Wednesday, March 6, 2019

.BEST : complementary to .COM ?

Announced this morning by the registry, the number of 10,000 domain name registrations was reached. The number is interesting here because it took a few months for the new operator of ".best" domain names to reach out to this number compared to other new registries which have existed...for years and were created during the first wave of the ICANN new gTLD program dated 2012 (the first TLDs were delegated in 2013).


Just for the note
It is important to mention that:
  1. the registry is not (yet?) present in China;
  2. the innovation around this specific registry is coming in the future: an entire social network based on the use of domain names ending in ".best"
.BEST is complementary to .COM
There are "descriptive keywords" and "descriptive keywords". If this sentence means nothing in English, it means something in French: the ICANN new gTLD program offers plenty of keyword possibilities; some are defined by the program itself: "generic", "community" and "geographic"; but if a geographic TLD offers precision, "generic" and "community" can mean lots of different things. For example, did you know that .BRAND new gTLDs were considered as "generic" Top-Level Domains?

If I will leave the definition of "community" TLDs apart, since defining a community is always hard, generic TLDs can deliver much more precision:
  • Simple keywords referring to an industry subject like the .REALESTATE new gTLD;
  • Niche TLDs like sports: the .TENNIS new gTLD for example or .PIZZA for a specific food;
  • Reference keywords: the .COM Top-Level Domain is one since time made of this string a reference. The .BEST new gTLD is one too.
One will not start the website of his company using a ".best" domain name because it would sound sarcastic, but if one's business did not want to be the best...then why bother creating a business? This is where ".best" domain names should also be registered and used by ".com" registrants: ".best" domain names should point to the best of a ".com" websites. For example, many heard of the French "Les Galleries Lafayette" and its famous website www.galerieslafayette.com : isn't it time to offer the best of "Les Galleries Lafayette" on www.galerieslafayette.best showing sales only for example? I'd definitely visit!

The best alternative for promotion
According to a recent Twit showing ".best" new domain name registrations, it is clear that .BEST domains are becoming the best alternative to promote a product or a service in addition to a ".com" Trademark domain. For example, Layerhost, a hosting service provider registered layerhost.com for its Trademark domain name and also webhosting.best to promote its web hosting service. This company wants to say that it offers the best web hosting.


In this type of naming strategy, we can easily imagine Marriott.com being the first to register generic domain names such as: hotels.best, nychotel.best, londonhotel.best, vegashotel.best, ...

Investors are concerned
Registration figures also demonstrate that the .BEST new gTLD as a huge potential for investors in terms of domain name availability when mixing a city name to a certain kind of business.

In the listing above, name of cities appear attached to keywords such as "lawyer" or "bankruptcy": I would certainly not be surprised that these registrants may be either investors or businesses protecting their online area of business.

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