Google Shares Lessons on Using .brand TLDs Ahead of 2026 Opening
Executive Summary
Google Registry has published a case study on its experience launching and using the `.google` top-level domain (TLD). The article encourages brand owners to consider applying for their own `.brand` extension in the upcoming 2026 application round. It outlines the key benefits experienced by Google, including enhanced security, the ability to migrate established websites without sacrificing SEO, and stronger trademark protection.
Key Takeaways
* Enhanced Security: A `.brand` TLD gives the owner exclusive control over domain registration, preventing impersonation and phishing attacks common on open TLDs. This allows for a more secure namespace (e.g., `blog.google`) and the implementation of security features like the HSTS-preload list.
* SEO-Neutral Migration: Google successfully migrated high-traffic sites like `google.com/about` to `about.google` without losing search equity. This is achievable by following SEO best practices, including proper 301/302 redirects, updating sitemaps and canonical tags, and monitoring for errors.
* Trademark Protection: Using a `.brand` domain (e.g., `blog.google`) is a better security practice than using trademarks in second-level domains on open TLDs (e.g., `googleblog.com`), as the latter format can be easily imitated by malicious actors.
* Upcoming Opportunity: The next round for companies to apply for new custom TLDs opens in 2026, the first such opportunity in 14 years.
Strategic Importance
This announcement is a strategic content marketing effort by Google Registry to build confidence and drive demand for `.brand` TLDs ahead of the 2026 application window, positioning itself as an experienced leader in the space.