt they’ll end up on a site that belongs to an Australian business. The same applies with .co.uk, so I’m sure users will become biased towards other TLDs if they’re taught it contains trustworthy and relevant content.”

“A research report by Microsoft found end users have learned to trust some domains over others. The report states that, “Viewing content on the internet as products, domains have emerged as brands. And users have developed such fierce brand loyalty that their clicks are tainted by domains.”

“Ultimately, the big question is: will car.insurance rank higher than carinsurance.com (for example)? All the evidence suggest 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. That is where the real winners will come from in the new TLD program.”

:It’s here I remind marketers that buying a new TLD isn’t just about buying a key word to the right of the dot – it is about buying an entire slice of the internet. So whilst a new TLD provides clear Google ranking benefits and domain name bias, a first class content strategy to underpin a new TLD will help even more.”

“Define a target market, create credible content for your new TLD community and the Google results will follow.”

“More importantly though, it seems the credibility and trust that comes with a TLD is invaluable. Whilst behavior change takes time, internet users do learn to acknowledge the credible content under TLDs and this can only be of advantage to new TLD applicants.”

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