Get in Contact

  • This field is for validation purposes and should be left unchanged.

A web expert has played down fears that scores of businesses could have their brand and reputation damaged by the new .xxx domain.

The domain suffix is intended as a voluntary option for “adult” web content and anyone can now register an .xxx domain name on a “first-come, first-served” basis.

This has prompted concern among businesses that X-rated sites could open up under the same name and register their name at .xxx, thereby harming their image.

But Rich Mehta, of Gloucestershire-based Elephant Creative Solutions, says these fears are generally misplaced.

“The prevailing fear seems to be that one day ‘Company A Ltd.’ will open up its browser to find a website of ‘ill repute’ has been registered at companya.xxx, and that its brand name will become tarnished by inference or by association.

“This argument, while it is seemingly plausible, is unlikely to become a problem. The main reason behind the introduction of the .xxx domain was a question of content filtering; so if all adult websites took up a .xxx domain name, those looking to avoid adult content could do so easily and consistently.

“So taking our example, it is likely that the vast majority of people looking for Company A are looking for the more established and ‘upstanding’ companya.com, rather than the newer and poorer trafficked companya.xxx.

“Google bases at least some of a site’s credibility on the length of time it has been online and it also applies SafeSearch, which is likely to remove .xxx websites from any results.”

Mr Mehta adds that the precedent of the .mobi domain suffix should also reassure businesses. This was intended to denote websites which have versions suitable for viewing on mobile phones.

“No-one complained at the time of the possibility of someone registering their brand name on .mobi and tarnishing their brand’s image. Granted, it could be argued that .xxx is more likely to have brand-damaging content, but the restrictions on .mobi say nothing about preventing adult content from registering on it.

“Above all, businesses should realise that unless their company is unlucky enough to share the same name as an adult website, it is very unlikely that someone will register the .xxx variant of it. Even if
someone does so out of spite, it is unlikely that the site would gain much ground in search engines.

“The good news is that if you do find yourself in the unlikely situation that someone registers an adult site on a variation of your domain name, you are never likely to be far away from an expert in SEO who can help.”

This post was written by Elephant Creative Associate, Rich Mehta and you can read more about him on our team page

Comments

* = Required

No comments posted yet