Why you should get a .au direct domain

August 25, 2022

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You may have heard of the new .au direct domain but figured you already have a domain name and a website for your business, so why worry about it?

What is a .au direct domain?

A .au direct domain is just ‘.au’ at the end of your website address. That means no .com, .net, .org, etc before it. For example we have registered acceleratedprosperity.au domain in addition to our existing acceleratedprosperity.com.au domain.

Why do I need a .au direct domain?

.com.au domains carry credibility for Australian businesses and that is not going to change anytime soon. However as the new .au direct domains get more use, customers will expect businesses to own the .au direct variation.

I would expect most businesses to continue using .com.au [or .net.au, .org.au, etc] as their primary domain, but still purchasing a .au direct domain and then setting it up to redirect to their primary domain.

I suspect many would think this is not enough of a compelling argument to get a .au direct domain. However if you don’t, nefarious individuals could purchase the .au direct equivalent of small business’s website and either hold it hostage until a ransom is paid, or use it to impersonate you.

Domain names are valuable assets and important intellectual property that should be protected.

If you are currently using either a .com, .net, .org etc domain with no .au at the end, having a .au domain you will see an improvement in your google ranking for searches in Australia.

How to register a .au direct name

The .au Domain administrator (auDA) has given just six months for the owners of .com.au, .net.au, .org.au domain names to have priority registration of their .au equivalents so if small businesses fail to act before 21 September, their .au name will be available for anyone to register.

You can apply for Priority Status through your domain registrar, or any other accredited registrar offering .au direct domain names.

There will be a fee for lodging an application, this will vary between registrars.

If you have any more questions about the new .au direct domains please get in touch with us.

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Business Advice
Andrew Sampson Accountant Accelerated Prosperity
The Author
Andrew Sampson
Andrew has dedicated his career to advising private clients on their financial and tax affairs for over 20 years and takes pride in going the extra mile to see you and your business prosper.
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