How “.google” became a strategic asset for the Google brand

What Google tells us

Safety and control: taking back control of your digital space

Google’s first reminder is that .google is a fully proprietary space:

only the brand owner can create and manage domain names such as blog.google, about.google or ai.google under this TLD.

This model stands in contrast to “open” TLDs such as .com or .net, where anyone can register a potentially misleading or ill-intentioned second-level domain.

A .brand TLD is thus by nature a “digital firewall”, which significantly reduces  the risks of cybersquatting, phishing and spoofing.

It’s also a sign of internal consistency: it gives Google full control of all its sub-domains and enables it to guarantee their security and integration with its technical and marketing ecosystems.

This is a considerable advantage for any business wishing to take control of its domain name governance.

SEO performance: painless migration

Lesson two: you can switch to a .brand without losing visibility.

For example, Google moved its google.com/about page to about.google without significant loss of search traffic.

The key? Rigorous preparation: properly configured 301 redirects, adherence to best SEO practices and clear communication about new URLs.

Google thus confirms that, far from being an obstacle to a .brand, indexing can become a lever if the migration is planned wisely.

This success demonstrates that a brand can make the move to its own TLD without compromising its positioning or the discoverability of its content.

A reassuring message for businesses that are still wary of the effects of such a transition.

Brand experience: building trust, embodying consistency

Lesson number three: the .google TLD strengthens brand perception and user trust. Each URL becomes a promise: if it ends in .google, it is by definition an official Google service.

Consistency is immediate and credibility is automatic.

A brand TLD is not just a matter of digital identity, it’s also a driver of trust.

This positioning is aligned with the values of experience and transparency which online consumers increasingly seek.

For Google, it’s also a formidable storytelling tool, with each sub-domain relating a particular aspect of the brand’s narrative.

An inspiring model

Google is far from being an isolated case.

Groups such as Audi (.audi), BNP Paribas (.bnpparibas), Lidl (.lidl) and E.Leclerc (.leclerc) are already exploring the benefits of having their own .brand TLD, each at its own pace.

It’s not just a symbol of innovation; it’s a strategic digital governance tool.

Afnic’s conclusion: a .brand TLD is a strategic asset and a lever of trust

Our analyses fully confirm Google’s testimony.

In its recent studies, Afnic has identified four major advantages for businesses that adopt a brand TLD:

Security for the brand’s digital space

• Domain names can only be registered by the brand: no third party can intrude.
• This is a dual safeguard: for the user, against online abuse and, for the brand, against losing control of its domain name portfolio.

Consistency of brand content

• Branded TLDs provide an architecture that’s clear, easy to understand and consistent: product.brand, service.brand, group.brand, etc.
• This is a powerful lever for adding value to the brand in the digital world in close combination with user experience.

User trust

• Users know immediately that they are navigating an authentic space.
• In a world that’s rife with imitations and fake websites, it’s an authoritative signature.

Quantifiable return on investment

• The ROI on a .brand TLD, which varies from one organisation to another, can be measured by calculating the savings in management of the portfolio of existing names, the reduction in actions linked to legal risks and the gains generated by the strengthening of the brand’s capital.