Together with the framework, these five key characteristics enable to describe the global landscape for registries. They also enable us to describe and characterise brands individually. The dot brand observatory created a bespoke methodology to assess every dot brand domain on an objective and measurable base. All our criteria are reported on a scale from 0 to 10, where 0 means that there is low value, and 10 means that the value is high. This is reported in the dot brand profiles, accessible in the dot brand dashboard.
The detailed case studies provide in-depth insights for specific brands. The review of every one of these five criteria is one of the ways used to describe dot brand.
Bill Gates said in 1996 : “Content is king”. This is also true for dot brand Top Level Domains. Branded TLDare closed and brands have a very specific objective when they register domain names. While brands are globally testing and trying to understand how dot brands can support their global strategy, the websites published in the dot brand space are relatively small. An increasing number of large websites is appearing. blog.google is the central point where Google talks about their news, which will most certainly generate significant content.
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SEO is the process of increasing the visibility of your website so that it can be found when people are searching for your products and services. There are many different factors that effect the search ranking you will achieve with your page and these factors change on an ongoing basis. The basics to get right are the quality of content on your pages, the quality of inbound links to your site.
In the dashboard we measure efficiency from an SEO perspective by looking at the ranking of the domains when performing searches in Google and Bing for the Second level domain , potentially associated to the brand. – e.g. for lifetothefullest.abbott, we are searching for life to the fullest and for life to the fullest abbott.
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Brands are still in the early phases of launch and generally taking a conservative approach to how they develop their dot brand TLD. It is often the case that we see dot brand registires launch a small scale test site or campaign specific micro site, where the desire is to understand traffic flows and avoid risk whilst learning the benefits and pitfalls of running a branded top level domain.
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With a dot brand, brand owners can create shorter, efficient, memorable domain names. They own the whole namespace, therefore they can create their own taxonomy and rules. We see different brands taking different approaches according to their own brand strategies and the markets they operate in. Some brands include keywords, sub brands, localisation etc.
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The volume of second level domains is a characteristic that is of interest to many people as it gives an idea of the usage to which the brand will be put. There is a large range of approaches. Some brands have only one or two domains currently and a small number of others have registered over 1000.
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