With the world on the verge of getting 1000´s of new TLD´s (top-level domain), adding to the already bewildering array of available domain extensions, domain brokers and resellers worldwide are awaiting the tsunami effect this may have on their domain portfolios.

Names like .shop, .adult, .ATTORNEY and 1930 others are currently being considered by ICANN for inclusion into our world wide web.

Yes, coming to a web browser near you very soon, the companies promoting this myriad of new TLDs think that you´ll soon be searching for things like “sanfrancisco.attorney” instead of sanfranciscoattorney.com

Many pundits say that the www is exasperated by name squatters and, to a greater extent, domain resellers who hold on to good top levels in the .com arena, never develop these sites and simply own them for resale. So, what will happen to these domain brokers and their business model if there´s a mass exodus to these new TLD´s?

Well, oddly it’s not ICANN who will decide the fate of domain resellers, but Google. You see if Google decides that, for instance, all searches for attorneys would be better directed to a prevalent .ATTORNEY domain, the whole house of cards could fall abruptly on the entire domain resale market, literally overnight.

I wouldn´t hold my breath regarding this happening but it’s a risk and, as such, it’s that “risk factor” that will prompt companies with deep pockets to go out and buy every domain TLD that is created for their brand name. Yes, like a modern day stage coach ransom, they´ll buy the new TLD, if only to redirect it to their .com, yup, a “just in case” scenario worth millions. As a business model, for the proponents of these new TLD´s, this is a tasty ransom and one that could make them serious bucks. But, as I’ve said, millions of new domains being redirected to old .com´s or .net´s aren´t going to change the landscape of the internet are they?

As a case in point, let’s look at the $99 per year .travel extension. When was the last time you saw a .travel domain appearing in a search engine query? Yet, these domains sold like hot cakes to trademark owners in the travel sector. Apparently with zero upside, other than ensuring their trademark was protected. But, with 1930 new TLD´s on the horizon, will trademark owners simply give up? Will the whole “fancy TLD” phenomenon fall flat? I tend to think so (sorry ICANN)…

Google and, its lesser search brethren, are going to have a hard task in the coming years. Maybe not a task but a decision they´ll need to make. Should they start giving prevalence to domains that apparently relate to a sector or, will the venerable three still rule the roost? I am, of course, referring to the .com, .net, .info search killer trio.

It’s going to be interesting to see when this whole “vanity url” domain thing finally implodes.