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Epiphany Search

Back in June 2011, ICANN – the organisation in charge of internet domain names – approved plans to give people the opportunity to create hundreds or thousands of new top level domains. For $185,000, businesses and organisations were given the opportunity to apply to run their own generic top level domain (gTLD).

Back in June 2011, ICANN – the organisation in charge of internet domain names – approved plans to give people the opportunity to create hundreds or thousands of new top level domains. For $185,000, businesses and organisations were given the opportunity to apply to run their own generic top level domain (gTLD).

Late last week, one of the big four professional services firms - Deloitte - announced that it applied to purchase the .deloitte top level domain. Heather Hancock, managing director of global brand and communications at DTTL, said:

Being a pioneering applicant for a TLD aligns with the Deloitte brand's positioning and marketplace presence as leader, innovator, and impact maker.

(http://goo.gl/HIBaM) Their main reasons for them applying for the domain:

  • Offer improved site accessibility and usability to Deloitte member firm clients, recruits, and others for an enhanced online experience.
  • Ensure that internal online activity and exchange of information among the company's employees is secure.
  • Improve defences against counterfeit operations that could harm the organisation's reputation, including "domain squatting". This is the action of purchasing a domain under the trademark of a brand with the intent to sell it back to the company at an inflated price.

Are there any SEO benefits?

  • The Google algorithm currently places no preference on particular top-level domains. It doesn't place any extra value to a .com domain compared to a .net domain.
  • It does however, use country specific TLDs as one method of delivering the most relevant content to users. It doesn't solely rely on this method as many country-specific TLDs (e.g.  .tv and .ly) are used despite of the country origin.

Let me know your thoughts, leave a comment below.