We're hiring

We love digital - Call
03332 207 677
and say hello - Mon - Fri, 9am - 5pm

Call 03332 207 677

Stephen Logan

Why New Domain Extensions Create New Problems for Businesses

16th Aug 2011 News, Industry News 2 minutes to read

Domain NamesAny business wants to do everything it can to protect its brand identity, online and off. You don’t want others besmirching your good name or succeeding off the back of it.

This is why domain squatting became such huge business in the last decade. You could buy up any number of .com’s, .co.uk’s or anything else with a company’s name attached and wait for them to come and ask you for the rights. If they didn’t cough up, you could (theoretically at least) put whatever you wanted on that domain.

Thanks to tighter regulation and a number of high profile cases, this kind of deliberate domain squatting is dying out. However, it is far from extinct. Therefore, whenever a new type of generic top-level domain (gTLD) appears, businesses of all sizes need to make sure that they are fully covered once again.

This is particularly prevalent with the upcoming introduction of the .xxx gTLD. Here is an extension that has been developed with the sole purpose of ring fencing adult material. Therefore if somebody stumbles onto a site on this domain, it’s safe to say that they should be over the age of 18 to do so.

So what should a business do with .xxx? Should they buy up the equivalent domain(s) names to prevent others taking advantage or simply ignore it and hope nothing happens?

You’ve got to assume that there won’t be too many people typing in Tesco.xxx by accident, or specifically looking for illicit material. Equally, Google is unlikely to rank a .xxx site all that highly, particularly when compared with more established gTLDs. But there is still the very real risk that anybody could hijack a brand name and create any kind of site, if you don’t get there first of course.

Fox highlighted this dilemma in a recent post, in which it found brands like MTV and even the Red Cross have felt it necessary to invest in a domain designed for pornographic content. The purported $200 fee for purchasing the new gTLD isn’t a bank breaker, but it does obviously pose some significant moral and ethical issues – particularly for brands targeting younger audiences.

So should there be a Disney.xxx, a BBC.xxx or a Whitehouse.xxx? Fortunately through redirects, nobody needs to know. But it does create an unusual problem. Most new gTLDs tend to be rather generic and have no obvious connotations, which makes it an easy decision for most to buy up the domain. However, with .xxx scheduled for a full public roll-out in December, brands need to make up their mind soon on what they want to do.

Image Source

Domain Name Rubber Stamps via BigStock

Share this post

What do you think?

  • aspect-ratio google-adwords-analytics-attribution
    Conor Maurice

    Attribution 101: Google Analytics and AdWords

    In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.

    (more…)

    Conor Maurice
    26th Mar 2018
    Analytics
  • aspect-ratio bing-logo-woodsign
    Liam Huckins

    Why Bing is a Valuable Paid Media Platform

    For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored.  Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.

    (more…)

    Liam Huckins
    8th Mar 2018
    Paid Search

Digital Ideas Monthly

Sign up now and get our free monthly email. It’s filled with our favourite pieces of the news from the industry, SEO, PPC, Social Media and more. And, don’t forget - it’s free, so why haven’t you signed up already?