Ramón Rautenstrauch

NewTLD’s:AtopOnline
Marke:ngOpportunity
RamónRautenstrauch
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
1
Aboutme
RAMÓNRAUTENSTRAUCH
•  OnlineMarke:ngConsultant,Internet
Strategist,SEOandProjectManager.
•  PassionateaboutInternetMarke:ng.
•  Obsessedwithresults,leads,
conversionsandimprovementthrough
analysis.
•  WordPressGeek.
•  Ilovetolivehealthy,sustainableand
ecological.
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
2
Mydailywork
Onlinepublisherthat
createsandmanageshigh
volumewebsites
#DomainingEurope
LeadingSpanishMicrosoQ
Dynamicspartner
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
3
OurporRolioofdevelopedsites
Un:lJanuary2016:
.com
Geo
Today:
NewGTLDs
.com
10%
NewGTLDs
10%
20%
70%
Morethan50%areEMDs
(“ExactMatchDomain”)
#DomainingEurope
90%
NearlyallareEMDs
(“ExactMatchDomain”)
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
4
Doweneed
SEOin2016?
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
5
DoweneedSEO?
Clickprobabilityonthefirst
elevenresults
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
6
DoweneedSEO?
Clickprobabilityonthefirstresultbycountry
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
7
NewTLD’s:AtopOnline
Marke:ngOpportunity
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
8
“Not-ComsSeeMajorBoostinAlexa
Top1Million”
•  Therearenowmorethan9.900not-comweb
addressesintheAlexatop1million.
–  Thenumberofnot-comsintheAlexatop1million
–alistofthemostpopularwebsitesbasedon
traffic–increased30%betweenFebruaryand
Aprilof2016.
•  Thehighestrankednot-comin
theAlexatop1millionis
Mabanque.Bnpparibas
(Alexarankof3.138).
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
9
Oneexampletostart:
cerrajerosbcn24h.barcelona
•  Secondresultfor“locksmithsBarcelona”is
a.barcelonadomainregisteredon6/april/2016:
Thekeywordis:"CerrajerosBarcelona"("LocksmithsBarcelona")
AccordingtoGoogleAdWords:3.600searches/month;highcompe::on;SuggestedPPCbid:16,62€
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
10
The“EMD”
TheEMDdomains(“ExactMatchDomain”)
exactlymatchthekeywordapersonuseswhen
searchingforyourcontent.
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
11
RankingofEMDs
•  Historicallythedomainswithkeywordshave
rankedwellforthem.
•  OnSeptember27th2012Googlelaunchedthe:
“Exact-MatchDomain(EMD)Update”
•  InUSA,Germany,UKandothercountriesthe
EMDshavesufferedunderthisupdateandsome
newerupdates.
•  InSpainevennow(over3yearsaQertheupdate)
its:llhasnotbeencompletelyapplied.
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
12
Findinga.comEMDis
nearlyimpossible
Butthere’sanewopportunity:
ThenewTLDs
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
13
Somedata
onnew
gTLDs
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
14
MostpopularnewgTLDs
(on29/may/2016)
.xyz
.top
.wang .win
.club
.site
.bid
.link
.网址 .science
.red
.ren
.online
.party
(net)
(webaddress)
#DomainingEurope
ð2.789.893
ð2.385.963
ð1.065.144
ð928.898
ð766.076
ð389.876
ð360.749
ð333.982
ð330.183
ð310.995
ð307.585
ð303.915
ð281.719
ð240.793
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
15
MostdangerousnewGTLDs
(3/sep/2015)
gTLDsthatthecompanyBlueCoatdetectedinSeptember2015tobeused
almostexclusivelyforseunguphostsforspame-mailing,scams,shady
so?waredownloads,malwaredistribuAon,botnetoperaAonsand
"phishing"aCacks,orothersuspiciouscontent.
#DomainingEurope
.review(100.00%)
.country(99.97%)
.kim(99.74%)
.cricket(99.57%)
.science(99.35%)
.work(98.20%)
.party(98.07%)
.gq(97.68%)
.link(96.98%)
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
16
Howdoes
Google
treatnew
gTLDs?
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
17
HowdoesGoogletreatnewgTLDs?
Officialques:onsandanswersfromGoogle(1/3)
QUESTION:HowdonewgTLDinfluencesearch?
WillGooglechangealgorithmstoboostthese
TLD?
ANSWER:Ingeneral,oursystemstreatnew
gTLDasallothergTLDs,forexample,.com
and.org.KeywordsintheextensionofaTLDdo
nothaveadvantagesordisadvantagesinsearch.
locksmiths.barcelona
X
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
18
Associa:onofadomainwitha
geographicregion
DomainsnotassociatedwithageographicregionbyGoogle(GenericTopLevel
Domains·gTLDs):.com,.edu,.org,.net,etc.
Genericregionaltop-leveldomains:Althoughthesedomainsareassociatedwitha
geographicalregion,theyaretreatedasgenerictop-leveldomains:.euand.asia.
DomainsthatGoogleassociateswithageographicregion(Googleautoma:caly
assignsthemtoageographicregion/country):“GenericCountryCodeTopLevel
Domains”(ccTLDs):.es,.de,.it,.pt,.uk,etc.
GenericCountryCodeTopLevelDomains(ccTLDs):GoogletreatssomeccTLDs(such
as.tv,.me,etc.)asgTLDs,asusersandwebmastersfrequentlyseethesemoregeneric
thancountry-targeted:
.ad(Andorra),.as(AmericanSamoa),.bz(Belize),.cc(TerritorioaustralianodelasIslasCocos–
Keeling),.cd(RepúblicaDemocrá:cadelCongo),.co(Colombia),.dj(Yibu:),.fm(Estados
FederadosdeMicronesia,ungrupodeislaslocalizadasenelOcéanoPacífico),.io(Territorio
BritánicoenelOcéanoÍndico),.la(Laos),.me(Montenegro),.ms(Montserrat),.nu(Niue),.sc
(Seychelles),.sr(Surinam),.su(UnióndeRepúblicasSocialistasSovié:cas),.tv(islasTuvalu),.tk
(archipiélagoneozelandésdeTokelau)y.ws(SamoaOccidental)
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
19
HowdoesGoogletreatnewgTLDs?
Officialques:onsandanswersfromGoogle(2/3)
QUESTION:¿HowarecityorregionalgTLDs
managed(forexample.londonor.bayern)?
ANSWER:AlthoughtheseTLDmayseemspecific
toaregion,wewilltreatthemasallother
gTLDs.Inthisway,weremainconsistentwith
howwemanageregionalTLDlike.euand.asia.
Theremaybesomeexcep:onstoappearinthe
futureasweseehowtheyareusedinprac:ce.
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
20
HowdoesGoogletreatnewgTLDs?
Officialques:onsandanswersfromGoogle(3/3)
QUESTION:¿TLDslike.BRANDwillrankbe•erthan
the.com?
ANSWER:No.TheseTLDwillbetreatedasallother
gTLD.
QUESTION:WillGooglehelpmySEOeffortswhen
movingfroma.comtoanewTLD?
ANSWER:No.Thesedomainmigra:onswillbe
treatedasanyotherdomainmigra:on.
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
21
ShouldwefocusonnewgTLDs?
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
22
Thenewdomainsandtheuser
• 
• 
• 
• 
• 
• 
WEDON’TRECOMMENDTOUSE:
Domainextensioninotherlanguagethanthedomainname:
AireAcondicionado.jetztorGafasOnline.directory
Domainextensionnotrelatedtodomainname:HealthyFood.vote
WELOVETOUSE:
Geographicdomainextension:HealthyFood.Berlin
Domainextensioninanotherlanguagebutthatthemayority
understands:Mascotas.Love
Mul`languagedomainextension:No:cias.BioyMarke:ng.Online
Domainnamewithextensionthathasameaning:
BestPetFood.shop
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
23
Recommenda:onrelatedtonew
domains
Ifwearegoingforanewdomainlike
BestPetFood.shopwealwaysrecommendto
registeralsoBestPetFoodShop.com.
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
24
WhatwelookatwhenbuyingnewTLD
domains
•  Price.
•  Easychangeofownership.
•  Easychangeofregistra:ondata(owner+
contacts).
•  WHOISPRIVACY.
•  Noresidencyrequirements.
!!!:Therearesomedomainextensionswithspecial
requirements(forexample:.organic)whichmaybe
complicatedtofulfillorseemarbitrary.
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
25
Donew
GTLDsrank
inGoogle?
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
26
Let’sreturntothebeginning:
cerrajerosbcn24h.barcelona
•  Secondresultfor“locksmithsBarcelona”is
a.barcelonadomainregisteredon6/april/2016:
Thekeywordis:"CerrajerosBarcelona"("LocksmithsBarcelona")
AccordingtoGoogleAdWords:3.600searches/month;highcompe::on;SuggestedPPCbid:16,62€
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
27
Someexperiments/examples
oftherankingofnewTLDs
TwoEMDwithdifferentextensions
Six.barcelonadomains
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
28
EXAMPLE1:RankingsoftwoEMDs
withdifferentextensions
.:enda(:enda=shop)
.online
Thekeywordis:CerrajerosMallorca(“LocksmithsMallorca”).
AccordingtoGoogleAdWords:720searches/month;mediumcompe::on;SuggestedPPCbid:0,97€
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
29
CerrajerosMallorca
(“LocksmithsMallorca”)
•  TwowebsitesonEMDdomainswithdifferentextensions
createdon2/12/2015:
–  CerrajerosMallorca.`enda(:enda=shop)
• 
• 
• 
• 
3.297wordsop:mizedforthemainkeyword:“CerrajerosMallorca”.
Thetextcontainsrelatedkeywordsandvariantsofthemainkeyword.
8op:mizedimages.
2outgoinglinkstoauthoritywebsites.
–  CerrajerosMallorca.online
• 
• 
• 
• 
1.629wordsop:mizedforthemainkeyword:“CerrajerosMallorca”.
Thetextcontainsrelatedkeywordsandvariantsofthemainkeyword.
5op:mizedimages.
2outgoinglinkstoauthoritywebsites.
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
30
CerrajerosMallorca
(“LocksmithsMallorca”)
•  Bothwebsitesareop:mizedwiththeTF*IDF(WDF*IDF)toolof
Onpage.org
–  WiththeTF*IDFformula,youcaniden:fyinwhichpropor:oncertainwords
withinapageofawebsiteareweightedcomparedtoallcompe:ngpageson
otherdomains.
–  ThisformulacanbeusedforOnPageop:miza:oninordertoincreasea
website’srelevanceinsearchengines.
–  TFisshortfor“TermFrequency”(alsocalledWDF=“WithinDocument
Frequency”)
•  Referstothefrequencyofakeywordwithinasingledocument.
–  IDF=InverseDocumentFrequency
•  TheIDFdeterminesatext’srelevancywithregardtoacertainkeywordcomparedto
othertexts/pages.
–  TF*IDF
•  Themul:pliedformulasshowapage’srela:vetermevalua:oncomparedtoall
poten:allycompe:ngpagescontainingthesamekeyword.
•  Thereisno“perfectvalue”,butyoualwayshavetokeepunderthe“spam-line”
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
31
CerrajerosMallorca
(“LocksmithsMallorca”)
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
32
CerrajerosMallorca
(“LocksmithsMallorca”)
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
33
CerrajerosMallorca
(“LocksmithsMallorca”)
•  Rankings27/05/2016:
–  Google:
•  .Tienda:15
•  .Online:22
–  Bing:
•  .Tienda:10
•  .Online:16
–  DuckDuckGo:
•  .Tienda:5
•  .Online:3
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
34
EXAMPLE2:
.barcelonaDomains
• 
alarmas.barcelona(“AlarmsBarcelona”):
– 
• 
antenista.barcelona(“AntennainstallersBarcelona”):
– 
• 
390searches/month;mediumcompe::on;SuggestedPPCbid:3,90€
lampistas.barcelona(“PlumbersBarcelona”):
– 
• 
480searches/month;highcompe::on;SuggestedPPCbid:3,71€
fontaneros.barcelona(“PlumbersBarcelona”):
– 
• 
140searches/month;mediumcompe::on;SuggestedPPCbid:1,82€
electricista.barcelona(“ElectriciansBarcelona”):
– 
• 
110searches/month;mediumcompe::on;SuggestedPPCbid:4,00€
140searches/month;mediumcompe::on;SuggestedPPCbid:2,98€
cerrajeros.barcelona(“LocksmithsBarcelona”):
– 
3.600searches/month;highcompe::on;SuggestedPPCbid:16,62€
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
35
RankingsinGoogleofdomainswith
cityextension.barcelona
•  6.barccelonawebsitescreatedon
13/04/2016.
•  Theyhaveonepostwith7.000words
includingop:mizedimagesandsocialmedia
accounts.
•  Theoutgoinglinksgotoonlinenewspapers,
Wikipedia,ChamberofCommerceandthe
Barcelona'stownhall.
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
36
RankingsinGoogleofdomainswith
cityextension.barcelona
•  alarmas.barcelona(“AlarmsBarcelona”)
–  Keyword:alarmasbarcelona
–  25/04/2016:Page6
–  27/05/2016:Page4(Bing:3rdresult;DuckDuckGo:1stresult)
•  antenista.barcelona(“AntennainstallersBarcelona”)
–  Keyword:antenistaenbarcelona
–  25/04/2016:Page3
–  27/05/2016:Page3(Bing:10thresult;DuckDuckGo:Page2)
•  electricista.barcelona(“ElectriciansBarcelona”)
–  Keyword:electricistasbarcelona
–  25/04/2016:Page6
–  27/05/2016:Page6(Bing:7thresult;DuckDuckGo:n/a)
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
37
RankingsinGoogleofdomainswith
cityextension.barcelona
•  fontaneros.barcelona(“PlumbersBarcelona”)
–  Keyword:fontanerosbarcelona
–  25/04/2016:Page5
–  27/05/2016:Page3(Bing:5thresult;DuckDuckGo:2ndresult)
• 
lampistas.barcelona(“PlumbersBarcelona”)
–  Keyword:lampistasbarcelona
–  25/04/2016:Page3
–  27/05/2016:Page3(Bing:7thresult;DuckDuckGo:n/a)
•  cerrajeros.barcelona(“LocksmithsBarcelona”)
–  Keyword:cerrajerosbarcelona
–  25/04/2016:Notinfirst10pages.
–  27/05/2016:Notinfirst10pages(Bing:Page2;
DuckDuckGo:Page2)
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
38
ThetoolsweuseinourdailySEO
workflow
*
*
*
*
*
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
39
ThenewGTLDsareanopportunity
toowngreatdomains.
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
40
“GenericCountryCodeTopLevelDomains”percompany:
–  Germany:.deð7,5domainspercompany.
–  Spain:.esð0,7domainspercompany.
“GenericCountryCodeTopLevelDomains”per100ci`zens:
–  Holand:.nlð91domainseach100ci:zens
–  Spain:.esð3domainseach100ci:zens
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
atatakenfromthepresenta:onofJaimeFerrerforSEMRush(DomainMarke:ng:theImportanceofInternetDomains)
Somedata
tofinish
41
Thankyou.
#DomainingEurope
RamónRautenstrauch
hola@ramon.marke:ng
@ramonrauten
es.linkedin.com/in/ramonrautenstrauch
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch 42
Datasources
Ourblogs:apasionados.es/blog/&ApasionadosDelMarke:ng.es
Sourcesoftheslidedata:
9:www.donuts.domains/donuts-media/blog/not-coms-see-major-boost-in-alexa-top-1-million
12:moz.com/google-algorithm-changey
www.damcu.es/estudio-sobre-exact-match-domain-y-su-repercusion-en-las-serps/
13:www.entorno.es/dominios_gtld.phpywww.dondominio.com/products/domains/new-gtlds/
15:namestat.org/
16:
arstechnica.com/security/2015/09/many-new-top-level-domains-have-become-internets-badneighborhoods/
19:www.apasionadosdelmarke:ng.es/dominios-que-google-no-geolocaliza-automa:camente/y
support.google.com/webmasters/answer/1347922
17,18,19&20:apasionados.es/blog/nuevos-dominios-gtld-versus-google-7014/y
googlewebmaster-es.blogspot.com.br/2015/07/ges:on-de-google-de-los-nuevos.html
21:www.dominios.esywww.denic.de/hintergrund/sta:s:ken.html
39:es.semrush.com,www.linkresearchtools.com,ahrefs.com,es.onpage.org,www.xovi.com/es/,
majes:c.com,www.searchmetrics.comywww.sistrix.es.
41:
es.semrush.com/webinars/marke:ng-por-dominios-la-importancia-de-los-dominios-en-internet/
#DomainingEurope
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
43
Imagecredits:
Shu•erstock
01,08:286799813(PHOTOCREO)
02:109972142(Digital_Art)
03:146757722(wongwean)
04:81103063(alphaspirit)
05,06,07:83661862(OzerovAlex.)
09:408073174(papricahome)
10,27,34-38:299891315(Ekaterina
Pokrovsky)
11:92143561(DigitalStorm)
12:112158140(Toria)
13:138463640(solarseven)
14,15:142868230(Sean)
16:253413775(gual:eroboffi)
#DomainingEurope
19:283947341(asharkyu)
17,18,20,21:232362679(Yeamake)
23:114202915(GörselKodu)
22:170386841(alphaspirit)
24:93910336(nmedia)
25:164095763(ra2studio)
26:155738807(Tashatuvango)
28:224435719(DaxiaoProduc:ons)
29-34:137707772(PatrykKosmider)
41:232614019(ra2studio)
39,43:66539941(Piyato)
40:55704217(PaulLaragy)
42:128724608(DudarevMikhail)
44:245365369
RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
44