Customers are Searching in Their Native Languages. Do You Have a Domain that Speaks to Them?
Asia is continuing its rapid growth as the world’s most populated Internet marketplace. With already over 800 Million users connected and an expectation to expand to more than 2 billion Internet users by 2013, Asia is also the fastest growing online ecommerce market. The vast majority of these users will not be navigating the Internet in English. Internationalized Domain Names (IDN) – web addresses represented in local languages, will help drive brand identity, search patterns and Internet market behaviours online and offline, not unlike the sweeping developments and value creation witnessed in the English and alphanumeric centric Internet in the late nineties and early millennia.
There are about 200 million domain names registered today, representing an estimated US$10 billion annual market, including secondary market and value added services. Much of this is currently concentrated in the US and Europe. With IDN, users and businesses in Asia will much better recognize the investment value of domain names because of the ability to represent offline identities and concepts online in their native languages. The deployment of IDN has the potential to dramatically expand the domain market in Asia.
Asian Users Search in Their Native Language
Navigating the Internet in one’s native language will be natural for the hundreds of millions of users coming online from China, Japan, Korea and around Asia. From popularity of search engine keywords, we already see that most Asians search in their own language. IDN will play an amplifying role in supporting increased search volume and improved search engine ranking results. While most web addresses today are still English alphanumeric, most of the searches are done in local languages. According to IDNblog having a portfolio that includes IDN allows you to take advantage of both search volume as well as web ranking. “Asia”, itself, is a highly searched and natural type-in keyword. Together with IDN, the “.Asia” web extension helps to improve SEO (Search Engine Optimization) organically. The “.Asia” domain provides improved relevance for websites to users searching from Asia as well as for Asia related information, bringing you closer to customers in Asia.
An Asian-Friendly Brand that Speaks the Language
Small and Medium sized Enterprises (SMEs) around the world will benefit from .Asia IDNs. Local SMEs in Asia are known in their native language names. Relationship matters when it comes to doing business in Asia. With IDN .Asia domains, you can leverage your existing brand to build your online presence that speaks the language of the Asian users. SMEs outside of Asia can become more Asian-friendly simply by adopting a .Asia domain as their web address. Having an IDN .Asia domain in local languages will benefit your business, your website by many folds. Companies will not only gain from the sheer brand value of having web addresses that are reflective of their mark, but also a brand that is memorable for users in Asia, and reap the invaluable SEO benefits of catching local language searches.
IDN Drives Domain Valuation in Asia
When users see everyday phrases, names and brands in their own language used in domain names, it will change the value of domain names in the Asian market mindset. Without IDN, for the millions of users in Asia, domain names will
remain foreign. With “카지노.kr” (“Casino”).kr just sold for over US$10,000 and “日本.com” (“Japan”).com sold for
US$100,000, the secondary market sales are already showing the value of IDN. The value of domain names is driven by the traffic it attracts, the keyword value for search and the perceptual value. The appreciating value of IDN in Asia also means the increasing importance of ensuring that your brand is protected in the Asian languages online. For Asia, the beginning of IDN could be the beginning of a new domain goldrush.
.ASIA CJK IDN SUNRISE: START: May 11, 2011 .ASIA CJK IDN LANDRUSH: START: Aug 2, 2011
DEADLINE: July 20, 2011 DEADLINE: October 11, 2011
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