Look out cybersquatters, the rules are changing. ICANN just approved a recommendation that will allow for self-selected top level domain registrations.  The .com’s, .org’s and .tv’s will be expanded to include .brandname, .yourname, and .anythingyouwant.

If you own www.pledgeofallegince.com, which is for sale at Go Daddy’s auction for $312,000, or www.tone.com, which can be yours for only $80,000, sell quickly!  There is going for be a whole new world of competition very soon. While the complete details of the plan won’t be approved by the ICANN board until early 2009, they are opening the door for change.

ICANN will have a limited application period where worldwide entities can submit an application for the .whatever of their choice. Trademarks won’t be reserved.  There will, however, be an evolution process and an objection-based mechanism for trademark owners.

The word on the street is that the new .whatever’s will be expensive compared to their .com peers.  How expensive?  We’re not sure, but it could make www.plegeofallegince.com look like a bargain.

And for those of us trying to stay one step ahead of the search engine’s algorithms we better hold on tight, it’s going to be a bumpy ride!

ICANN announcement