Do we need domain suffixes?

Kids and the Internet - They don't do domains
Kids and the Internet - They don't do domains

I’ve been wondering for some time now whether the .com. .net and .eu suffixes are all we need to buy when we launch a new brand for a client. We don’t want to make the mistake of Wolff Olins, when they were preparing to launch ‘Introducing Monday ‘ back in 2002.

They forgot to buy the and b3ta placed a joke site in it’s place, effectively stopping the launch altogether and wasting £7m of PriceWaterhouse Coopers consulting’s money in the process. But we all found it very funny indeed and it did at least launch the brilliant b3ta into the big time.

But for me now, I wonder whether we will need domain names at all soon. If the research from TGI Europa as far back as 2008 BA (Before Apps) is true, then 87% of all Internet activity starts with a Google search. So, domains will become irrelevant. If you watch the ways kids use the Internet, they either go directly through Apps on the iPad or they go to Google and key the name of the site they want. So to get to Facebook, they either app it, or go via Google.

If this is true, then pretty soon, Google is bound to stop showing the domain suffix anyway. We’ll just be delivered to the Facebook area, the Ebay area or even the Oxford United area and we’ll become less and less concerned with what specific domain this is on.

So for brand owners, it’s about building your name again. Forget the domain name, concentrate on the name itself. That’s where Google will be going in the future.

Article first published as The way the Internet works is changing“ domain suffixes are dead on Technorati.

The new .co domain

Domain names - a nightmare for the business owner. Which ones do we buy and which ones do we ignore?
Domain names - a nightmare for the business owner. Which ones do we buy and which ones do we ignore?

There’s a new domain on the block and it’s a .co

Not a .com, a, or even a, but a very simple .co

You can find more out about it here.

But I have already made my decision that as an individual and a business owner I will not be buying the .co domain.


Surely it will only be grabbed by cyber squatters if we don’t and filled with porn links to scare me into buying it?

I was asked my thoughts on the new domain the other day and it got me thinking.

Because it is so similar to both the .com and the my belief is that people will auto complete it anyway. Whether they do this physically, by the computer autocorrecting it and adding the missing letters, or in them just assuming that there are letters missing mentally, doesn’t matter. The fact I think will be that people will assume there is something wrong with a .co domain.

It’s also my thought that domain endings are slightly less important than they used to be anyway as they are just becoming a parking place for a website to be held and therefore less prominent.

In July 2008 Google carried out 7.23 billion searches. In Europe in July 2008, 87% of all online activities started with a search according to TGI Europa.

If it’s true that 87% of all Internet activity starts with a Google (or other) search then that means that a max of 13% directly key in a domain name anyway. So therefore ranking on Google and other search engines will be far more important than the domain on which the site sits.

I believe within a few years we won’t even see the domain ending on branded ads or maybe even within the info bar on the browser. It will become something geeks look at in the source code.

So sorry to the people of Colombia who’s country owns the .co domain. I’m not going to be a customer.

Thanks to for the image