(The Hosting News) – News concerning Top-Level Domains has been common in the news lately thanks to the ongoing TLD application process currently being overseen by Internet authority ICANN.
TLDs refer to domain endings such as .com, .net, and .org and the application process allows registrants to receive their own customized TLDs dependent upon approval from the organization.
Meanwhile, a rumor had been spread that sites with the new TLDs would be favored by top Internet search giant Google, a notion Google Software Engineer Matt Cutts denied in a posting on social network Google+ Wednesday. “Google will attempt to rank new TLDs appropriately, but I don’t expect a new TLD to get any kind of initial preference over .com, and I wouldn’t bet on that happening in the long-term either,” Cutts stated.
Cutts continued, “If you want to register an entirely new TLD for other reasons, that’s your choice, but you shouldn’t register a TLD in the mistaken belief that you’ll get some sort of boost in search engine rankings.”
The original source primarily arguing for new TLD prominence over .COM came from Australian-based Marketing magazine in a blog post launched just shortly before the reply by Cutts. In it, ARI Registry Services CEO Adrian Kinderis stated, “Will a new TLD web address automatically be favoured by Google over a .com equivalent? Quite simply, yes it will.”
Kinderis explained his reasoning by stating, “Google bases its results on what it believes the intent was behind a search. For example if you type in ‘Nike’, Google assumes it’s more likely that you’re looking for the Nike website versus a shop that sells Nike runners (it’s a clever machine). So for searches where intent is clear, brands that own a .brand will have extra weighting behind them and are likely to rank higher.”
While the current application TLD process is set to conclude April 12th, ICANN has already indicated that it will support a second timeframe for more approvals.