The top-level domain (TLD) ‘.photo’ is part of a group of domains known as ‘generic top-level domains’ (gTLDs). According to the Internet Corporation for Assigned Names and Numbers (ICANN), the organization that oversees internet domain naming conventions, gTLDs such as ‘.com’, ‘.org’, and ‘.net’ have been in use for quite a while. ICANN began allowing new gTLDs like ‘.photo’ in 2012 to increase competition and choice in the TLD marketplace.
Like other TLDs, the purpose of ‘.photo’ is to give internet users a clue about the nature of the content they might find on a website. The ‘.photo’ TLD, as suggested by its name, is particularly suited for use by individuals, organizations, or institutions involved in photography (Verisign Domain Name Industry Brief Q2 2020). This might include professional photographers, photography studios, photo-sharing sites, photography schools, and camera or photography equipment retailers.
For example, a business specializing in wedding photography might choose a domain name like ‘www.beautifulmoment.photo’. This immediately tells a user that they can expect to find photography-related content on the website, likely specifically tailored to wedding photography. Similarly, a retailer specializing in photography equipment might choose a domain name like ‘www.procameraequip.photo’, informing the user that they can find products related to photography on their website.
Despite these advantages, the adoption of ‘.photo’ has not been as widespread as TLDs like ‘.com’ or ‘.org’. As of February 2021, the ‘.photo’ TLD ranked 209th out of 1,508 TLDs by domain count, according to nTLDStats. However, the usage of ‘.photo’ and other new gTLDs may increase over time as people become more familiar with the concept and see the value in having a more specified domain name.
It’s also important to note that there are some costs attached to obtaining a ‘.photo’ domain. Prices can vary based on the registrar, but they typically range from about $20 to $30 per year. In addition, there might be additional costs depending on the specific domain name, as some could be considered ‘premium’ domains and command higher prices.
The use of descriptive TLDs like ‘.photo’ is part of the ongoing evolution of the internet’s domain name system. While they may take some time to gain mainstream acceptance, they offer potentially valuable opportunities for brands, individuals, and organizations to more accurately advertise and describe their online content.
Sources
- Internet Corporation for Assigned Names and Numbers (ICANN)
- Verisign Domain Name Industry Brief Q2 2020
- nTLDStats
- Domain Name Stat
- Official Registry site for .photo domains (Uniregistry)
