I recently explored Google's index of websites with the .it.com top-level domain. It seems a significant amount of capital and effort has been invested in acquiring and promoting these domains.

Google's search results currently display a meager 1,480 total hits, many of which are duplicates. This raises the question of the long-term viability and sustainability of this domain strategy.

The .it.com TLD is often seen as a way to establish a presence in the Italian market, as it can be interpreted as a combination of the ".it" country code TLD for Italy and the more widely recognized ".com" TLD. This dual-identity approach can be an attractive option for businesses or individuals looking to target the Italian audience while still maintaining a broader, international appeal.

However, the low search volume of 1,480 total hits, as you've observed, raises some concerns about the long-term sustainability of this domain strategy. Several factors may be at play:

1. Lack of brand recognition and trust: The .it.com TLD is relatively new and unfamiliar to many internet users, who may be more accustomed to and trust the established ".it" or ".com" TLDs. Building brand recognition and trust in a new TLD can be a challenging and time-consuming process.

2. Search engine optimization (SEO) challenges: Popular search engines like Google may not treat the .it.com TLD as favorably as the more established TLDs, which could result in lower search engine rankings and visibility for websites using this TLD. This could be a contributing factor to the low search volume you've observed.

3. Limited domain availability: If the .it.com TLD is actively being acquired and promoted, the pool of available domains may be limited, making it challenging for businesses or individuals to secure their desired domain names. This could lead to increased competition and higher domain registration costs.

4. Potential confusion with existing TLDs: The .it.com TLD may be perceived as similar to or potentially conflicting with the existing ".it" and ".com" TLDs, which could create confusion among internet users and search engines.

To address these challenges and improve the long-term viability of the .it.com TLD strategy, several approaches could be considered:

1. Invest in robust marketing and branding campaigns: Educating the target audience about the benefits and unique value proposition of the .it.com TLD could help build brand recognition and trust.

2. Collaborate with search engines to improve SEO visibility: Engaging with search engine providers to understand and optimize for their ranking algorithms could help improve the visibility of .it.com domains in search results.

3. Diversify the domain portfolio: Acquiring and promoting a range of domain names, including the more established ".it" and ".com" TLDs, could provide a more balanced and sustainable approach.

4. Explore complementary strategies: Combining the use of .it.com domains with other marketing and online presence initiatives, such as social media, content marketing, and local SEO, could help amplify the overall impact and reach.