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Chapter 14. MASTERING YOUR (COUNTRY) DOM... > Why Register Yet Another Domain Name...

Why Register Yet Another Domain Name?

In case your boss needs a little convincing, here are the key reasons you need to consider registering domains for each country you’re planning to enter:

  • Trademark protection. It’s less expensive to register a ccTLD now and sit on it a while than to wait, miss out on the domain, and then have to plead your case before the World Intellectual Property Organization (http://arbiter.wipo.int/domains). Giorgio Armani recently lost out to the armani.ca domain and Pepsi lost out on the pepsi.co.kr domain.

  • Usability. Just as Americans are predisposed to think .com when they first guess at a web address, outside the U.S. it’s not unusual to see people who guess at an address by using their country code domains first.

  • Marketability. In the end, you want your audience to think of your company as a local company. A ccTLD is a step in that direction.

  • Searchability. Local search engines give preference to web sites that use country-specific domain names. So if you want to do well on Russia’s leading search engine, you really cannot afford not to invest in a .ru domain.


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