As a domain name expert in Australia, I am often asked by corporate businesses launching new brands in Australia about the best domain name strategy—specifically, whether they should use a .com or .com.au domain name and what is best for SEO?
My answer has always been that in terms of trust and consumer behaviour – it’s .com.au all the way. Australians have a trusted relationship with the .com.au domain name. Unlike the .com domain, which is largely recognized as being US-centric, consumers subconsciously associate the .com.au domain with legitimate Australian businesses.
With over 4.2 million AU domain names registered and a relatively low abuse rate compared to other country code top-level domains (ccTLDs), Australians prefer .com.au domain names over the more abuse-ridden .com counterpart. According to a survey by auDA, 76% of Australians are more likely to trust an Australian business if its website ends in .au. Additionally, the .au domain has an exceptionally low abuse rate of just 0.04%, significantly lower than the global average of 0.25% for generic top-level domains.
Google has in the past has stated that their focus is on promoting original content and ensuring users get the most relevant information. ccTLDs play a crucial role in delivering localized content, and they aim to recognize that in their rankings. Most recently, Google’s Gary Illyes confirmed that country code domain names tend to perform better in search results because Google favors local sites. In a podcast, he was asked a question about Korea’s ccTLD co.kr that has a similar status in Australia as does .com.au: “When a Korean person searches Google in Korean, does a com.kr domain or a .com domain do better?”
He response to this question was:
“Good question. Generally speaking the local domain names, in your case .kr, tend to do better because Google Search promotes content local to the user.”
This statement is significant for businesses targeting specific countries, such as Korea and Australia. It suggests that using local ccTLDs like .co.kr or .com.au can improve local search rankings. However, simply owning a ccTLD like .com.au domain name does not guarantee an uptick in ranking. Google also emphasizes the importance of original and localized content. While a .com.au domain can enhance local SEO, the quality and relevance of your content remain crucial. Original, localized content is essential for achieving higher rankings on Google.
In conclusion, for Australian businesses aiming to enhance their local search presence and build trust with local consumers, the .com.au domain is the better choice. However, this needs to be paired with high-quality, localized content that engages Australian consumers.
About brandsec
brandsec is a team of highly experienced domain name management and online brand protection experts. We provide corporate domain name management and brand enforcement services, helping brands eliminate phishing platforms across the internet. Supporting some of the largest brands in the region, we offer innovative solutions to combat threats across multiple industries.
