Top 3 Benefits of Internationalized Domain Names
Table of Content
Introduction: Understanding International Domain Names
The Role of IDNs in Breaking Language Barriers
Choosing the Right Domain: Options for Global Businesses
The Rising Popularity of IDNs
Benefits of Using IDNs
How Do IDNs Work?
Maximizing Your Online Strategy with IDNs
How to Register an IDN
Conclusion: The Future of IDNs
Introduction: Understanding International Domain Names
Choosing the right domain is a critical step for any business that wants to make an impact online. While the standard .com domain is familiar, it might not always be the best choice, especially if you're aiming to connect with non-English-speaking users.
But did you know that over 65% of global internet users prefer websites in their native language? This trend has driven the rise of Internationalized Domain Names (IDNs), which use characters from scripts like Arabic, Chinese, and Cyrillic.
In this article, we explore the advantages of using IDNs, focusing on how they enhance local SEO, improve brand credibility, and foster inclusivity.
Figure 1. Survey of Internet Users and Language Preferences: Source: csa-research.com.
The Role of IDNs in Breaking Language Barriers
Traditionally, domain names have used the Latin alphabet (A-Z), digits (0-9), and a limited set of special characters, such as hyphens. However, this standard can be limiting for businesses trying to engage users who speak languages with different scripts.
IDNs open up new possibilities by allowing domain names to be written in non-Latin characters, including those used in Arabic, Thai, Greek, and many others.
For example, a business in Thailand might choose a domain like .ไทย (.th) while one in China could use .中国 (.cn). By using characters familiar to local audiences, businesses can significantly boost trust and engagement.
Imagine typing a web address in your own language—it feels more natural and intuitive, right? That’s the power of IDNs in action, offering an inclusive web experience that reflects the diversity of internet users.
Choosing the Right Domain: Options for Global Businesses
When entering international markets, companies typically choose between three main types of domain names:
Option 1: Generic Top-Level Domains (gTLDs)
These include well-known extensions such as .com, .net, and .org. They are globally recognized and signal a broad international scope. For instance, Amazon.com uses a .com domain to appeal to a global audience.
Pros:
Option 2: Country Code Top-Level Domains (ccTLDs)
These domains are tied to specific countries, such as .de (Germany), .fr (France), and .uk (United Kingdom). They work well for businesses targeting local markets.
Pros:
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Builds trust with local users.
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Improves search engine rankings in specific countries.
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Personalized for regional audiences.
If you’re deciding between a gTLD and a ccTLD, read our related article, Generic TLD vs. Country Code TLD: Which is the Better Option? to explore which type best supports your brand’s goals for trust, recall, and audience engagement
Option 3: Internationalized Domain Names (IDNs)
IDNs use native characters from non-Latin scripts, making them an excellent choice for businesses that want to connect with audiences in their local languages. For example, .مصر (Egypt) and .ไทย (Thailand) are IDNs tailored for specific regions.
Figure 2. Successful IDN ccTLD applications as of 24 June 2024 with 62 IDN ccTLDs evaluated for 43 countries. Source: ICANN.org.
Pros:
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Increases visibility and relevance in local markets.
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Boosts brand trust by using native languages.
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Enhances memorability for non-English speakers.
The Rising Popularity of IDNs
The adoption of IDNs has been steadily increasing. As of June 2024, there were 90 delegated IDN gTLDs and 62 IDN ccTLDs across 43 countries, with over 1.4 million IDN registrations globally.
Figure 3. Number of standard ASCII TLDs and IDN TLDs as of June 2024. Source: ICANN.org
Notably, the Chinese script accounts for nearly half of all IDN registrations, followed by Latin-based and Cyrillic scripts. This growth highlights the demand for local language options on the web, as businesses and consumers alike see the value in using familiar scripts.
Figure 4. % of IDN gTLD Registrations by Script as of March 2024. Source: ICANN.org
Benefits of Using IDNs
Benefit #1: Enhanced Local SEO and Targeted Traffic
Using an IDN can help improve your visibility in local search results. When your domain name includes characters from the local script, it better matches the language users search in.
For example, a Greek travel agency using the IDN ταξίδια.ελ (travel.gr) may attract more clicks from Greek-speaking users compared to a Latin-script equivalent.
While search engines like Google don’t prioritize domains simply for matching the search language, having a domain in the local script can boost user engagement and click-through rates, indirectly benefiting your site’s ranking.
This is especially useful for businesses targeting non-English-speaking audiences who prefer browsing in their native language.
Benefit #2: Boosting Brand Credibility and User Trust
A domain name in the local script can make your brand feel more authentic and trustworthy. Users are more likely to engage with a website that appears tailored to their language and cultural context.
This is why many companies, such as Coca Cola and Johnson & Johnson, incorporate local scripts into their digital strategies when entering new markets.
For instance, a Turkish business might use an IDN such as şirketiniz.com (yourcompany.com in Turkish), which resonates more with local customers than a standard Latin-based domain.
By using familiar characters, businesses can create a stronger connection with their audience, showing that they understand and respect local preferences.
Benefit #3: Greater Accessibility and Inclusivity
IDNs make the internet more accessible by allowing users to navigate websites in their native scripts. This is particularly important in regions where non-Latin alphabets are dominant, such as Japan, Russia, and many Middle Eastern countries.
A Japanese company, for example, might choose a domain like 企業.com (business.com in Kanji), making it easier for local users to remember and access the site.
By embracing IDNs, businesses can cater to diverse audiences and ensure a seamless user experience for everyone. It’s a step toward a more inclusive internet, where language and script are no longer barriers to access.
How Do IDNs Work?
To accommodate non-Latin characters, IDNs use a system called Punycode, which converts Unicode characters into a format compatible with the existing Domain Name System (DNS).
For instance, the domain 我的公司.com(mycompany.com in Chinese) would be encoded as xn--55qx5dk3uk2t. While this may seem like a mouthful, it allows browsers and email systems to handle non-Latin scripts effectively.
Despite these advancements, there are still challenges. Not all browsers and email providers fully support IDNs yet, and phishing attacks using look-alike characters remain a concern.
However, ongoing efforts by organizations like ICANN are helping to address these issues and improve IDN support across the web.
Maximizing Your Online Strategy with IDNs
If you’re considering expanding your business internationally, using an IDN can be a powerful part of your strategy. Here are some tips to get the most out of your IDN:
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Research your target market’s language preferences to choose a domain that resonates locally.
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Check for browser and email compatibility to ensure your IDN is accessible to all users.
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Incorporate local SEO strategies, using relevant keywords in your content that match your IDN.
By leveraging IDNs, you can connect more effectively with local audiences, enhance brand trust, and make your website more inclusive.
How to Register an IDN
To register a domain with non-English characters, you’ll need an Internationalized Domain Name (IDN) using scripts like Arabic, Chinese, Cyrillic, or accented Latin characters.
Unlike standard domains, IDNs use Punycode to represent these characters, converting them into a format starting with "xn--". For example, cafédelmar.com appears as xn--cafdelmar-d4a.com in Punycode. You can use tools like Punycoder.com to verify the Punycode version before registering.
Follow these steps for IDN registration:
1. Search for Your Domain: Enter the domain name (IDN script or Punycode) into Nominus Domain Search Tool.
Figure 5. Nominus Domain Search Tool. Source: Nominus.com.
2. Choose the TLD: Pick a suitable extension like .com, .org, or country-specific options like .ไทย (.th) or .中国 (China).
3. Check Availability: Click search and, if available, add the domain to your cart.
Figure 6. Nominus Search Results. Source: Nominus.com.
4. Log In if Needed: Log in if you do not have an account. Then proceed to checkout.
5. Complete Purchase: Finish the registration process to make your IDN live.
Conclusion: The Future of IDNs
As the internet continues to evolve, Internationalized Domain Names are becoming a key tool for businesses looking to expand their global reach. With more people accessing the web in their native languages, IDNs offer a way to break language barriers, build trust, and improve the overall user experience.
Whether you’re a multinational corporation or a small business entering a new market, IDNs provide an opportunity to create a stronger, more culturally relevant online presence. By embracing these domains, you can make your brand more accessible, memorable, and appealing to users worldwide.
Ready to elevate your online presence with an IDN? Register your IDN today and see how a localized domain can transform your business strategy.