Google reads coffee.club as coffee club (SEO)

Extract: "It seems that the domain name has become important for search engine optimization again. The beauty of the construction of the new gTLDs is the keyword.keyword structure. While you’re not controlling the anchor text to your website, chances are high that the anchor text will be the domain name boosting your ranking for that search term".

Source: http://blog.europeandomaincentre.com/google-reads-coffee-club-as-coffee-club/.

Reminder:

• Clubs can register their .CLUB domain name with the European Domain Center;
• To participate in a Sunrise Period, Brands should submit their trademark data into the Trademark Clearinghouse and check the calendar;
• To promote new gTLDs "a different way", contact Jovenet Consulting.