In 2026, a new application round of Top Level Domains (TLDs) will open, giving companies the chance to register their own .brand extensions.
Google Registry has championed the benefits of branded domains for years, using .google since 2016 to enhance security and trust. Unlike open namespaces such as .com, a .brand extension ensures that only the brand owner can register domains, offering full control and protection against misuse.
Examples include blog.google and about.youtube; all becoming secure, memorable, and exclusively managed by Google.
Migrating to a .brand TLD doesn’t mean losing SEO value.
When Google moved its About page from google.com/about to about.google in 2019, the transition preserved two decades of search equity. Proper redirects, updated sitemaps, and canonical tags ensure a seamless migration. Keeping both old and new URLs functional, like about.google and about.google.com, also helps users who instinctively add .com.
Read the full post by Google on securing its .brand.
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We’d love to participate in the new TLD round, but application & operating costs exceed our economic capacity. In fact, we’d choose to operate .brand — not substituting a corporate name as described here, but .brand [sic] — Great Potential!