Almost a year ago, I shared a video from GoDaddy that explains what a premium domain name is. The video is shown as a pop-up when a searched domain name is listed for sale via Afternic and available to purchase during the standard registration sale process. In the sales box at the top of a page, there is a link that says “What are premium domains?” and clicking the link generates a pop up with the video.
The video emphasizes .com domain names several times. On the description section of the YouTube page with the video, GoDaddy wrote:
“Have you ever done a domain name search and seen one that costs way more than most?
Why so much? Because certain types of domain names are more likely to drive traffic to a website – they’re called Premium Domains.
Short, memorable, easy-to-spell names that end in a popular extension such as .com tend to be more valuable because many website owners want one – and there aren’t that many to be had.
Imagine you’re starting a new pet shop in Seattle. You’d want a relevant, easy to type domain name for your website that customers can find and remember, like SeattlePetShop.com.”
It looks like GoDaddy is now (update: it is possible that this has been the case for a while but I didn’t notice until today). identifying non-.com domain names as premium. By way of an example, I searched for Tonys.Pizza today via GoDaddy, and the top result (smartly) was the domain name I searched. The price of the domain name is $499.99, and it appears to be a premium domain name retained by Donuts:
From my perspective, there are two things of note here. GoDaddy seems to be endorsing new gTLD domain names as “premium,” which may give confidence to buyers and boost sales. On the other hand, the premium domain name video the company is showing doesn’t seem to offer an endorsement and seems a bit contradictory. In fact, one example they highlighted in the video was CoolExample-2017.Guru vs. CoolExample.com:
Perhaps a second video should be created by GoDaddy when showing non-.com domain names.
Ultimately, I think GoDaddy has that explanatory box there to help differentiate domain names that are available to register and domain names that are owned by third parties and priced at a higher level. If someone is really looking at the video while contemplating a purchase decision for a domain name that uses a new gTLD extension, it might be helpful to show a different video. From my perspective, GoDaddy is highlighting premium to mean two subtly different things. In one way, it is a *higher* aka “premium” price because it’s owned by a third party, and in the case of the video, it is illustrating a higher *value* aka “premium” domain name.