Study: the importance of the domain name extension in search engine results

Interbrand’s recent survey shows the poor performance of the new domain name extensions compared to .com when it comes to internet users’ behavior. Thus, 61% of the internet users surveyed click on the .com address positioned lower on a results page rather than clicking on a domain name placed in first position that has a new domain extension.

While the importance of the domain name has long been known, that of the domain name extension is more than ever a matter for reflection. Especially with the arrival of new extensions.

Since 2012, ICANN, the organization that assigns domain names on the internet, has in fact authorized the creation of several hundred new generic extensions. They are tied to brands (such as .darty), to geographic locations (for example .paris), or to various sectors (such as .shoes for the footwear sector).

One of the goals of these new extensions is to open up a market where the choice is increasingly narrow. With several hundred extensions, it will, for example, be more difficult for cybersquatters to buy domain names and resell them at very high prices to the companies that need them. These extensions should also make it possible to identify more quickly the sites that match the internet user’s expectations by offering a relevant, concise, and precise domain name.

The figures from hosting provider OVH in 2014 on addresses with new domain extensions

(source: https://www.ovh.com/fr/a1484.nouvelles-extensions-opportunites-pour-les-marques)

Addresses with a new extension: a new El Dorado?

Faced with the dominance of .com, .org, and .net, the address with a new extension represents, for some, the new El Dorado. Based on his tests, Bill Hartzer, a content marketing expert at Globe Runner, states for example that Google Adwords, the paid keyword side of Google, tends in certain very specific cases to favor domain names with a new extension, because the ad is served more frequently, at a lower cost, and enjoys better placement.

Others still believe that these new extensions could significantly favor ranking in local search. While .fr is reserved for France, .co.uk for English-speaking countries, and, generally speaking, the international standard is .com, these new extensions are not tied to a country and can include a keyword in the domain name itself. Like “concert.lyon,” which includes the keyword “lyon” in the extension. A better ranking that Google has not confirmed. Head of the fight against spam in Google’s algorithm, Matt Cutts declared in March 2012: “Google will try to rank the new TLDs (or top-level domains, which represent the extension appearing after a site’s domain name, ed.) appropriately, but I don’t expect a new TLD to be able to gain any advantage over a .com.”

So, should you always take a .com domain name whose longevity is impressive (.com is blowing out its 30th candle), or should you instead bet on the potential of these new extensions?

Address with a new extension: poor behavioral results compared to .com

Conducted between October and December 2014 on a sample of 1,000 American online consumers, the study that Interbrand has just published shows that the new extensions have a lesser impact than .com when it comes to internet users’ behavior.

In terms of recognition first. According to the survey, consumers are in general twice as likely to recognize a .com address as an address with a new extension.

In terms of memorization next. When they recall the extension of a domain name, 94% of respondents remember .com while only 7% remember the new extension. After seeing a site recommended with the address of a new domain extension, 81% later assume it was a .com web address.

In terms of click-through rate finally. When these people are shown a list of sites with a new domain extension, more than half (59%) instead choose to click on .com sites. Despite the use of new extension domains, most respondents also think that the domain extension of any internet address is .com. Finally, after seeing a search results page showing similar web addresses but with different domain extensions:

• 61% of internet users click on the .com address positioned lower when the new domain extension appears first.
• When these people are recommended and shown the address with the new domain name, 62% choose a .com version of that address.

Address with a new extension: a study to put into perspective?

In light of these results, the study declares that “giving a new domain extension represents a risk to brand image recognition.” According to it, “a company risks losing visits and customers with an extension that is not recognizable.”

An interesting study on new domain name extensions to be put into perspective, however. Because going from a few dozen extensions to several thousand could require an adjustment period for internet users.

To obtain a new domain name extension, currently expect to pay around two euros per year for a .work up to 73 euros for a .tires.

The results of the Interbrand study can be found here: