PALM BEACH, FL – It seems that Google, the world’s most popular search engine, is determined to do away entirely with URLs in its search engine, no doubt further increasing its position in, and not to mention, the value itself of “alternative URLs” by completely removing a person’s ability to subconsciously decide whether a site is trustworthy based on the URL itself.
I touched on this topic back in September 2018 when I wrote “EVIL: Will Google Do Away with Domain Name and Extension Entirely Anyway?” Well, they are at it again, messing around with URLs. It could be called a new gTLD registries wet dream. Can you say, “Charleston Road Registry?”
According to Search Engine Journal, Google is again testing search results without URLs. This was first spotted by a Reddit user who shared a screenshot:
Here is what one Reddit user had to say about the change:
This is going to normalize the perception of users between traditional tld’s and modern tld’s because they cant subconsciously decide whether or not to click on something based on the perceived trustworthiness of the URL. I think that fundamentally it is a good thing for new domains trying to get into a niche. this is going to devalue the perceived “vanity” of any particular url, which is good in a climate where basically any URL is taken.”
As suggested in the Search Engine Journal article:
“We may be looking at the beginning of the end for URLs in search results.”
About The Author: John Colascione is Chief Executive Officer of Internet Marketing Services Inc. He specializes in Website Monetization, is a Google AdWords Certified Professional, authored a ‘how to’ book called ”Mastering Your Website‘, and is a key player in several Internet related businesses through his search engine strategy brand Searchen Networks®
Michael Anthony Castello says
Maybe in Chrome they will do away with addresses. The main question is how will advertisers using legacy media get customers to their website? Their brand address Is their advantage. It gives them independence from being dependent on Google. They’ve attempted this nonsense before.
Mark Thorpe says
Well if that becomes the case we will have to put the URL in the title and description. Google acts we react:)
Now it seems like you can and cant trademark a domain name. That said i wonder if competitors and shady websites can also put someone else’s Domain name in their title?
On one of my premium domain names i have a few people on Facebook and twitter using my domain name in their title, etc. Probably for search engine purposes but they are Misleading users to think they are the owners.
As for SEM such as adworda i thinj like Rick says its going to be a clusterfuc#.
P.S Michael you are a good man.
Russian Troll says
Doing that they may give a huge advantage to their competitors. Competition is great.
Google wants to DESTROY DNS. They want a mobile app world, so everything is hosted by them, google cloud servers. The internet is becoming more decentralized by the day <-bad for company like google. They will fail in this endeavor of trying to DE-LEGITIMIZE the extension however, again, they're on a quest to kill DNS!
Michael Anthony Castello says
@Jay, Google will try to undo the brilliance of what Jon Postel did-allowing memorable names to sit on top of IP which promotes direct navigation. In the past IP were also allowed to be indexed in Google.. No longer. Now they are going after domain names.
Here is an article about the late Jon Postel. I also want everyone to see what Google does to the source address when I searched. They hijack it.
M. Menius says
This is a detriment to content publishers & website owners. LinkedIn does this too framing all external links within their environment. There seems to be no easy way to tame these big tech companies. I want clarity in the search engine result by always displaying the url.
Bob McGough says
Visibility of the domain name is important for both Marketing and Security reasons.
At minimum, the browser should display the DN when rolling over the link. In today’s world, one doesn’t know if the TLD is .tk or .com. That’s a critical distinction.
The user should always retain the choice of whether the DN is visible in their browsers Preferences.
Jovenet Consulting says
New gTLDs are an added value when seeing a domain name in a search engine prior to clicking. I mean that a URL ending in “.rugby” has more chances to be about Rugby than a “.com”. It is common sense and I hope Google adapts its algorithm someday