As we have reported in “Internet changes may put your brand at risk“, the way that domain names are controlled is changing. As of last Thursday you have the opportunity to buy your name as a “top-level” domain. That means instead of YOURNAME.com, you can have simply “YOURNAME”.
The repercussions of this will be felt for years to come, but there are few immediate benefits to be gained. Web users are very used to searching for topics they want, rather than typing in domain names randomly, and it is unlikely that Google will change its pagerank algorithm until it is seen how the new domains will be used.
So, with YOURBRAND.com already meeting your needs, why even worry about these new domains? The main reason is that the new rules may allow someone else who wants your name online to grab it, even though the investment is significant. Anyone with a high-demand domain name will want to review the cost-benefits of the new names.
Our POV post, “Internet changes may put your brand at risk“, contains a checklist you can use to help make your decision. Don’t delay, the clock is ticking.