For a brand owner, having your brand name as the destination for your customers on the web is ideal. How much money do major corporations spend on branding, and how effective is Internet visibility? To me, it’s a no-brainer to brand yourself instead of a domain extension like .COM which has nothing to do with your brand. For a city, it’s a tremendous aid to tourism and local business, with great possibilities for civic initiatives. Another key advantage, if you keep your TLD clean (in other words, take steps to discourage warehousing, non-working sites, and template sites), is that search engines will pay attention. For instance, .NYC will be about New York City in a meaningful way, and if Google wants to deliver relevant searches (which it does), then it will favor the .NYC TLD when someone types in “nyc” or “new york city” or “manhattan” or any other New York-related term.
Thursday, June 11, 2009
Thinking about getting a gTLD - talk to Antony
Here's a nice interview with my brother, Antony Van Couvering, CEO of Minds+Machines, talking about gTLDs (generic Top-Level Domains), why you might want one, why they're useful, and giving you a good overview of what is involved.