To .COM or .COM.AU?

One of the first decisions you’ll need to make when deciding to get a website is what your domain name will be. There’s lots of good advice on ensuring your domain is easy to spell, quick to type, memorable and brandable. But what about the domain extension? If you are outside of the US do you go with the ubiquitous .COM extension or do you add your country code – which in Australia is .AU?

In this instance I strongly recommend you go for a domain with the country code you are in. You should only go for a .COM domain if your website is focusing on an international market.

Why? There’s a number of reasons:

  • You will appeal to the community you are marketing too. If I’m looking for a local business I am far more likely to gravitate towards websites that are obviously within my locale. A .COM.AU in the domain name tells me they are Australian and therefore relevant to me.
  • People will often assume that your website address ends in a .COM.AU or equivalent country code. In these instances they will automatically type that in and wonder why your site isn’t where it should be. They also may not think to try the .COM version.
  • If you want traffic from the search engines, and who doesn’t, a domain within your country code will help you rank for search terms in local versions of the search engines, such as google.com.au. It can also be a lot less competitive than trying to rank against multitudes of .COM websites.
  • There is also a much better chance you’ll be able to snap up a great domain. There aint a lot of choice left in the .COM space.

If you’re able to pick up the .COM version of your domain I’d recommend it (I have thinkprospect.com) to make sure no one else gets it. But when it comes to marketing and promotion I’d use the one with the country code. Every time.

4 thoughts on “To .COM or .COM.AU?”

  1. Or even common sense to stop the canonical issues :)

    I am just about to expand an AdWords campaign for a client who originally targeted a global market but has since refined to Australia only. We will be surprised if we do not see a substantial increase in CTR simply by swapping over to the Australian domain. It just resonates with the Australian market.

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