.sfo

a new top-level domain

Additional information

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Applicant

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The .sfo campaign is led by Todd Traina, a local San Franciscan, business owner and investor. A portion of the profits earned if the .sfo top-level domain is realized will be returned to charities that benefit the homeless, the arts and other important local causes.

Mission

The mission of the dotSFO new TLD campaign is to increase the awareness of businesses and organizations in the San Francisco area and use the .sfo name extension to drive traffic to websites that provide goods and services to the city and its residents.

Advantages

People registering a .sfo top-level domain will realize several advantages from the name extension. First, site owners will be able to display their pride in their city. When a user visits a site with a .sfo ending, the name immediately communicates to the user that the site is directly related to the city of San Francisco, thereby reinforcing the usefulness of the name itself. One of the greatest benefits of new TLDs are their potential ability to envelop meaning in the domain name, unlike the current generic TLD structure. Generic TLDs imply no meaning in domain portion of the address thereby leaving a visitor to guess the purpose of a site whereas a new TLD's name speaks directly to the customer. Restaurants, real estate, hotels and other businesses and organizations in the area that decide to purchase a .sfo name can then all leverage the inherent meaning a new TLD carries to pair a domain name with website content to increase interest in their business offerings.

An additional advantage of a new TLD such as .sfo regards site visitors' ability to find a website that contains information specifically related to their search criteria. One of the factors search engines use to provide search results is a site's top-level domain. For example, search results for restaurants will likely not include any websites containing a .edu (education) domain extension--the reason being that restaurants have little in common with education. On the other hand, a search that included the terms "San Francisco" and "restaurants" would likely return highly relevant results and therefore justify the investment in a new TLD.