By now you've probably noticed the onslaught of unfamiliar domain name extensions popping up here and there. Like most domain name professionals, you've probably sat at your computer pondering whether or not you should kick out the extra cash to register some of these domain names... why?

Keywords! While droves of individuals place an extreme value on the domain names extension, I firmly believe that the extension has nothing to do with the success or failure of the domain name. While certain ccTLD's (Country Code Top Level Domains) gain popularity, others leave little to be desired. Mostly because of certain restrictions placed on the domain extension by it's sponsoring organization.

Those ccTLD's made available nationwide, or at least with no registration restrictions are, of course, going to be more popular than ones limited to corporations of the country for which it stands.

What determines popularity. People do. How do we increase the popularity of these alternative domain names? Marketing, and education. The best thing to do is make people aware that they do, in fact, have other options.

Just because .cc is technically the country code for the Cocos (Keeling) Islands, or .ad is for Andorra doesn't mean you have to market it that way. Use some creativity in choosing the best name possible. People remember creative names.

Again, I cannot stress the importance of keywords. The part of the domain name before the extension is, and always will be the most important aspect of the domain name. So, if your question is, should I buy or invest in ccTLDs, the answer is yes. Though the present return on these alternative domain names is minimal in comparison to the .com, the future looks promising for certain ccTLDs, for example, Beauty.cc sold for $1,000,000; setting a record for the highest amount paid for a non .com! I'd say the proof is in the pudding, not to beat an old clich to death.