by Editor Nick Verrastro
The .travel Registry’s new management is now reviving the domain name with revised, content-relevant requirements and a promotional campaign to the trade.
“We now have moved away from focusing on who owns a name to how it is used, which is more important and relevant,” said Cespedes. “The idea of a top level domain that is authentic means that if you are searching for something, you find what you are looking for.”
The .travel Registry, Cespedes added, is more interested in .travel sites having relevant content – for example, a skicolorado.travel site cannot have kayaking in New York content.
“As long as you are legitimately in the travel business and within 60 days you have content up relevant to the domain name,” a company that has been authenticated as being in travel will be awarded with a .travel name, noted Cespedes.
Better Search Engine Results
“We are seeing a very nice side benefit of .travel name. Because they are so relevant, the search engines index them extremely well,” which means consumers will find a travel agency’s .travel Web site, said Cespedes.
“All search engines want results to be useful; they want people to find what they are looking for. This has been a nice benefit to the .travel name because everyone knows you are not selling medical supplies if you are using a .travel domain name.”
Major travel brands and travel marketing organizations use their .travel names to get better results from the search engines, according to Cespedes, noting there are 20 billion to 30 billion travel searches a year.
Search engines look at URLs, among other attributes of a site, and this is where a travel company can leverage the tokenized word “.travel.”
The engines also read the site for relevant content, another requirement for the .travel name.
“Search engine optimization comes down to the architecture, the right domain name, back links and content – whether the site is relevant to what you are looking for, and with .travel, by definition the content and architecture are right and back links take care of themselves,” said Cespedes.