CATEGORY: Business

amazon.com registers multiple domains defensively

More and more businesses are registering web addresses defensively.

DomainNameWire.com reports that online retailer Amazon.com has registered several domains related to holiday shopping. See DomainNameWire for the list.

Looking at Who.Is we found that Amazon’s legal department registered the domains for one year. This gives us reason to ponder something about their future. But first, why should your company register domains defensively?

1. Defensively registering domains can add to your search engine optimization. If you link your peripheral web addresses (domains) back to your main site, you rank higher with the likes of Google, Bing and Yahoo!.

2. It essentially builds a virtual fence of similar URLs around your brand. It keeps competition away from your trademark, while letting in customers from multiple locations.

3. Protects your brand from your detractors. Just ask United Airlines about Untied.com. A simple mistype and your potential business is reading horror stories about your service.

So about Amazon and their newly registered domains: The ones we saw were only registered for one year. If you’re going for SEO on your defensive domains, then register them for longer blocks of time. You’ll get more respect from the Googles of the world. In Amazon’s case, we think they may be waiting it out until they can own Amazon.Amazon, Kindle.Amazon and all the other second-level domains they can attach to their new dotAMAZON. Those pricey new dotBRANDS look to be available in January of next year.

For the rest of us, a good bet for protecting trademarks and brands will be buying the right (and competitively priced) domains.

Advice for your business: make sure your video is keyword Rich

It’s just a rumor, but one that should make us all more conscientious of what we’re putting in our videos. What we’ve heard from some of our SEO friends is that Google uses audio detection of video (YouTube for ie) to find keywords. So instead of being able to tag your accounting seminar with “bosoms” and “fatal crash” and “Bieber” to get more views, the world’s largest search engine will analyze the actual audio to ascertain the content. They do this anyway to seek out copyrighted material, so it very much could be a reality.

However, as a major global company, we’re not shaken by mere rumors.


It’s a good idea anyway to make sure your script and talent is enriched with your message, branding and products.

big brands battle ICANN’s new gTLDs

ICANN Domains and Brand BattleAccording to an article in Adweek, a campaign led by the Association of National Advertisers is going to lobby Congress and pressure the Department of Commerce to stop the new “dotBRAND” top-level domains. Their case? “The new system would burden brand holders, confuse consumers, and increase opportunities for fraud, identity theft, and cyber crime.”

The Internet Corporation for Assigned Names and Numbers (ICANN) says the opposition coalition has had plenty of time to voice their concerns and it is now “late in the day to lobby.”

ICANN is planning on accepting applications for the new .COKE and the like in January, 2012. Read more from the Adweek article written by Katy Bachman.

name.com for domains, websites and hostingIf the new gTLDs are added and the application process does proceed, Name.com will support as many as possible of those that are publicly available. For now we’ll keep you updated on the good and the bad and all latest in the world of domains.

Cloud versus cloud and using it with Name.com

So my uncle has been using Macs since way back when they were steam powered. He calls anyone who uses a Mac today an “Appleton”, which I think is something like a simpleton, but with Apple products. I can’t help it that I was born after smartly dressed men did simple math on using iCloud cloud with name.comcomputers the size of swimming pools, and I like that Apple products–heck, all computer products–are tiny, super powerful and so user-friendly that a lemur can Tweet. Now, things seem to have gotten even simpler. Not only do I bring this up because Name.com is now a slick, streamlined one-stop for all things domain, web building and overall personal and professional ease and joy, but that even an Appleton like myself is excited about the use of Apple’s new ICloud.

Besides, your Name.com services work well with ICloud, Dropbox or any other cloud-like service. Here’s some of the magic that can happen:

PageZen — When employing our easy-to-use web builder, you can access the media you need to get your site justusing iCloud cloud with name.com right. Your photos, videos and other dazzle will be available no matter where you’re working.

goMobi — Not sure if you’ve checked out how simple it is to get your business in front of the millions using the using iCloud cloud with name.commobile web, but building a site with goMobi is really fast, and with the Cloud, will make it a breeze grabbing the menu graphic for your restaurant, a logo for your brand or any other info for your mobile customers.

So what about iCloud versus Dropbox?

iCloud PRO: It does the sharing for you.

iCloud CON: It does the sharing for you.

With Photostream Apple whisks your pictures off to the iCloud. It’s automatic and fast, but from what I can tell, you have more control of your files with Dropbox. Of course with Dropbox you’re clicking and uploading and a few extra steps (you know, First World Complaints).

Dropbox PRO: Works with different platforms from OS X to Windows and Linux.

Dropbox CON: It’s not Apple.

I mean, really, you have to know Apple is going to make something fantastic. For many users it’s hard to even compare Dropbox with iCloud, as the latter comes with a pretty interface and syncs everything from pictures to emails to appointments. But for storage, there still seems to be a reason to at least take a look at alternatives.

Cost PRO and CON?

Right now Dropbox offers 2 free gigs and iCloud starts you out with five. They seem pretty competitive as the pricing goes up, but I did see a price chart with a service called SugarSync that offers 60 gigs for less than both Dropbox and iCloud.

One other question: How long will iCloud’s five gigs of free data last? You send up a hi-res Photostream and that space is gobbled up pretty quickly, and then you’re forking out some dough for more space. I guess that’s the business model, but something to watch out for.

For more about what the cloud really is, let’s revisit our conversation with the experts.

The Business Case for Your Own Top-Level Domain Name

Columbia Business School’s Center on Global Brand Leadership brought us a free webinar: “Who Should Invest in a dotBRAND?” Now here’s the deal: Beginning on January 12, 2012, you can apply for any kind of new dot–not only the dotCOMs or dotORGs, but a whole new world of generic Top-Level Domains (gTLDs). Coke might buy .Coke and Pepsi .Pepsi. You could even buy .Happiness.

I should that mention that while some of the brand domains won’t be available to the public, as many as possible will be found at Name.com. That covered, we hoped to find out something else: Is this right for you?

Evaluate Business case of your own dotBrand

In the beginning, it was weird. The presentation was stilted and filled with nervous trepidation, like they were being held hostage by a gun-toting naysayer. I pinged that to Ashley, our marketing coordinator, and she said that maybe they were trying to weed out the bad applicants. The awkwardness highlighted the very real debate about the necessity of these new domains. Our hosts were wrestling with the negative aspects of owning one. However, if you stayed long enough, you would be comforted by benefits of paying $185,000 to apply for your own top-level domain. First, let’s take a look at the downside of ponying up for your own TLD.

Downside to your own gTLD:

1. Cost. Yah, you’re looking at $185 grand to get started, and there’s ongoing annual costs that could run at about $250,000.
2. From start to finish it seems like a lot of work. Think about all that comes with migrating to a new site let alone a whole new gTLD. You’ll have to reignite your SEO, spend on a new awareness campaign and get your already overworked IT to segue your old dot into your new dot.
3. There is some vagueness in the application process. It opens up January 12, 2012, and just how they’re going to process the influx of requests was not answered very clearly.
4. The application sounds intense. This is where they’re going to weed out the bad apps; with 50 questions, many of them very technical, and some of them requiring multiple pages for answers.
And now some benefits:
1. It was mentioned by panelist Paul Twomey that if you’re worried about costs, then think of how much you might spend on a major advertising buy, and see the “costs” as an important investment.
2. Places that don’t have trademark can get one with their shiny, new dotBRAND.
3. You can control your brand and who can have a second-level domain in your gTLD. For example, Toyota can control traffic, inviting only those they want in their realm. Denverdealer.Toyota = Yes! Priusnearlykilledme.Toyota = Probably not.
Another example is that a premium brand like .ROLEX could let customers know who their authorized dealers are, and Rolex saves on fraud an abuse.
4. You can control what is acceptable use of your branded distributors and better define your online franchise agreements.
5. You have a built-in business model of reselling your domain (assuming anyone else wants to be on .BP.)
6. Your domains will be simplified. Imagine much of what you see now, like product.com/newyork shortened to newyork.product. That’s a user-friendly promotional bonanza.
Good or bad, there’s a little known industry that’s about to boom: The new gTLD Migration Consultant. It’s going to be a big deal to move Pepsi from a .COM to .PEPSI. If you’re someone with some knowledge on domains and the behind-the-scenes DNS magic, then moving these branded behemoths could be your new and lucrative gig. Call if you need a pool boy.

PageZen Top 5 Tips and Tricks

Like we’ve said before, PageZen is easy, and we don’t say that in the condescending oh-we-know-you-can-do-it way that someone says right when they give you a ton of work. We’re saying it in the old school “it’s easy” way. Back when “bad” meant “bad” instead of “awesome” and “sick” was still ill. PageZen is easy. Here’s how you take your PageZen website to the next level.

PageZen is Easy. Really easy.

The one-pager is FREE and it’s free to start the total PageZen package. So if you want to see how easy it can be to build a website for your business or your hobby or your cat, then please take our 14-day trial run.

You’ll note in your account that your domains come with a free trial run of PageZen and SEO Tutor. Give ’em a whirl and let us know what you think. We even have some even easier Tips and Tricks to help out. Oh, and nice work Otto, Quin, Name.com staff and the baristas at Ink! We couldn’t roll out top-notch production without you.