Three reasons why domains are a secret weapon for Aussie businesses

In the age of technology platforms and social media, it's too easy to forget about the seemingly innocuous search bar at the top of our web browser. Chances are, it's been a while since you've even had to memorise a domain name or website address to find a brand online.

But does that mean domain names no longer need to be memorable? Far from it. First impressions can only be made once, and in the instance of websites, in a matter of seconds. That's why for Australian businesses of any size, domains are crucial tools to building a global or local brand presence. It's about time we gave them more attention.  

With the internet continuing to expand and the competitive market becoming more volatile, every advantage businesses can use to make their brand more memorable counts. Below, we'll dive into why Australian businesses should pay extra attention to their domain names and explain their benefits like improving SEO, building bridges with target audiences and enhancing cybersecurity credentials. 

Thinking outside the dot to connect with audiences

In a crowded digital space, establishing yourself separate from competitors and catching consumers' attention is a growing challenge – especially with a quarter of a million new websites registered on a daily basis. Whether it's business leaders, entrepreneurs, or creatives, the questions many are often trying to solve are how can my brand get noticed online, convert clicks into customers, and turn site visits into sales? This is where the rise of modern, descriptive top-level domains (TLDs) is giving the opportunity to get extremely creative with website names to achieve exactly that.  

For example, tech startups have options like .software or .technology, while an extension like .pro could work for both entrepreneurs and creatives. Hip cafes can land on .coffee, while local clothing retailers can now use extensions such as .boutique or .fashion. Whatever the industry, unique and descriptive web addresses make it easier for target audiences to understand the offering or service by reading the domain name. That's pretty powerful branding — and that's why creative web addresses using the other side of the dot is a piece of digital real estate that shouldn't be taken for granted.

An equally viable alternative for many local businesses is to opt for Australia's own .au. Just like the creative domains, it sends a clear message to audiences at a more local level. By using .au, Australian businesses increase the chances their websites are discovered by Australian citizens and can increase customer confidence and brand credibility. In fact, three of five Australian consumers choose .au websites when shopping online to support local Australian businesses. 

Rising through the SEO ranks

Search Engine Optimisation (SEO) has become an absolute necessity for Australian businesses. However, in 2024, only 42% of local businesses have their websites optimised for local search.

Paying attention to search engine rankings and results can be the difference between prospects becoming customers or turning to a competitor instead – especially given that 75% of users never scroll past the first page of search results. 

So, how can domain names help Australian businesses improve SEO? While it is as much art as it is science, a few straightforward considerations can help yield high-impact results for improved search rankings. For example, if a business can opt for a descriptive domain name, it can instantly tell a story about who they are and what they do, and improve its ranking by including relevant keywords directly into the URL. This provides greater clarity for search engine algorithms, and makes it more likely sites will show up in relevant search results. 

Domains as the first line of cyber defence 

According to a recent government survey, cybersecurity continues to be a top concern for Australian businesses. Here too, domain names can act as gatekeepers helping to keep threats out, thereby helping protect the bottom line, the company's reputation, and also its customers - particularly from key risks such as phishing. 

Domain name spoofing is one of the most common ways phishing attempts are carried out. Also known as a "homograph attack," this is where a hacker impersonates a company's legitimate domain name or email address by swapping out letters with similar-looking characters. For example, an "o" can be replaced with "0," which may be overlooked at a quick glance and lure someone in to click on a malicious link - for instance, instead of the legitimate site boq.com.au, luring them to b0q.com.au. 

Top-level domains, which can support homographic blocking technology, help reduce the risk of cyberattackers doing this. This is done by identifying potentially malicious variations of a given domain name and making them unavailable for purchase by others, helping protect businesses and their customers. This is a crucial aspect in ensuring that you are protected, and as such, it is wise to select a domain provider that offers such protection. 

In addition to homograph blocking, companies should also consider protecting the authenticity of their brand across other domain names that could be used to imitate a legitimate business. A website named "Sydney.coffee" needs to be protected by controlling top-level domain variations like "Sydneycoffee.cafe" or "Sydneycoffee.kitchen". This is where blocking services such as Global Block & the Domain Protection Marks Lists (DPMLs) help brands and trademark holders protect their intellectual property across hundreds of TLDs through a single domain subscription by locking domains that could be used to impersonate theirs. 

Domain names: small but mighty

Picking the right domain name can make the difference between memorability and mundanity, interest and indifference. 

A clever domain name can make a business stand out in Australia's crowded digital landscape. By cutting through the noise and connecting with target audiences, by boosting online discoverability, and by enhancing cybersecurity measures, descriptive domain names can be a secret weapon for Australian businesses.