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Both .com.au and .au domains are trusted by Australians but serve different purposes. According to a May 2023 auDA report, 3 out of 4 Australians are more likely to trust a business with a .au domain, and 53% will only buy from websites ending in .au. While both are reliable, .com.au vs .au offers distinct advantages—each with its own eligibility criteria and unique benefits. Choosing between them depends on your business's goals, target audience, and branding needs.
What is a .com.au domain?
The .com.au domain has been the standard for Australian businesses for decades. It's intended for commercial entities, and to register a .com.au domain, you must have a legitimate Australian presence. This includes possessing a valid ABN (Australian Business Number) or ACN (Australian Company Number). The domain name must closely match your business name or relate directly to your products or services.
These requirements help ensure that .com.au domains are reserved for legitimate businesses, which adds an extra layer of credibility. Australian consumers recognise .com.au domains as a sign of trust and professionalism, making it the preferred choice for businesses aiming to establish an authoritative online presence.
For international businesses that wish to operate in Australia, the .com.au domain can also be registered if the company holds a registered Australian trademark. In this case, the domain name must either match the trademark or be directly related to the goods and services specified in the trademark. This option enables international companies to secure .com.au domains and build trust with Australian consumers.
What is a .au Domain?
Launched in March 2022, the .au domain is a shorter, more modern alternative to .com.au. It allows for more flexibility in registration and can be used by individuals, companies, and organisations with a verified Australian presence. Unlike .com.au, which is mainly reserved for commercial entities, .au can also be used by non-commercial organisations, making it a more versatile option for various sectors.
It's important to note that the priority registration period for .com.au domain holders to claim their matching .au domain has expired. Businesses that did not claim their corresponding .au domain during that window must now compete with the general public to secure it, which could lead to missed opportunities for brand protection.
Eligibility and Registration Requirements
Requirements for .com.au
To register a .com.au domain, strict eligibility criteria must be met. These include:
- A registered Australian business with a valid ABN or ACN; and
- The domain name must match or directly relate to the business name or the goods/services provided.
These strict rules ensure that .com.au domains are used only by legitimate commercial entities, reinforcing their credibility and trustworthiness.
Requirements for .au
The .au domain has more flexible eligibility criteria. Anyone can register it with a verified connection to Australia, including individuals, businesses, and non-profit organisations. This broader scope makes .au accessible to a wider range of users. However, it still requires an Australian presence to prevent misuse by non-Australian entities.
The registration process for .au domains is more straightforward, allowing a broader range of entities to establish their online presence in Australia.
SEO and Brand Impact
SEO Considerations
Search engines treat both .com.au and .au domains relatively equally for local SEO, as they both indicate an Australian presence, helping improve rankings in Australian search results. While .com.au may have a slight SEO edge due to its more extended history and established domain authority, the difference is minimal. Ultimately, factors such as the quality of your website's content, backlinks, and user experience have a far more significant impact on SEO performance than the choice between .com.au and .au.
Brand Perception
The domain extension you choose is crucial in how your brand is perceived. .com.au domains are generally seen as more established and professional, which helps build trust with Australian consumers. Businesses that opt for .com.au are signalling that they are legitimate and have an authoritative presence in the market.
On the other hand, .au domains offer a modern, shorter URL that can be more memorable and user-friendly. This is particularly advantageous for industries where simplicity and brevity are essential, such as fashion, technology, and lifestyle brands. The shorter .au domain can create a more streamlined online identity, appealing to audiences who value minimalism and ease of use.
Target Audience Considerations
When comparing .com.au vs .au, the choice often comes down to your target audience and branding goals. Suppose your business primarily focusses on Australian consumers and you want to build immediate trust. In that case, .com.au is the better choice due to its established reputation.
For businesses seeking a modern, concise domain name that's easy to remember, .au can offer an edge in branding. This is especially true for brands looking to appeal to younger, tech-savvy audiences who prioritise simplicity and innovation in their online experiences.
Making the Right Choice for Your Business
Factors to Consider:
When deciding between .com.au vs .au, consider the following key factors:
- Target Audience: If your business is focussed on the Australian market, both options signal a solid local presence, but .com.au may provide more immediate recognition and trust.
- Brand Identity: A .com.au domain gives the impression of an established business, while a .au offers a modern, concise alternative that's easier to remember.
- SEO and Authority: While both domains support local SEO, .com.au may offer a slight advantage due to its more extended history in search algorithms. However, SEO success relies more on content quality and backlinks than the domain extension.
Pros and Cons of .com.au
Pros:
- Highly trusted and widely recognised in Australia
- Strong association with legitimate businesses
- Slight SEO advantage due to its long history
Cons:
- Stricter eligibility requirements
- Longer domain names, which may not be ideal for modern branding
Pros and Cons of .au
Pros:
- Shorter and more memorable
- Broader eligibility criteria
- Easier registration for individuals and non-commercial entities
Cons:
- Less established than .com.au
- May not be as widely recognised by all Australian consumers
Conclusion
Choosing between .com.au vs .au depends on your business objectives, target audience, and brand identity. .com.au offers a well-established, trusted domain extension that signals legitimacy and professionalism, making it ideal for businesses seeking to build credibility in Australia. .au, with its shorter, more modern format, provides a flexible, memorable alternative to enhance branding, particularly for younger or more innovative industries.
When securing the right domain for your business, Brandzilla is the platform that offers a simple and flexible solution. With Brandzilla, you can search and secure your desired .com.au or .au domain, ensuring your business has a solid foundation for success in the competitive Australian market.
