The COVID-19 pandemic has accelerated digital transformation among businesses to ensure sustainability. In today’s digital world, optimizing search engine queries are essential to enhancing business opportunities. This session will share how Search Engine Optimization (SEO) works and how it relates to domain names, and in this regard why domain names matter for your business. The session will also feature SEO tips and strategies, as well as the use of new generic top-level domain (gTLD) and Internationalized Domain Names (IDNs) to positively benefit online businesses.