The top-level domain (TLD) “.DOG” is a generic TLD (gTLD) with a specific focus on the pet and animal service industry, specifically related to dogs. This domain was introduced in 2015 as part of Internet Corporation for Assigned Names and Numbers (ICANN)’s new expansion of domain names to provide better opportunities for individuals, businesses, and organizations to find meaningful, specific domain names that can appeal to their target audiences (ICANN, 2015).
.DOG is managed and operated by Donuts Inc., a leading domain name registry that specializes in offering a wide range of many different niche-specific gTLDs. According to the Donuts Inc. website, the purpose of gTLDs like .DOG is to provide new naming opportunities for businesses and individuals, reducing the clutter and confusion of overcrowded generic domains like .COM.
Using the .DOG TLD is particularly beneficial for businesses, organizations, or individuals involved in dog-related industries. This could include pet stores, dog breeders, dog trainers, veterinarians, pet food suppliers, doggy daycare centers, or even dog enthusiasts blogs, to name a few examples. For instance, a pet store named “Happy Paws” might choose to register “happy.paws.dog” instead of “happypaws.com” to indicate precisely what their business is about and to appeal directly to their dog-loving audience.
Using a niche-specific gTLD like .DOG also has SEO benefits. Even though Google’s John Mueller has stated that keywords in a TLD do not give any SEO advantage, having a relevant domain name can increase the click-through rate (CTR) from users. When someone searches for “Dog Training,” they may be more inclined to click on “expert.dog” as compared to “expertdogtraining.com,” assuming all other ranking factors are equal. This can, therefore, have an indirect impact on SEO.
Although .DOG is considered a part of the New gTLD Program by ICANN, this TLD does not have geographical or other restrictions. It’s available to anyone who wishes to register a domain under it, regardless of their location or the nature of their business or activities, provided it does not infrace upon the rights of trademarked names or brands.
Sources:
1. Internet Corporation for Assigned Names and Numbers (ICANN), New gTLD Program, https://newgtlds.icann.org/en/about/program
2. Donuts Inc., Why Choose a Donuts Domain, https://www.donuts.domains/why-donuts-identities
3. Google Webmasters Central Blog, Matt Cutts: ‘keywords in a TLD do not give any advantage or disadvantage in search’ https://webmasters.googleblog.com/2015/07/googles-handling-of-new-top-level.html
4. World Intellectual Property Organization, “WIPO Overview of WIPO Panel Views on Selected UDRP Questions, Third Edition (‘WIPO Overview 3.0’),” https://www.wipo.int/amc/en/domains/search/overview3.0/index.html#item42
