.brands Spotlight: Google

The .brands Spotlight series takes a deep-dive into interesting facets of the .brands space, looking at Stats Hub data to find insights about how .brands are being used across different industries, regions and organizations. This Spotlight piece focuses in on search giant Google’s use of its .brand TLD.


One organization applied for more new Top-Level Domains than any other. That organization also happens to be one of the world’s most ubiquitous and innovative brands and is widely regarded as the global leader in digital. That’s right, it’s Google.

After applying for over 100 TLDs (including 17 .brands such as .chrome, .android and .youtube), the world remains highly interested in their strategy. This Spotlight piece will focus specifically on Google’s use of the .google TLD to date.

Key statistics

Total domains registered

  • Proportion of active domains (resolving or redirecting) 67%

Number of domains in Alexa

Key use cases

Industry spotlight: Aligning corporate priorities with a .brand

If it’s valuable, it’s on .google

Google has clearly taken a ‘quality over quantity’ approach so far in its use of the .google TLD. As covered before on MakeWay.World, the assets Google has chosen to transition or launch on .google domains to date all relate to significant corporate programs, future-focused projects and community-based offerings.

One of the first domains Google launched was when it reconciled a number of varying company and product blogs into a single location, entitled ‘The Keyword’ and hosted at www.blog.google. At the time, this was pitched as the place to go in future for all information on Google products and services – a significant asset to tie to the .google TLD. [Read more about www.blog.google here]

Shortly afterwards, a new microsite dedicated to information and resources relating to Google’s environment and sustainability goals was launched at www.environment.google. Similarly, this was a case where a project of great importance to the company was aligned with the .google TLD – tying the domain to the future of the organization and the brand. [Read more about www.environment.google here.]

This trend has continued throughout Google’s site launches, creating a strong association between the .google TLD and projects that are imperative to the future of Google’s operations and brand value.

New releases, new domain

Another pattern that can be seen in Google’s .brand launches so far is the release of new products on .google domain. Some .brands have shown a reluctance to move existing digital assets without significant planning and strategy for maintaining SEO ranking and other accrued authority, however introducing new properties on a .brand TLD is a good way to maximize search indexing and educate users in a streamlined manner.

The earliest such introduction was Google’s domain Registrar service launched in tandem with its TLD applications – which is hosted at www.domains.google. However newer offerings have quickly expanded beyond the domain name space, with Google’s artificial intelligence-focused, venture capital fund at www.gradient.google and broader AI projects site at www.ai.google.

A good omen for search?

The SEO performance of .brand domains has been the elephant in the room since the release of new TLDs, with organizations keen to establish whether keyword-rich domains offering additional information through the inclusion of their company name would help boost search ranking in the long term.

Google’s own .brand domains are an interesting case study in how relatively new domains using a relevant, branded extension are thus far performing in search.

Search ranking example – as at September 2017

google SERP search ranking SEO example design dotgoogle dotbrands ai artificial intelligence

Obviously, .brand domain launches from Google carry particular weight as examples to the broader community, as its willingness to adopt this branding asset may be a good sign for the future treatment of .brands in search. How this will develop in future will continue to be a fascinating space to watch.


Google’s use of the .google extension is a wonderful sign of the power that .brand TLDs can bring to companies of any size.

In their use of .google, Google is showing a methodical approach can reap dividends as it continues to launch new products, transition supporting services and align corporate programs and activities to the future of its brand. Google shows having a measured approach to introduction which is rooted in measurement and customer education is key to success.

On a broader level, the possible implications of Google’s .brand launches for the treatment of new TLDs in search are incredibly fascinating and makes this particular .brand TLD one that is watched closely by the industry as a whole.


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About MakeWay.World

The digital landscape has changed, and disruption is no longer just for startups. In today’s increasingly cluttered market, some of the world’s biggest organizations are turning the tables on digital and taking back control of their brand. A .brand Top-Level Domain creates new pathways to forge stronger connections with your customers. With your company or brand name to the right of the dot, you gain an unprecedented level of control, flexibility, and security for your digital presence – in addition to endless new possibilities for creativity and innovation. Make way for branding that cuts through the clutter. Make way for better customer experiences and real, meaningful connections. Make way for a new evolution in digital. Make way world, for the digital superbrand. MakeWay.World is the online hub for news, resources, tips and inspiration on .brands. Whichever direction your .brand takes you, MakeWay.World provides the insight and guidance to get you there.

Get in touch

We are commited to providing the latest information regarding .brand TLDs and any interesting news around Registry solutions for brands. If you have a story or press release to share, an update for our Showcase, or questions about anything on the site, please contact us at dotbrands@registry.neustar

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