Before we get started, for those that aren’t clear with the term, what is a TLD?
It’s one of the domains at the highest level in the hierarchical Domain Name System of the Internet. Top-Level domain names are installed in the root zone of the name space, and for all domains in the lower levels, it is the last part of the domain name. For example, in the domain name www.webairy.com, the top level domain would be COM.
The Silicon Valley giant paid ‘$25m for acquisition rights’ to the .app domain. The purchase overcomes the $5m that Amazon paid for the rights to .buy last year. In fact, it’s the most any company has ever paid for a domain this far– and so it’s a pretty safe to say that Google’s got some sort of game plan. It will also likely toss the rest of the internet into the dust. Let’s think about it: over the past decade, the tech giant has become virtually synonymous with the web. You don’t “search for it”, you Google it.
Consequently, the well-being of millions of small business depend almost entirely upon the stability of Google’s search algorithms. So after its forking of over $25m on a previously unknown TLD, it only makes sense for Google to push emerging .app websites to the top of results pages. After all, Google might have quite a sum of cash, but whoever authorized that purchase is going to have to prove some sort of return on investment.
So, where does that leave us? Sitting on a precipice, it seems. As of now, unique TLD’s haven’t taken off because of one or two major roadblocks. If anybody on earth can find a way to circumnavigate those roadblocks and monetize the system, it’s going to be Google. All we can do now is wait and see what happens. But either way, it looks like we’re about to start seeing a whole lot of new TLD’s floating about on the web frankly very soon.