Post on 21-Apr-2017
transcript
#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
NewTLD’s:AtopOnlineMarke:ngOpportunity
RamónRautenstrauch
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
Aboutme
RAMÓNRAUTENSTRAUCH• OnlineMarke:ngConsultant,InternetStrategist,SEOandProjectManager.
• PassionateaboutInternetMarke:ng.• Obsessedwithresults,leads,conversionsandimprovementthroughanalysis.
• WordPressGeek.• Ilovetolivehealthy,sustainableandecological.
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
Mydailywork
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Onlinepublisherthatcreatesandmanageshigh
volumewebsites
LeadingSpanishMicrosoQDynamicspartner
#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
OurporRolioofdevelopedsites
70%
20%
10%
.com Geo NewGTLDs
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NearlyallareEMDs(“ExactMatchDomain”)
10%
90%
.com NewGTLDs
Morethan50%areEMDs(“ExactMatchDomain”)
Un:lJanuary2016: Today:
#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
DoweneedSEOin2016?
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
DoweneedSEO?
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Clickprobabilityonthefirstelevenresults
#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
DoweneedSEO?
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Clickprobabilityonthefirstresultbycountry
#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
NewTLD’s:AtopOnlineMarke:ngOpportunity
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
“Not-ComsSeeMajorBoostinAlexaTop1Million”
• Therearenowmorethan9.900not-comwebaddressesintheAlexatop1million.– Thenumberofnot-comsintheAlexatop1million–alistofthemostpopularwebsitesbasedontraffic–increased30%betweenFebruaryandAprilof2016.
• Thehighestrankednot-comintheAlexatop1millionisMabanque.Bnpparibas(Alexarankof3.138).
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
Oneexampletostart:cerrajerosbcn24h.barcelona
• Secondresultfor“locksmithsBarcelona”isa.barcelonadomainregisteredon6/april/2016:
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Thekeywordis:"CerrajerosBarcelona"("LocksmithsBarcelona")AccordingtoGoogleAdWords:3.600searches/month;highcompe::on;SuggestedPPCbid:16,62€
#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
The“EMD”
TheEMDdomains(“ExactMatchDomain”)exactlymatchthekeywordapersonuseswhen
searchingforyourcontent.
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
RankingofEMDs
• Historicallythedomainswithkeywordshaverankedwellforthem.
• OnSeptember27th2012Googlelaunchedthe:“Exact-MatchDomain(EMD)Update”
• InUSA,Germany,UKandothercountriestheEMDshavesufferedunderthisupdateandsomenewerupdates.
• InSpainevennow(over3yearsaQertheupdate)its:llhasnotbeencompletelyapplied.
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
Findinga.comEMDisnearlyimpossible
Butthere’sanewopportunity:ThenewTLDs
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
SomedataonnewgTLDs
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
MostpopularnewgTLDs(on29/may/2016)
.xyz ð2.789.893
.top ð2.385.963
.wang(net) ð1.065.144
.win ð928.898
.club ð766.076
.site ð389.876
.bid ð360.749
.link ð333.982
.网址 (webaddress) ð330.183
.science ð310.995
.red ð307.585
.ren ð303.915
.online ð281.719
.party ð240.793
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
MostdangerousnewGTLDs(3/sep/2015)
.review(100.00%)
.country(99.97%)
.kim(99.74%)
.cricket(99.57%)
.science(99.35%)
.work(98.20%)
.party(98.07%)
.gq(97.68%)
.link(96.98%)
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gTLDsthatthecompanyBlueCoatdetectedinSeptember2015tobeusedalmostexclusivelyforseunguphostsforspame-mailing,scams,shadyso?waredownloads,malwaredistribuAon,botnetoperaAonsand"phishing"aCacks,orothersuspiciouscontent.
#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
HowdoesGoogle
treatnewgTLDs?
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
HowdoesGoogletreatnewgTLDs?Officialques:onsandanswersfromGoogle(1/3)
QUESTION:HowdonewgTLDinfluencesearch?WillGooglechangealgorithmstoboosttheseTLD?ANSWER:Ingeneral,oursystemstreatnewgTLDasallothergTLDs,forexample,.comand.org.KeywordsintheextensionofaTLDdonothaveadvantagesordisadvantagesinsearch.
locksmiths.barcelona
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X
#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
Associa:onofadomainwithageographicregion
DomainsnotassociatedwithageographicregionbyGoogle(GenericTopLevelDomains·gTLDs):.com,.edu,.org,.net,etc.Genericregionaltop-leveldomains:Althoughthesedomainsareassociatedwithageographicalregion,theyaretreatedasgenerictop-leveldomains:.euand.asia.DomainsthatGoogleassociateswithageographicregion(Googleautoma:calyassignsthemtoageographicregion/country):“GenericCountryCodeTopLevelDomains”(ccTLDs):.es,.de,.it,.pt,.uk,etc.GenericCountryCodeTopLevelDomains(ccTLDs):GoogletreatssomeccTLDs(suchas.tv,.me,etc.)asgTLDs,asusersandwebmastersfrequentlyseethesemoregenericthancountry-targeted:
.ad(Andorra),.as(AmericanSamoa),.bz(Belize),.cc(TerritorioaustralianodelasIslasCocos–Keeling),.cd(RepúblicaDemocrá:cadelCongo),.co(Colombia),.dj(Yibu:),.fm(EstadosFederadosdeMicronesia,ungrupodeislaslocalizadasenelOcéanoPacífico),.io(TerritorioBritánicoenelOcéanoÍndico),.la(Laos),.me(Montenegro),.ms(Montserrat),.nu(Niue),.sc(Seychelles),.sr(Surinam),.su(UnióndeRepúblicasSocialistasSovié:cas),.tv(islasTuvalu),.tk(archipiélagoneozelandésdeTokelau)y.ws(SamoaOccidental)
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
HowdoesGoogletreatnewgTLDs?Officialques:onsandanswersfromGoogle(2/3)
QUESTION:¿HowarecityorregionalgTLDsmanaged(forexample.londonor.bayern)?ANSWER:AlthoughtheseTLDmayseemspecifictoaregion,wewilltreatthemasallothergTLDs.Inthisway,weremainconsistentwithhowwemanageregionalTLDlike.euand.asia.Theremaybesomeexcep:onstoappearinthefutureasweseehowtheyareusedinprac:ce.
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
HowdoesGoogletreatnewgTLDs?Officialques:onsandanswersfromGoogle(3/3)
QUESTION:¿TLDslike.BRANDwillrankbe�erthanthe.com?ANSWER:No.TheseTLDwillbetreatedasallothergTLD.QUESTION:WillGooglehelpmySEOeffortswhenmovingfroma.comtoanewTLD?ANSWER:No.Thesedomainmigra:onswillbetreatedasanyotherdomainmigra:on.
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch 22
ShouldwefocusonnewgTLDs?
#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
Thenewdomainsandtheuser
WEDON’TRECOMMENDTOUSE:• Domainextensioninotherlanguagethanthedomainname:
AireAcondicionado.jetztorGafasOnline.directory• Domainextensionnotrelatedtodomainname:HealthyFood.vote
WELOVETOUSE:
• Geographicdomainextension:HealthyFood.Berlin• Domainextensioninanotherlanguagebutthatthemayority
understands:Mascotas.Love• Mul`languagedomainextension:No:cias.BioyMarke:ng.Online• Domainnamewithextensionthathasameaning:
BestPetFood.shop
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
Recommenda:onrelatedtonewdomains
IfwearegoingforanewdomainlikeBestPetFood.shopwealwaysrecommendto
registeralsoBestPetFoodShop.com.
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
WhatwelookatwhenbuyingnewTLDdomains
• Price.• Easychangeofownership.• Easychangeofregistra:ondata(owner+contacts).
• WHOISPRIVACY.• Noresidencyrequirements.!!!:Therearesomedomainextensionswithspecialrequirements(forexample:.organic)whichmaybecomplicatedtofulfillorseemarbitrary.
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
DonewGTLDsrankinGoogle?
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
Let’sreturntothebeginning:cerrajerosbcn24h.barcelona
• Secondresultfor“locksmithsBarcelona”isa.barcelonadomainregisteredon6/april/2016:
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Thekeywordis:"CerrajerosBarcelona"("LocksmithsBarcelona")AccordingtoGoogleAdWords:3.600searches/month;highcompe::on;SuggestedPPCbid:16,62€
#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
Someexperiments/examplesoftherankingofnewTLDs
TwoEMDwithdifferentextensionsSix.barcelonadomains
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
EXAMPLE1:RankingsoftwoEMDswithdifferentextensions
.:enda(:enda=shop).online
Thekeywordis:CerrajerosMallorca(“LocksmithsMallorca”).
AccordingtoGoogleAdWords:720searches/month;mediumcompe::on;SuggestedPPCbid:0,97€
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
CerrajerosMallorca(“LocksmithsMallorca”)
• TwowebsitesonEMDdomainswithdifferentextensionscreatedon2/12/2015:
– CerrajerosMallorca.`enda(:enda=shop)• 3.297wordsop:mizedforthemainkeyword:“CerrajerosMallorca”.• Thetextcontainsrelatedkeywordsandvariantsofthemainkeyword.• 8op:mizedimages.• 2outgoinglinkstoauthoritywebsites.
– CerrajerosMallorca.online• 1.629wordsop:mizedforthemainkeyword:“CerrajerosMallorca”.• Thetextcontainsrelatedkeywordsandvariantsofthemainkeyword.• 5op:mizedimages.• 2outgoinglinkstoauthoritywebsites.
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
CerrajerosMallorca(“LocksmithsMallorca”)
• Bothwebsitesareop:mizedwiththeTF*IDF(WDF*IDF)toolofOnpage.org– WiththeTF*IDFformula,youcaniden:fyinwhichpropor:oncertainwords
withinapageofawebsiteareweightedcomparedtoallcompe:ngpagesonotherdomains.
– ThisformulacanbeusedforOnPageop:miza:oninordertoincreaseawebsite’srelevanceinsearchengines.
– TFisshortfor“TermFrequency”(alsocalledWDF=“WithinDocumentFrequency”)• Referstothefrequencyofakeywordwithinasingledocument.
– IDF=InverseDocumentFrequency• TheIDFdeterminesatext’srelevancywithregardtoacertainkeywordcomparedto
othertexts/pages.– TF*IDF
• Themul:pliedformulasshowapage’srela:vetermevalua:oncomparedtoallpoten:allycompe:ngpagescontainingthesamekeyword.
• Thereisno“perfectvalue”,butyoualwayshavetokeepunderthe“spam-line”
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch 32
CerrajerosMallorca(“LocksmithsMallorca”)
#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch 33
CerrajerosMallorca(“LocksmithsMallorca”)
#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
CerrajerosMallorca(“LocksmithsMallorca”)
• Rankings27/05/2016:– Google:
• .Tienda:15• .Online:22
– Bing:• .Tienda:10• .Online:16
– DuckDuckGo:• .Tienda:5• .Online:3
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
EXAMPLE2:.barcelonaDomains
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• alarmas.barcelona(“AlarmsBarcelona”):– 110searches/month;mediumcompe::on;SuggestedPPCbid:4,00€
• antenista.barcelona(“AntennainstallersBarcelona”):– 140searches/month;mediumcompe::on;SuggestedPPCbid:1,82€
• electricista.barcelona(“ElectriciansBarcelona”):– 480searches/month;highcompe::on;SuggestedPPCbid:3,71€
• fontaneros.barcelona(“PlumbersBarcelona”):– 390searches/month;mediumcompe::on;SuggestedPPCbid:3,90€
• lampistas.barcelona(“PlumbersBarcelona”):– 140searches/month;mediumcompe::on;SuggestedPPCbid:2,98€
• cerrajeros.barcelona(“LocksmithsBarcelona”):– 3.600searches/month;highcompe::on;SuggestedPPCbid:16,62€
#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
RankingsinGoogleofdomainswithcityextension.barcelona
• 6.barccelonawebsitescreatedon13/04/2016.
• Theyhaveonepostwith7.000wordsincludingop:mizedimagesandsocialmediaaccounts.
• Theoutgoinglinksgotoonlinenewspapers,Wikipedia,ChamberofCommerceandtheBarcelona'stownhall.
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
RankingsinGoogleofdomainswithcityextension.barcelona
• alarmas.barcelona(“AlarmsBarcelona”)– Keyword:alarmasbarcelona– 25/04/2016:Page6– 27/05/2016:Page4(Bing:3rdresult;DuckDuckGo:1stresult)
• antenista.barcelona(“AntennainstallersBarcelona”)– Keyword:antenistaenbarcelona– 25/04/2016:Page3– 27/05/2016:Page3(Bing:10thresult;DuckDuckGo:Page2)
• electricista.barcelona(“ElectriciansBarcelona”)– Keyword:electricistasbarcelona– 25/04/2016:Page6– 27/05/2016:Page6(Bing:7thresult;DuckDuckGo:n/a)
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
RankingsinGoogleofdomainswithcityextension.barcelona
• fontaneros.barcelona(“PlumbersBarcelona”)– Keyword:fontanerosbarcelona– 25/04/2016:Page5– 27/05/2016:Page3(Bing:5thresult;DuckDuckGo:2ndresult)
• lampistas.barcelona(“PlumbersBarcelona”)– Keyword:lampistasbarcelona– 25/04/2016:Page3– 27/05/2016:Page3(Bing:7thresult;DuckDuckGo:n/a)
• cerrajeros.barcelona(“LocksmithsBarcelona”)– Keyword:cerrajerosbarcelona– 25/04/2016:Notinfirst10pages.– 27/05/2016:Notinfirst10pages(Bing:Page2;
DuckDuckGo:Page2)
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
ThetoolsweuseinourdailySEOworkflow
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
ThenewGTLDsareanopportunitytoowngreatdomains.
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
Somedatatofinish
“GenericCountryCodeTopLevelDomains”percompany:– Germany:.deð7,5domainspercompany.– Spain:.esð0,7domainspercompany.
“GenericCountryCodeTopLevelDomains”per100ci`zens:– Holand:.nlð91domainseach100ci:zens– Spain:.esð3domainseach100ci:zens
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Datatakenfromthepresenta:onofJaim
eFerrerforSEMRush(Dom
ainMarke:ng:theIm
portanceofInternetDomains)
#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
Thankyou.
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RamónRautenstrauchhola@ramon.marke:ng
@ramonrautenes.linkedin.com/in/ramonrautenstrauch
#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
DatasourcesOurblogs:apasionados.es/blog/&ApasionadosDelMarke:ng.esSourcesoftheslidedata:
9:www.donuts.domains/donuts-media/blog/not-coms-see-major-boost-in-alexa-top-1-million12:moz.com/google-algorithm-changeywww.damcu.es/estudio-sobre-exact-match-domain-y-su-repercusion-en-las-serps/13:www.entorno.es/dominios_gtld.phpywww.dondominio.com/products/domains/new-gtlds/15:namestat.org/16:arstechnica.com/security/2015/09/many-new-top-level-domains-have-become-internets-bad-neighborhoods/19:www.apasionadosdelmarke:ng.es/dominios-que-google-no-geolocaliza-automa:camente/ysupport.google.com/webmasters/answer/134792217,18,19&20:apasionados.es/blog/nuevos-dominios-gtld-versus-google-7014/ygooglewebmaster-es.blogspot.com.br/2015/07/ges:on-de-google-de-los-nuevos.html21:www.dominios.esywww.denic.de/hintergrund/sta:s:ken.html39:es.semrush.com,www.linkresearchtools.com,ahrefs.com,es.onpage.org,www.xovi.com/es/,majes:c.com,www.searchmetrics.comywww.sistrix.es.41:es.semrush.com/webinars/marke:ng-por-dominios-la-importancia-de-los-dominios-en-internet/
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#DomainingEurope RamónRautenstrauch·hola@ramon.marke:ng·@RamonRauten·es.linkedin.com/in/ramonrautenstrauch
Imagecredits:Shu�erstock
01,08:286799813(PHOTOCREO)02:109972142(Digital_Art)03:146757722(wongwean)04:81103063(alphaspirit)05,06,07:83661862(OzerovAlex.)09:408073174(papricahome)10,27,34-38:299891315(EkaterinaPokrovsky)11:92143561(DigitalStorm)12:112158140(Toria)13:138463640(solarseven)14,15:142868230(Sean)16:253413775(gual:eroboffi)
19:283947341(asharkyu)17,18,20,21:232362679(Yeamake)23:114202915(GörselKodu)22:170386841(alphaspirit)24:93910336(nmedia)25:164095763(ra2studio)26:155738807(Tashatuvango)28:224435719(DaxiaoProduc:ons)29-34:137707772(PatrykKosmider)41:232614019(ra2studio)39,43:66539941(Piyato)40:55704217(PaulLaragy)42:128724608(DudarevMikhail)44:245365369
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