• A Managed .nyc TLD

last modified July 20, 2011 by tomlowenhaupt

While search engines like Google sometimes find needles in the Internet's haystack, the .nyc TLD will be operated as a managed space where various organizational agreements, taxonomies, and search tools will help residents and visitors locate city resources. This page discusses these features.

















































“I had talks with German Google and Yahoo CEO on how the .berlin domain would be handled. They said that search requests which include "berlin" will rank domains which have "berlin" as their TLD much higher.”



















Search in the Era of the .nyc TLD

Imagine .nyc as serving a role similar to that of the city’s street grid. When the Commissioners Plan of 1811 created Manhattan’s street grid, it organized and provided ready access to the city’s real estate resources to great economic gain. Similarly, .nyc will organize and make sense of the city’s Internet resources, facilitated by the following features:

  • The .nyc Portals
  • Intuitive Search
  • Advantaged Search Engine Positioning
  • A Trusted TLD
  • “Trademark” Benefits
  • Organizational Relationships

The .nyc Portals

Domain names appropriate for portal pages will be identified and content guidelines established. Portal pages are to be maintained under contractual arrangements by enterprises having the creation of a more livable city  central to their operation.

A combination of editorial and advertising will be found on portal pages, with advertising revenue shared between the page maintainer and the .nyc oversight entity.

An Example

With the .nyc TLD open for business, one could type bakeries.nyc (or bakery.nyc) and receive a portal page about the city’s bakeries. On that page you'll easily locate bakeries by alpha search or geographically - via a clickable map. If you were unsure about your search term, you can enter helper pages like directory.nyc, help.nyc, or index.nyc and peruse an alpha listing of directory pages. In out multi-cultural city, these would include several languages with pétrisseuse, pétrisseur, panaderia, enfrente mixed in with English synonyms like pastry.

Intuitive Search

Today you can intuitively locate one of the Fortune 500 by typing its name into the browser’s address space, e.g., type ibm.com. But beyond a few giants, 99% of the time you’d be better off doing a Google search. When .nyc opens, that will change for sites with .nyc names.

One might just enter the name of a local restaurant with a .nyc suffix and get a direct hit. Or one might enter 75thstreet.nyc to find very local news, or queensfoundations.nyc to locate a listing of foundations in Queens. Enter “queens foundations” in Google today, and you get 1,670,000 hits, and 75thstreet.com goes to a brewery in Kansas City.

Existing .com’s might have .nyc listings with their local events, programs, distributors, campaigns, e.g..So people will lean to try coke.nyc or nike.nyc.

If nothing was found via an intuitive search, .nyc would take you to directory.nyc to refine your search. It would also offer the opportunity to purchase available domain names. This contrasts with today's .com world where a wrong guess frequently lands one in a domain of charlatans. 

There’s no panacea here, but we’ll be dealing within a universe that serves 8,000,000 people not 8,000,000,000. Businesses will learn that those doing an intuitive search for them within the .nyc domain will avoid competitors in the larger .com TLD.

Advantaged Search Engine Positioning

Let’s imagine you try an intuitive entry or two for your local bakery and then look through index.nyc and still can’t find your favorite cruller. So you enter “bakeries New York City” in Google’s search field.

Dirk Krischenowski, Director of .berlin, has discussed the impact a new TLD would have on Google’s operation with search executives. He reported the following in a recent email:

Thus eastsidebakery.nyc will show higher in Google’s listing than eastsidebakery.

Another advantage that would accrue to .nyc domain names arose in Dirk’s conversation: “They also said, that if a short domain like office.berlin is among the top search results, the Internet user will probably perceive this as a ‘good = clearly identifiable and trustable’ search result.”

There are two implications to this.

  • First, while short .com names are no longer available, .nyc will be able to offer shorter, more findable, domain names.
  • Second, this concept of “identifiable and trustable” is another advantage that .nyc will offer. While not approaching the trust and security an FDIC label provides banks, a well managed TLD can provide a measure of comfort in these days of spam and scam. For example, think of the comfort one feels using a more managed .gov or .edu address.

Trusted TLD

In contrast to open TLDs like .com, .net, and .org, we will establish criteria for those seeking to acquire a .nyc domain and provide ongoing oversight. To qualify for a .nyc TLD, one might require some form of presence in the city. While no decision has been made on the criteria, we might adopt a requirement similar to Singapore, where a local postal address is required to purchase a .sg TLD. 

Oversight might include processes that comfort the public that those operating under the .nyc umbrella will be real and honest, to a greater extent than under .com and the other open TLDs.

But we’ll provide a certain openness to enable new business launch rapidly. And ways to facilitate proposing new ideas, both popular and controversial. We recognize that vibrancy and creativity require a certain freedom, and we intend to enable the first amendment to live under .nyc. We not be able to be FDIC secure, but more trusted than a .com.

Local “Trademark”

Another search benefit of .nyc will arise with increased availability of local TLDs, or what some call the local trademark issue. There are thousands of local businesses (bakeries, copy shops, delis, hair cutters etc.) who use generic business identifiers like Star, Blue, York, Cook, Magic, Link, Finest, Sun etc. Having a .nyc will enable more local identity for companies using the same name used in other cities. While Chicago's Fresh Bakery may use freshbakery.com and Toronto has freshbakery.biz, with the .nyc TLD, New York can have a freshbakery.nyc.

Tomorrow’s Internet

The above is presented within the scope of today’s Internet. The long term benefits of a local TLD can be better appreciated by understanding the Internet’s size today and tomorrow.

Today’s Internet runs on IP4 (Internet Protocol 4) with 32 bits in each address, allowing about 4 billion combinations. We are now in a transition to IP6 (don't ask what happened to IP5) expanding the address space to 128 bits. That’s enough address to provide a name every atom on the planet’s surface, 340282366920938463463374607431768211456 names to be exact. 

It's difficult to imagine how we'll use those names. But the net’s only 10 years old, and if every person, business, and item on the planet needs an address, the Internet’s name space becomes huge. In that circumstance, .nyc will seem quaint, secure, and homelike.

Key .nyc Links