Anish Aryal, Founder and CTO of Digital Marketing Firm Quantumlinx recently commented on Google’s new parent company, Alphabet’s domain registration issues. Aryal spoke about how by choosing a .xyz top level domain for its site, Alphabet has popularised all .xyz domains. Therefore, Alphabet should not only own abc.xyz, which it does, but also alphabet.xyz for branding purposes.
Aryal says “It is entirely possible that Alphabet.xyz gets significant referral traffic from visitors looking for Alphabet’s site because of the mainstream press that abc.xyz has received.
The knock-on effect has been that all .xyz domains have increased in perceived authority because one of the largest and most respected companies in the world has chosen to build its site on one. Therefore alphabet.xyz has brand value for Alphabet and it should own it.
The only problem is that Alphabet.xyz almost certainly is not owned by Alphabet or Google. It is currently privately registered and listed for sale through domain brokers such as GoDaddy Auctions, with the current bid at $1,000. If it were owned by Alphabet, then it would be hard to believe it would be listed for sale, especially for such a low price.” The current private registration service, Dynadot, has been reached for a response on the situation by both phone and email, however no comment is forthcoming.
This issue has come to light because Google recently restructured itself into multiple businesses, with Alphabet as the parent company and Google being its largest subsidiary.
The restructure means that Google’s original co-founders, Larry Page and Sergey Brin take on different roles. Page moves from being CEO of Google to CEO of Alphabet, while Brin becomes President of Alphabet. These moves allow Sundar Pichai to take the reins as CEO of Google.
While Google may have wanted to build their site for Alphabet on alphabet.com, they could not because it is owned by BMW, who have refused to sell it to Google. There appears to be no legal recourse for Google to get this domain because BMW have a fleet service with the same name. With alphabet.com not available, Google chose abc.xyz as the domain name to build Alphabet’s site on.
“What is Alphabet? Alphabet is mostly a collection of companies. The largest of which, of course is Google. This new Google is a bit slimmed down, with the companies that are pretty far afield of our main internet products contained in Alphabet instead,” Page said in a statement. “What do we mean by far afield? Good examples are our health efforts: Life Sciences (that works on the glucose-sensing contact lens), and Calico (focused on longevity). Fundamentally, we believe this allows us more management scale, so we can run things independently that aren’t very related.”
With this new vision in place, and through his experiences with Quantumlinx, Aryal believes that ignoring branded domains such as Alphabet.xyz is a mistake by any company, regardless of size. He mentioned that a large part of ongoing online success is building and controlling brand equity. Google clearly has brand equity, coming second in Fortune Magazine’s “World’s Most Admired Companies 2015” list and so Aryal states that they have a lot to protect, “for such a small price, why even think twice. Alphabet should just snap up this domain and not worry that someone else will post content on it that they may object to. They could go the legal route to recover this domain, but that may be more expensive than just paying for it.”
Optimising online visibility has been Quantumlinx’s focus since 2008, where it has served thousands of businesses from start-ups to large companies.
For more information on Quantumlinx, visit: http://www.quantumlinx.com.au/.
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