Securing a generic top level domain name (gTLD) may help some businesses attract greater internet custom, it has been suggested.
Speaking to Smart Business, Akon intellectual property lawyer Heather Barnes said many firms believe gTLDs will give consumers greater comfort that they are dealing with an authentic product when they search online.
“For example, someone searching for Nike shoes online would know that a website with the domain .nike belongs to the brand,” she noted.
Another possible benefit is search engine optimization – a greater ability to be found and ranked higher on search engines, Ms. Barnes stated.
However, she suggested that the extent of this potential benefit is unknown as yet.
“For the most part, a company can look at their gTLD as one more asset in their intellectual property portfolio that will allow them new opportunities to market their brand,” Ms. Barnes added.
The Internet Corporation for Assigned Names and Numbers is welcoming gTLD applications until April 12, 2012.