If you dominate the first results in Google for a specific search term, then Google will now introduce a new algorithm, which threatens to remove some of these results. This means less traffic to you, and more to your competitors. However, the launch of the new top level domains (such as .shop, .web, .search, .new) provides a window of opportunity for the smart ones in the room. Watch this video from Google's chief engineer Matt Cutts. He explains how they went from clustering search results for the same website, but have since then moved towards reducing the dominance to ensure diversity and hence relevance.
Why does Google show multiple results from the same domain?
Until recently you could dominate page 1 for a specific search term, where the the first 4-5 results linked to different sub-domains on your website.
E.g. the first results could be:
They will now reduce this to max. two results on page 1 in the future, and none on the subsequent pages 2 and 3. This means that more competitors will be on page 1, unless you do something. This is where the new top level domains come in. In the past Google has allowed a large number of different sub-domains to list neck at neck in the search results, Now you need to have different websites instead, if you want to dominate the search results. You could check if there are domain names available for existing top level domains, however for most popular search terms everything is taken. The new top level domains instead offer unique opportunities to register just the domain name you wanted (e.g. CoffeeMachine.shop). Google themselves have applied to become registrar for several new top level domains, and it is clear that the new top level domains will rank on same terms as the old ones. We offer a queue for over 100 of the new top level domains. There is a queue fee of Eur 20, which will ensure that you are the only one applying in our queue, and you will get informed early about price and conditions. I believe that it is the best chance in the market to get your domains in time. Conclusion Google will limit search results on page 1 to max. two results from the same website. This means that if you dominate a search term today, then some of these results will be removed, and more competitors will appear. You should therefore make a plan to work out how to occupy these vacant positions. The solution we recommend is to create a website with content that ranks for this search term (not duplicate content!). The new top level domains offer a unique possibility to get the right keyword domains and brand domains.