dotBoston Is Here

.Boston is Here, and Yes, it’s Right for You! Here’s Why

In August 2017, the new .boston domain opened to trademark holders, nonprofits and government organizations, setting off a rush for these organizations to secure their digital Boston real estate and further their missions online. With .boston finally here, anticipation continues to build as the main event nears closer. On October 10th, .boston becomes available to everyone!

Of course, for many, the launch of .boston raises a couple very important questions:

What is a .boston Domain?

The .boston domain is part of a new class of generic top-level domains (gTLDs) that expands the web’s domain name system as .com’s become increasingly harder to find. The aim of .boston is to establish a new level of digital and geographic authority for Boston’s innovation economy.

With the rollout of new gTLD’s like .boston, organizations and individuals alike can own the domain name they really want, while aligning themselves with a local identity and showing pride for their city. Literally, as a portion of each .boston registration fee will go to a newly created Community Domain Fund, which aims to provide funds to projects that foster and promote technology, innovation, and education in the local community.

With .boston, Boston becomes only the fourth U.S. city to launch a local domain, joining New York City, Las Vegas and Miami.

As Jeremiah Johnston, Outreach Director for .boston says, “When the first web addresses became widely available during the dot-com boom of the nineties, the best .com’s went fast. Once the good domains were gone, businesses had to find whatever keywords most closely aligned with their target — which sometimes meant rebranding and extra marketing to get the traffic they needed.”

The possibilities are endless for .boston names. Is Innovation.boston your middle name? Are you the authority on Pizza.boston? Or do you want to use an email that shows your local pride with myname.boston? The possibilities are endless — if you act fast.

Why Should I Buy One?

Whether it’s for branding and marketing purposes, or the chance to own a piece of your beloved city, there are many reasons why a .boston might be right for you.

As Johnston puts it, one thing’s for sure, “Come October 10th, .boston domains are going to be flying off the shelves — it’s a land rush.” Domains have developed into investment properties for some as a form of virtual real estate and the savvy will be looking to grab the best once open to the general public.

If you’re interested, but not exactly sure where .boston fits into your online presence or digital strategy today, that shouldn't dissuade you from buying one.

“One strategy is to register your domain now, direct it to your existing website if you have one, and figure out how best to compliment your web strategy when ready,” Johnston says. “The main thing is to secure yours before someone else does.”

As part of your portfolio of domain names, a smart .boston domain is a great way to generate traffic for your website while developing an asset you can leverage down the road.

Here’s a breakdown of the reasons why .boston might be right for you:

Businesses:

At the end of the day — the most important thing for all businesses is relevant traffic, which .boston is sure to deliver.

Regardless of your existing strategy, good domains deliver better traffic. Do your customers refer to you by an acronym but your domain matches your formal name? The right .boston name will deliver people to your front door for free, in addition to improving your ranking with search engines. With .boston in your web address, people searching for Boston results are more likely to trust you first.

It’s a no-brainer, according to Johnston.

“These chances don’t come around often and if you secure a relevant keyword for your business, you’re going to be more visible online, period,” said Johnston. “What could be more relevant than the name of the city where you’re trying to attract visitors and customers?”

Big brands can also utilize .boston domains to establish themselves at the top of searches within the Boston community. By owning an evergreen .boston domain, companies can ensure they remain at the top of the search results for local residents for years to come.

“Adding another domain name to your web strategy shouldn’t be intimidating either. There’s a lot of ways to add this to your existing marketing arsenal without rebuilding your website from the ground up, says Johnston. “One suggestion is to simply point your .boston domain to your existing website while you contemplate how it aligns with your existing web traffic strategy. Or you can use the domain in your search engine campaigns to alert locals that you’re a company right around the corner.”

Nonprofits:

For Boston-based non-profits, a .boston domain is an opportunity to tie in a brand’s digital identity to the city -- firmly establishing its place in the Boston community.

It’s also helpful for local and regional non-profits to secure a URL that really ties into their brand and strategy. As URLs and domains dried up over the past decades, local companies may have settled or re-branded with URLs that approximate their brand target, but may not be exact to their needs and goals. Now they have an opportunity to own a URL that truly matches their name and mission.

There is also an opportunity for large local chapters of national and international non-profit organizations to directly tie themselves to the community they serve, improving SEO and establishing a go-to location for their local Boston chapters.

Do you rely on, or accept, donations? Let your local community know their hard-earned money is being given to organizations right in their backyard, and not who-knows-where. The right .boston domain means local credibility.

Individuals:

They say in the modern world that each individual needs to own and personalize their brand; with a .boston domain and endless personal URLs available, now you can.

As Johnston puts it, “This isn’t only a chance for Boston-based organizations to advance their digital strategies. It’s also an opportunity for individuals to really own their online presence in a way that closely matches their identity and interests.”

Individuals looking to push their personal brand forward -- in a myriad of capacities, such as a solo operator of a business or cultivation of one’s profile as a thought leader in a space, now you can own an SEO-optimized URL and domain that will bring you to the top of the search results when people are searching for you in Boston.

So, if you’re someone who loves to express what you love about Boston, a local social media personality looking to build your following, or simply someone with a website with eyes on Boston, a .boston domain is definitely right for you.

For more information on .boston, please visit GoDaddy.boston.