From next month, Australian domain names are in for a historic shake-up with the launch of a new, simpler ‘.au’ extension and, if you’ve got a business website, you will want to take note.
Traditionally in Australia, domain names have been either ‘.com.au’ or ‘.net.au’ for businesses. Now, in the biggest shake-up in two decades, the new ‘.au’ domains are now available.
Since March of this year, Australian businesses with existing local domain names have been able to register to get priority access to the new .au direct domain names so they can secure their business name online.
In just a few short weeks, on 20 September 2022, the priority registration process for existing domain name owners closes, with .au domain names becoming open to the general public to purchase from 4 October 2022.
What does this mean for me?
More than 3.6 million domains ending in ‘.au’ are registered in Australia, according to the auDA, the domain administrator in Australia. If you already hold a domain name that ends in ‘.au’, like ‘.com.au’, and created it before 23 March 2022, you are eligible to apply for its exact .au match.
Exact matches of existing names have been put on hold until the priority access period (20 September 2022) to prevent them from being registered by others. In cases where there is more than one applicant, priority allocation will help to determine who is able to register the .au equivalent.
From 4 October 2022, anyone can register a ‘.au’ address provided it has not already been snapped up. This means that another business could step in and take your ‘.au’ equivalent.
Why should I register now?
Claiming your small businesses ‘.au’ equivalent is an opportunity to help prevent another business from piggybacking on your success and potentially confusing your customers or poaching them.
The Federal Government’s cyber watchdog has also warned it’s another potential opportunity for cybercriminals to infiltrate a business if they don’t take the proper precautions.
The Australian Cyber Security Centre’s (ACSC) recent bulletin recommends that all Australian businesses consider claiming their .au extension now before the 20 September 2022 priority access period expires to prevent someone from purchasing the domain and then impersonating your business.
“This new option for domain names creates opportunities for businesses, organisations and individuals, however, could also provide another opportunity for cybercriminals, such as by facilitating fraudulent activity,” the ACSC warned in August.
Why does a domain name matter?
A record 9.3 million Australian households bought something online during the financial year 2022, and competition for businesses online is high. The right domain name can speak volumes about your business, and a domain name that clearly reveals you are an Australian business can inspire trust in your customers. It can also appeal to the many Australians who are keen to spend their money locally following the pandemic.
Research from the National Australia Bank in June found 34 per cent of consumers were now more mindful of supporting local businesses in their area. A further 35 per cent said they were more conscious of buying Australian-made rather than overseas-made products.
Securing the simpler .au extension as well also means it’s easier for your customers to type, particularly when they are on a mobile phone, where a growing number of Aussies are now doing their browsing and shopping. So, not only is the launch of the .au extension an opportunity to emphasise you are a trusted, local business, it could also be an important factor in protecting your digital identity today and for tomorrow.
