.brands Spotlight: safety.google

Online privacy and safety are always hot topics – think of the number of data breaches we hear about now in comparison to only a few years ago. In fact, in 2021, 212.4 million users in the United States were affected compared to 174.4 million in 2020.

As the biggest search engine in the world with an ever-increasing portfolio of products and services, including Gmail and YouTube, privacy is top-of-mind at Google. It makes sense then, that the internet leader would want to make use of their .brand domain to create a quick, easy, and relevant source of safety information: safety.google.

Using industry-leading security infrastructure, responsible data practices, and easy-to-use privacy tools that aim to put the user in control, Google is consistently upping the ante with its security tools. Safety.google compiles all of its safety features in one handy place for users to discover.

Google has been reported to have 4.3 billion users worldwide and a market share of 92.24%. With that kind of power comes great responsibility, and safety.google serves as a hub for information on how those users can optimize their online safety. The site not only highlights the built-in features that Google offers but also provides a host of tips and tricks, including how to create strong passwords and what to do if you lose your mobile device.

Google has made creative use of its .brand domain name since its launch in 2014. They are consistent in reiterating their overall corporate goals and identity by creating campaigns like shopsmall.google to promote small businesses with their marketing partners. They also went micro with their safety highlights, launching families.google to showcase how parents can keep their children safe online.

We are particularly interested in the growth that the .google domain has seen since its inception. With over 130 websites now registered within the space, with 41 of those resolving and 23 used for redirecting to other websites,  it is clear that Google is making its .brand presence a priority.

It’s great to see Google make safety and security a priority and put the power back into the fingertips of their billions of users. When it’s easy to access information, it’s much easier to protect yourself and your business online.


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