Google to take on GoDaddy in domain name war

Google has announced that it is testing out a domain name registration service.

The new service will enable customers to "search, find, purchase and transfer" domain names for their businesses.

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The move comes at a time of increasing demand for domain names, as more and more companies look to create an online presence.

The timing is even more significant as it comes just as GoDaddy, one of the world's largest domain name registration firms, filed papers to sell some of its shares in order to raise $100m (£59m).

As stated by Keith Timimi, chairman of the digital marketing service agency VML Qais, the move "puts [Google] in direct competition with GoDaddy," which reportedly had 57 million domains under management at the end of last year and generated revenues of $1.1 billion.

Timimi went on to say that, although there have "always been rumours within the industry that Google was a domain name registrar," the firm primarily used the service to "fight web spam and to help provide cleaner search results."

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In a statement, Google said it is working to provide customers with "hosting services from a range of providers, as well as domain management support."

The search engine giant has also revealed partnerships with four website building firms, Squarespace, Wix, Weebly and Shopify, to help business create sites of their own.