Taylor Swift protects her brand by snapping up new gTLD adult domains
April 27, 2015 12:38 pm
Proving once again that she’s one of the savviest pop stars around, Taylor Swift has snapped up the domains TaylorSwift.adult and TaylorSwift.porn – newly available gTLD domains – before anyone else could.
The .PORN and .ADULT gTLDs went on sale in early March to trademark owners during what’s called the ‘sunrise period’ for registering new gTLDs. The sunrise period is a 30-day window in which brands who have registered their trademarks with the Trademark Clearinghouse (TMCH) can register their brand names on a new gTLD before the public gets a chance to.
Registering domains that aren’t intended for use, but to keep them out of the hands of domain squatters or other baddies, is known as ‘defensive registering’. Rather than letting someone else register TaylorSwift.adult or TaylorSwift.porn, and filling those sites with nasty stuff, Swift defensively registered them herself, and has parked them.
Microsoft did the same thing – defensively registering Office.porn and Office.adult during the sunrise period.
Swift is well-known for being ultra-protective of her intellectual property – so it’s no surprise that she moved quickly to protect her brand from domain squatters.
With hundreds of new gTLDs coming on stream, defensive registering is something that all brands, especially new brands, should make part of their business strategy from the get-go.
It’s not just new gTLDs that brands need to keep an eye on – it’s a good idea to snap common mis-spellings of brand names on established TLDs like .COM and .ORG, too. Facebook has bought up Faacebook.com and Facebok.com, for example; both redirect to Facebook.com.
If you want to know more about how to protect your brand from domain squatters, read our article: Domain squatting and the new gTLDs: What you can do to protect yourself.
When it comes to new gTLDs, it’s not all about defensive registering and domain squatters, of course! The new gTLDs offer brands enormous opportunities to grow and consolidate their business online. When the new .CLUB gTLD was launched, for example, the start-up Coffee Club snatched up Coffee.club. While the company already owned the Coffee.org domain, the Coffee.club domain helped them get ranked on the first page of Google for the keywords ‘coffee club’ and ‘coffee subscription’ within 30 days, and they didn’t even need to shell out for an SEO expert to help them get there!
Whether it’s to protect your brand or to grow it, registering domains is now a key part of any business strategy – so start working on it today!
Main image: Jana Beamer