This is the book we’ve just completed. I spent almost 13 years immersed in the process of helping new Top-Level Domains come into existence and grow, first, working for a growing domain registry between 2007 to 2012. This was the first time that ICANN opened the process to the public en masse. Almost 2,000 applications were received, and today’s result is that domain registrants now have around 600 new choices for endings to their domain names. I worked on about 60 successful applications.
In 2013, I began working for 101domain. They were the first to offer all Top-Level Domains, a comprehensive source for researching and buying almost any Top-Level domain in the world. It was our philosophy to work with all registries and be the one-stop shop for purchasing any top-level domain name. We released from one to ten new gTLDs each month from 2013 to 2017. Then I joined Afilias (now part of Identity Digital) and worked on ccTLDs.
Well, ICANN is doing it again! In 2026, they will allow applicants to go for their own top-level domain once again. I decided to share what I learned from the last round and, together with Andrey Insarov, our CEO at it.com Domains, I’ve written, How to Get Your Own Top Level Domain.
If you are a member of the press and want to get a digital version for review or for an article, please let me know here. The book is being released this week (May 15, 2025).
To get a feel for how important this event is, consider the following:
Top-Level Domains: Rare Digital Infrastructure With Lasting Value
In the digital economy, domain names are no longer just technical identifiers; they’re assets. And like all assets, some are worth far more than others.
A 2021 study by Boston Consulting Group valued the secondary domain market, where investors buy and sell premium domain names, at nearly $2.1 billion, rivaling the size of the primary retail domain market. That market is built entirely on second-level domains (SLDs) like business.com, travel.net, and finance.org. These are registered beneath a Top-Level Domain (TLD).
As of Q1 2025, Verisign reports that there are roughly 386 million registered second-level domains across all TLDs. But remarkably, there are only about 1,500 top-level domains in total. That makes TLDs approximately 250,000 times rarer than the domains built beneath them.
Rarity Meets Function
Top-level domains aren’t just rarer, they’re more foundational. Every single domain registration, renewal, and transaction under a TLD funnels value back to the operator of that TLD. Unlike SLDs, which offer one-time sales or limited leasing potential, TLDs offer ongoing cash flow, asset equity, and strategic control over naming rights across entire industries, languages, or interest groups.
A top-level domain like .realty or .art isn’t just a string. It’s a platform – a naming ecosystem that can host millions of second-level domains beneath it, each potentially worth hundreds, thousands, or sometimes millions of dollars individually. The operator controls pricing, policy, partnerships, and access.
Let the Numbers Tell the Story
If 386 million SLDs can create a $2.1 billion aftermarket, and if just a few SLDs like voice.com or insurance.com have sold for over $30 million each, how much more valuable is the underlying infrastructure that enables infinite versions of those names under your own TLD?
Operators of TLDs like .xyz, .io, and .ai have built multi-million-dollar enterprises by monetizing naming rights across niches. Verisign, which operates .com and .net, has become a $20+ billion company doing exactly this.
A Business, Not Just a Name
Each top-level domain becomes its own business unit. It has customers (registrants), revenue (renewals), partners (registrars), and policies (managed through ICANN). It may be traded, invested in, or acquired, just like any valuable company.
Top-level domains are not speculative novelties. They’re digital infrastructure. Scarce, foundational, and capable of generating long-term value in a way that few digital assets can.
In a world where SLDs command millions, top-level domains may be the most underappreciated business assets on the Internet.
Owning a top-level domain is like owning the entire mall, not just a store inside it.
I have helped people apply successfully in the past, and I want to help those who wish to do so this time. The book will contain my perspectives, the basics of how to apply, and my thoughts on what we might expect in the coming year. It also contains at least three interviews of people who applied in 2012.
AI and AI Agents are the newest trends in marketing and technology. Some examples follow: According to Afternic, the word agent recently entered the top twenty most important keyword list. AO (Agent Optimization) is the new SEO (Search Engine Optimization). Students and workers in business and government are using ChatGPT to innovate, create, and improve their plans and their writing.
But what do agents do for your entrepreneurial independence? How are they affecting the worlds of education, business, and government? Closer to home, how will these trends affect you as you go about your business and your world? Does AI matter to domain names? Will AI replace domain names?
Agents Can Reduce Your Independence
I’ve been concerned for some time about how young people are becoming dependent on ChatGPT to write answers, papers, and more. We risk becoming part of “the Borg” (for you Star Trek fans). Don’t get me wrong, I use ChatGPT, but I’m leaning more toward using it simply to correct grammar and punctuation. I don’t like the idea of OpenAI using my writing to train. Where does that end up? I don’t really know, and I’m not sure it’s in my best interest. I’d rather pay for a Grammarly subscription and hope that it’s mine only (I could be wrong).
Will AI Replace Domain Names?
I don’t think so. And the reason is that we love our independence. Over the years, we’ve been told that QR Codes, Apps, and Social Networks will replace domain names. Indeed, all of these things have affected domain names. But none of them will replace domain names, and neither will AI and Intelligent Agents. Domain names have become the digital equivalent of our home or business addresses.
Do you still have an address for your home or office? How do people find you if they want to visit you physically? You give them your address. An address is even needed to enter into your GPS. Addresses matter. And so do domain names. They are the single best tool to identify you, who you are (online), and what you do.
Maintaining Your Free Agency
Whenever we abdicate our free agency as individuals, non-profits, businesses, and government agencies to an AI, an app, a social network, or an AI agent, we lose. We give that entity the power to choose for us. Any thinking person can see that this is a mistake. We don’t want others to have that power. Domain names remain the best way for us to control our message, to control our destiny.
Identifying Fraud Online
The use of DNS and domain names is At the very heart of the entire online security industry! Experts in the field of domain names started many if not most, sizeable online security firms. Education for lay people on how to detect fraud, phishing, and pharming in email almost always relies on teaching them how to dig into an email header and see where that email began and where it ended. It all goes back to understanding domain names and the Domain Name System (DNS).
So, let’s not be afraid of AI and Agents. They won’t make domain names irrelevant.
ICANN is famous for its complexity, but they are really trying hard to help new gTLD applicants understand the process. The video below was released two weeks ago and helps viewers to understand what is going on.
I thank ICANN for this kind of communique. It does explain in a good way, that there is a difference between registering a domain name and applying for a new gTLD. There is a VAST difference.
I work for it.com Domains Ltd. and want to share why I believe this product is important for Italian business.
In today’s global digital landscape, securing your brand’s online presence across different markets is crucial for Italian businesses aiming to extend their reach into the United States. Understanding the nuances of domain name perceptions and preferences can be a game-changer. While .it, Italy’s country code top-level domain (ccTLD), is well-recognized and respected domestically and in Europe, the scenario changes when tapping into the American market. Here, the .com extension reigns supreme, often leading to missed opportunities for Italian businesses that haven’t adapted their digital strategy accordingly.
For Italian businesses looking to penetrate the American market or solidify their global presence, registering a .it.com domain is not just an option—it’s a strategic necessity. Joe Alagna, Chief Strategy Officer, it.com Domains Ltd.
Why .it.com?
American internet users overwhelmingly prefer .com domains, a trend rooted in the domain’s ubiquity and perceived trustworthiness. This preference can lead to a unique challenge for businesses operating under a .it domain: American customers might mistakenly append .com to the end of a .it domain, resulting in a non-existent or incorrect address. For example, if a potential customer remembers your website as “example.it” but types in “example.it.com” out of habit, they could end up on an unrelated site or receive an error message.
Missed Connections and Missed Revenue
The consequences of such misunderstandings are not just lost web traffic; they translate directly into missed business opportunities. When American users fail to reach your Italian website due to domain confusion, the direct fallout is a potential loss in sales, reduced brand reach, and diminished online authority in the American market.
A Simple Solution
Registering a .it.com domain is a straightforward and effective solution. This strategy ensures that American customers who mistakenly add .com to your .it domain still land on your intended website. This not only safeguards your brand but also captures the valuable traffic that otherwise would have been lost. Moreover, having a .it.com domain reinforces your brand’s identity and commitment to catering to the American audience, enhancing trust and recognition.
Enhancing Marketing and SEO Efforts
The dual-domain approach (owning both .it and .it.com) also strengthens your marketing strategies. SEO (Search Engine Optimization) efforts can be tailored more effectively when you can differentiate content and keywords for an American audience on the .it.com site while maintaining a localized focus on the .it website for European users. This segmentation can lead to improved search engine rankings in both regions, optimizing your visibility and increasing your digital footprint.
Consistency Across Platforms
With the rise of digital marketing and social media, consistent branding across platforms is more important than ever. Owning the .it.com version of your domain ensures consistency, making it easier for customers to find and recognize your brand across various platforms and promotional materials. This consistency helps in building a strong, unified brand image that resonates with both American and European audiences.
Long-Term Strategic Edge
Embracing a .it.com domain prepares your business for long-term success in the U.S. market by establishing a foothold that acknowledges and adapts to local consumer behavior. This proactive approach not only secures your current customer base but also opens doors to new segments of the American market, ultimately contributing to your business’s growth and international expansion.
Easy Setup, Lasting Benefits
Setting up a .it.com domain is as straightforward as registering any other domain, and the benefits are lasting. You can redirect the .it.com traffic to your primary .it website or develop a dedicated U.S.-focused site to ensure no customer is left behind. This dual-domain strategy is a cost-effective way to maximize your reach and influence in key markets without the need for extensive overhauls or rebranding. The it.com domain can be registered at over 40 registrars, including Godaddy, Porkbun, Sav, Dynadot, CentralNic Reseller, and more. European registrars include, Domgate, Realtime Registrar, Dotnice, HostingSolutions, Site.pro, and more. For a complete list, visit https://get.it.com/for-registrars.
Conclusion
For Italian businesses looking to penetrate the American market or solidify their global presence, registering a .it.com domain is not just an option—it’s a strategic necessity. It bridges the gap between different digital cultures, ensuring that your brand not only reaches but also resonates with American consumers. By securing a .it.com domain, you capture all possible traffic and prevent competitors from capitalizing on potential misunderstandings. Embrace the .it.com strategy to fully leverage the digital opportunities across the Atlantic, turning navigational errors into profitable engagements.
Sbloccare i Mercati Digitali Americani: Il Vantaggio Strategico di .it.com per le Imprese Italiane
Lavoro per it.com Domains Ltd. e desidero condividere perché credo che questo prodotto sia importante per le imprese italiane.
Nel panorama digitale globale di oggi, garantire la presenza online del proprio marchio in diversi mercati è fondamentale per le aziende italiane che mirano a espandersi negli Stati Uniti. Comprendere le sfumature delle percezioni e delle preferenze legate ai nomi di dominio può fare la differenza. Mentre il .it, il dominio di primo livello nazionale (ccTLD) dell’Italia, è ben riconosciuto e rispettato a livello nazionale e in Europa, la situazione cambia quando si guarda al mercato americano. Qui, l’estensione .com domina, portando spesso a opportunità mancate per le imprese italiane che non hanno adeguato la propria strategia digitale.
Perché .it.com?
Gli utenti internet americani preferiscono in modo schiacciante i domini .com, una tendenza radicata nella diffusione e affidabilità percepita di questo dominio. Questa preferenza può rappresentare una sfida unica per le aziende che operano con un dominio .it: i clienti americani potrebbero aggiungere erroneamente .com alla fine di un dominio .it, portandoli a un indirizzo inesistente o errato. Ad esempio, se un cliente potenziale ricorda il tuo sito come “esempio.it” ma digita “esempio.it.com” per abitudine, potrebbe finire su un sito non correlato o ricevere un messaggio di errore.
Connessioni mancate e ricavi persi
Le conseguenze di tali fraintendimenti non si limitano al traffico web perso; si traducono direttamente in opportunità di business mancate. Quando gli utenti americani non riescono a raggiungere il tuo sito italiano a causa della confusione sul dominio, il risultato diretto è una perdita potenziale di vendite, una ridotta visibilità del marchio e una diminuzione dell’autorità online nel mercato americano.
Una soluzione semplice
Registrare un dominio .it.com è una soluzione semplice ed efficace. Questa strategia garantisce che i clienti americani che aggiungono per errore .com al tuo dominio .it arrivino comunque al tuo sito. Questo non solo protegge il tuo marchio, ma cattura anche il traffico prezioso che altrimenti sarebbe andato perso. Inoltre, avere un dominio .it.com rafforza l’identità del tuo marchio e il tuo impegno verso il pubblico americano, migliorando fiducia e riconoscibilità.
Rafforzare il marketing e la SEO
L’approccio del doppio dominio (possedere sia .it che .it.com) rafforza anche le tue strategie di marketing. Gli sforzi di SEO (Search Engine Optimization) possono essere ottimizzati in modo più efficace differenziando contenuti e parole chiave per un pubblico americano sul sito .it.com, mantenendo al contempo un focus localizzato sul sito .it per gli utenti europei. Questa segmentazione può migliorare il posizionamento nei motori di ricerca in entrambe le regioni, ottimizzando la visibilità e aumentando la tua presenza digitale.
Coerenza tra le piattaforme
Con l’aumento del marketing digitale e dei social media, una coerenza di branding tra le piattaforme è più importante che mai. Possedere la versione .it.com del tuo dominio assicura coerenza, rendendo più facile per i clienti trovare e riconoscere il tuo marchio su varie piattaforme e materiali promozionali. Questa coerenza aiuta a costruire un’immagine forte e unificata del marchio che risuona sia con il pubblico americano che europeo.
Vantaggio strategico a lungo termine
Adottare un dominio .it.com prepara la tua azienda al successo a lungo termine nel mercato statunitense, stabilendo una presenza che riconosce e si adatta al comportamento dei consumatori locali. Questo approccio proattivo non solo protegge la tua base di clienti attuale, ma apre anche le porte a nuovi segmenti del mercato americano, contribuendo alla crescita e all’espansione internazionale della tua attività.
Configurazione semplice, vantaggi duraturi
Impostare un dominio .it.com è semplice quanto registrare qualsiasi altro dominio, e i benefici sono duraturi. Puoi reindirizzare il traffico del .it.com al tuo sito principale .it o sviluppare un sito dedicato al mercato statunitense per assicurarti che nessun cliente venga perso. Questa strategia a doppio dominio è un modo economico per massimizzare la tua portata e influenza nei mercati chiave senza necessità di grandi cambiamenti o rebranding. Il dominio .it.com può essere registrato presso oltre 40 registrar, tra cui GoDaddy, Porkbun, Sav, Dynadot, CentralNic Reseller e altri. I registrar europei includono Domgate, Realtime Registrar, Dotnice, HostingSolutions, Site.pro, InterNetX, e altri. Per un elenco completo, visita https://get.it.com/for-registrars.
Conclusione
Per le imprese italiane che desiderano penetrare nel mercato americano o consolidare la loro presenza globale, registrare un dominio .it.com non è solo un’opzione: è una necessità strategica. Colma il divario tra le diverse culture digitali, assicurando che il tuo marchio non solo raggiunga, ma risuoni con i consumatori americani. Garantendo un dominio .it.com, catturi tutto il traffico possibile e impedisci ai concorrenti di trarre vantaggio da eventuali incomprensioni. Adotta la strategia .it.com per sfruttare appieno le opportunità digitali oltreoceano, trasformando gli errori di navigazione in coinvolgimenti profittevoli.
