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TRAFFIC -- Local dot coms and ccTLDs

Update from the T.R.A.F.F.I.C. Conference in Hollywood...

Seminar topic: The relation between local search, .com and ccTLD.

Panelists discussed the advantages of getting extremely local domain names and getting involved in ccTLDs (which are other domain names for countries like .co.uk or .de, for example). Here are some highlights from the discussion:

David Castello of Castello Cities Internet Network said, "There’s nothing more exciting than finding gold in your backyard." He talked about PalmSprings.com where there was an advantage to get to know the local advertisers: "You can talk to these people, you can sell these people. It’s pretty old school in a way."

Michael Castello added that "on a local level, we realized that when you mind into those areas, they are more of a captive audience."

Adam Dicker of DNForum.com also supported that view, suggesting that people not only register a city, but to put a city and an industry together like OrlandoFlorists or OrlandoComputers.

"And no one knows your city more than you do, and you can hit those suburbs," Dicker said. Sure it won't bring in millions when it is sold, and it won't bring in a lot for PPC because it's a small niche site, but it a small business will easily pay a couple thousand if it is an important name for their brand. "I’ve sold about three or four of them in the last week or two."

Liesbeth Mack-DeBoer, vice president of sales for Europe and Asia for Sedo.com, said it is worth looking into investing in a domain for another country. But what makes it a strong ccTLD is that it should be a name that has a strong identification with its population and has a high number of registrations. Examples include Germans with .de, Spanish with .es and the French with .fr.


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