Settle down. It’s not what you think. Taylor Swift and her team are playing the long game against the seedier elements of the Internet. How? By buying up several adult domain extensions with her name in them.

The biggest of the two? TaylorSwift dot porn and TaylorSwift dot adult. Swift’s team jumped in and grabbed the TLD extensions before anyone else could set up ridiculous websites.

What Taylor Swift has done is often referred to as domain squatting. With these extensions in the wild, expect more celebrities and corporations to secure their names as brand protection

Domain Extensions

In 2011, the Internet Corporation for Assigned Names and Numbers (ICANN) saw the need for more domains. The popular .com extension and others were becoming oversaturated. The organization increased the number of gTLDs from 22 to 547. New ones will roll out every month.

Some are actually useful, such as .app and .io. Mobile apps have quickly moved on those extensions, while marketers have looked to see how .adult, .porn and .sucks would fare.

Before you rush to GoDaddy thinking you can grab one for $9.99, think again. The newer extensions can run as high as $2500 per year. Those thinking you can buy a celebrity’s name with an adult extension and rank for said name are delusional at best.

Brand Protection

I get why Taylor Swift bought the domains, It’s an exact match url typing scheme. If someone else grabbed it, they could make money off the curiosity factor of people typing in the exact web address?

But worries over someone ranking on the first page of Google for Taylor Swift with a .porn extension? Yeah, not going to happen. The SEO community isn’t even sure what value Google will place on having the exact keyword with the domain extension.

My guess? Not much, unless it is actually relevant to the industry. And if someone managed to spam their way to the top with a new Internet marketing technique? Congrats, you just killed that method and wasted a lot of money. Google thanks you, though.

In the end, the purchases were the ‘may as well’ variety. She’s heavily protective of her brand, and celebrities could learn a thing or two about that from her. Protecting your business never goes out of style.

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