Another Reason We Need Domain Names

Posted on July 23, 2025 by Joe Alagna

According to The Wall Street Journal, chatbots are fast becoming the go-to source for online answers. As consumers turn to AI tools like ChatGPT, we’re seeing a steady erosion of traditional web search—and with it, one of the most important ways businesses connect with customers.

Since January 2024, the percentage of traffic heading to AI chats like OpenAI’s has quadrupled. That’s not a minor trend.

The biggest difference between large language models (LLMs) and search engines is simple: LLMs give you one answer. Not a list of ten blue links. Just one. That means fewer chances for your business to appear in front of potential customers.

This shift makes it clearer than ever: your domain name needs to be the center of your marketing galaxy.

Just like search engines and social networks before them, AI services are gatekeepers. They’ll try to control the messaging—your messaging. But brands that want to retain control of their voice and value proposition can’t afford to hand that over.

You may not be able to control massive tech trends like AI, but you cancontrol how you respond. The smartest move? Start collecting direct data—email addresses, form fills, conversations—from your website visitors. Don’t rely on Google, Facebook, or OpenAI to look out for your best interests.

Instead, tap into the traffic that AI and social platforms generate, then give people an off-ramp to a direct conversation with you. Build your email list. Optimize your landing pages. Make it easy to connect.

Despite what some people say, email isn’t dead. It’s alive and well—and still the most direct and effective way to reach your audience. Think about it: the same folks who claim email is outdated ask for your email address the second you sign up for anything. That’s no accident.

Treat AI, social, and search like what they are: tools for acquisition. Use them to attract attention, then shift that attention to your domain—your ecosystem—where you have control.

The truth is, these platforms often lose their edge over time. Just look at Facebook. Lately, the content I see is filled with clickbait thumbnails and bait-and-switch videos. It’s eroding trust. And that’s not unique to Facebook—these cycles repeat themselves.

So here’s the bottom line: keep your domain name and your email list at the center of your marketing strategy. That’s your home base. That’s where your messaging belongs. 

Posted in ccTLDs, Country Code People, Domain Name News, Domain Names, ICANN, INTA, Registrars, Registries, Tech News and Views | Leave a comment

My Little New Buddy

Posted on July 23, 2025 by Joe Alagna

On Saturday morning, I found this little guy walking on Edison about a half mile east of Euclid. If you know this area, you know he would have been a goner. The speed limit on this two-lane farm road is 55 MPH, and there are 18-wheelers on it all the time.

He would surely have been run over if I didn’t stop and coax him to come to me. Well, I caught him. I took him to the vet, and he has an abscess on the back of his leg, and I’m pretty sure that’s why he’s so listless. He was scanned, and there is no chip. He had no collar. I have the impression that he’s some kind of farm dog. He’s not neutered.

If somebody wants to claim him, I’m very happy to return him. He’s very nice-natured. He’s not mean at all, and I hate to see him go down. But when I found him, I think he had less than an hour to live because he was listlessly wandering in the middle of the street, and there were trucks and cars stopping and beeping, and he did not seem to want to get out of the middle of the street.

Anyway, since I’ve had him, he’s had many ups and downs. The first few days, all he would do was lie down. He wouldn’t walk. And I could hardly get him to stand.

After a short time on the antibiotic, he began to look like he was returning to normal. He started eating. He started doing his duty both ways. But then, yesterday, he started throwing up everything he ate, so he went back downhill again.

The other thing is every time I bandage him, he chews off the bandage and starts licking it. He’s basically cannibalizing that little wound on his back leg. I have a doughnut on order for his neck today to try to get him to stop because the bandages don’t last more than 10 or 15 minutes.

Anyway, just wanted to share this little adventure I’m having. Hopefully I’ll be able to mend him and keep him because I really like this guy. I’ll update this as we move along. Right now, I’m just waiting for his neck donut. If he eats today (not his own leg), I’m going to try to get him a bath somewhere. 🙂

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ICANN Just Gave Away $9 Million

Posted on June 3, 2025 by Joe Alagna

For those of us who’ve been around the domain name world for a while, this is news worth watching: ICANN has just handed out nearly $10 million in grant money to 21 organizations around the globe. This is the first wave of distributions from their new Grant Program, funded entirely from the proceeds of the 2012 round of new gTLD auctions.

Back in 2012, when multiple companies applied for the same domain extension (think .app, .shop, .blog), ICANN held “last resort” auctions to decide the winners. Those auctions brought in serious money — over $200 million. And for over a decade, the industry’s been asking: what’s going to happen to all that cash? Well, now we know. ICANN has decided to put a chunk of it toward projects that claim to support a more secure, stable, and inclusive internet.

The first batch of recipients includes everything from DNS security initiatives to efforts that increase internet access in underserved communities. A few focus on multilingual access, and others aim to strengthen local internet governance. Each project could receive up to $500,000 — enough to make a difference, especially in the hands of the right people. While it’s too soon to say what the long-term impact will be, it’s a promising start.

This also feels like a bit of long-overdue follow-through. For years, there’s been speculation — and some frustration — over how that auction money would be used. Should it be returned to the applicants? Used to reduce ICANN fees? Held in reserve? This grant program suggests ICANN is taking a more philanthropic route, using those funds to reinforce the broader internet ecosystem. It’s hard to argue with that intention, even if some of us might’ve handled it differently.

Personally, I’m glad to see some motion. The 2012 round changed a lot about how the internet is named and navigated. Seeing that momentum ripple outward, even this far down the road, is a good reminder that this space is still evolving. Hopefully, this is just the beginning of more thoughtful, impactful investments into the infrastructure that keeps the internet running.

I know someone who applied for some of these funds. They had a great and worthy initiative. But if there is one thing learned from these awards, it is that you should ask for more rather than less. It’s the same amount of work for the providers to give out $500K as it is to give out $50K. 🙂

For more information, visit ICANN.

Posted in ccTLDs, Country Code People, Domain Name News, Domain Names, ICANN, Plain Interesting, Registrars, Registries, Tech News and Views | Comments Off on ICANN Just Gave Away $9 Million

Draft new gTLD Applicant Guidebook is Published!

Posted on June 3, 2025 by Joe Alagna

Yes, the first draft Applicant GuideBook is here. This is not the final version.
ICANN also did two webinars explaining the high points. Last time, they changed it more than six times before the process began, and they changed it during and after. Here are the things I noticed…

The first thing I noticed is that there is an entire process for changing things. They are calling this the Predictability Framework. They changed things last time, but there wasn’t a clear process for doing so. This tells me that there will be more versions of the Applicant Guidebook, but we’ll have a better idea of how it’s done this time. 🙂

Another significant change has been discussed and implemented now for at least a year; Registry Service Providers (RSPs) will be evaluated only once before the Applicant Window opens. This looks like a nice improvement. Last time, RSPs were evaluated over and over with each applicant. That was wasted time.


In contrast with the last Applicant Guidebook (AGB), this guidebook has a very well-organized Table of Contents. I really like the Applicant Journey section. It’s a clear depiction of what applicants can expect as part of this process.

On my first read, I was concerned that 2012 applicants would get their singulars and plurals for free under 2.3.1.1.2 (Four Variant Strings free for existing gTLDs). I asked about that on the webinar, and they seemed to confirm that this is not the case. We’ll see how this is treated as time goes by.

Refunds: This time, there are only three distinct refund windows: 65% within ten days of String Confirmation Day, 35% until the start of the Application and Applicant Evaluation, and 20% up to the point at which an applicant would enter into a registry agreement with ICANN. It’s simpler, but it also adds more risk for applicants.

They also offer refunds if there are material changes as described above in the Predictability Framework. I love ICANN, but this feels more like an unpredictability framework. :-). At least there is a way out if a big change materially affects your application. 2.3.3.2 discusses an Application Volume Refund that will be important to think of when you apply. It has something to do with what will happen if ICANN ends up getting less than 1,000 submissions (and revenue). We have to watch this.

Another new feature is the Replacement Period. This means that if you think your original string is going to be part of a difficult contention set, you’ll be able to substitute a replacement string that you listed with your application. After the Reveal Day, there will be a 14-day Replacement Period to notify ICANN that you wish to replace your original applied-for string with the replacement identified your your application. I’ll reserve judgment here.

There will still be a Prioritization Draw that determines the order of delegation, with IDNs being prioritized above others.

The processes for contention resolution seem onerous; they give ICANN several options to enforce, including legal action. OMG. But after reading through Module 3: Community Input. Objections and Appeals, I was encouraged… There is a lot of material about how to resolve contention. A lot of this new guidebook deals with situations you may never find yourself in, depending on the string(s) you choose. I get the feeling that ICANN is really looking for applicants who want to run their strings in good faith, and that’s not a bad thing. Look for more here over the coming weeks and months. Please get my book on how to get your own top-level domain to learn more.

ICANN’s draft version is published here: https://itp.cdn.icann.org/en/files/policy-development/new-gtld-program-next-round-draft-applicant-guidebook-for-public-comment-30-05-2025-en.pdf

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