Top .AU Websites: Ranking Australia's Most Popular Domains

Introduction

In the digital age, having a robust online presence is essential for businesses to thrive. For most entrepreneurs and enterprises, this means having a website—a virtual storefront to showcase your products, services, and credibility.
 
Traditionally, most businesses in Australia have gravitated towards a .com.au domain name, leveraging their association with local presence and credibility. However, March 2022 marked a pivotal moment in Australia's domain name landscape with the introduction of shorter and more straightforward .au domain names. This growth has propelled .au to become the seventh largest country code Top-Level Domain and the tenth largest Top-Level Domain globally. The departure from the traditional licensing of lower-level .au domains such as .com.au, .net.au, and .org.au opens up new avenues for individuals, entrepreneurs, and businesses to solidify their online presence, providing a more efficient pathway to establish their brand identity. This shift not only diversifies options but also signals a potential change in perceptions surrounding online legitimacy and provides early adopters with a competitive advantage in the digital marketplace.
 
In this blog, we'll venture into the world of .au top-level domains (TLDs), exploring their popularity and significance in the Australian digital landscape. We'll uncover the appeal and evolution of these domain names, guiding businesses towards informed decisions in their online branding strategies. From the iconic .com.au to the streamlined .au, each domain extension carries its unique appeal and strategic implications for businesses aiming to make their mark online.

Why Choose a .AU Domain?

Choosing the right domain name is a critical decision for any business aiming to establish a strong online presence. In Australia, opting for a .au domain name, such as .com.au, not only provides a unique identifier for your business but also offers numerous advantages that cater specifically to the Australian market. From conveying trustworthiness to enhancing visibility in local searches, .au domains hold significant value for businesses seeking to connect with Australian consumers and establish credibility in the digital landscape. Here are 5 benefits of a having a .au Domain Name:

1. Australian Identity: Opting for a .au domain name, such as .com.au, establishes an immediate connection with an Australian-based business, showcasing its focus on serving local customers and strengthening its Australian identity.

2. Trust and Credibility: .com.au domains are widely recognized and trusted in Australia, conveying a sense of reliability and credibility. According to a recent report by auDA, three out of four Australians (76 per cent) are more likely to trust a business with a .au domain, considering them reliable for supporting local businesses and ensuring legal protection while shopping online.

3. Support for Local Businesses: .au domains are the top choice for the majority of Australian small businesses, with three out of four choosing .au as their primary domain. They are favored by businesses, clubs, charities, and government bodies, instilling confidence among Australians.

4. Stringent Eligibility Criteria: Websites bearing a .au domain are associated with established, trustworthy entities due to the stringent eligibility criteria set by auDA, the governing body. This credibility is crucial for new businesses aiming to establish trust with potential customers.

5. Enhanced Visibility in Local Search: Localized search engines like Google.com.au tend to favor .au domains over generic top-level domains (gTLDs), recognizing them as more relevant to Australian audiences, thus improving visibility in search results.

Figure 1. Australian preference for .au domain names. Source auDA 2023.



Figure 2. Australian businesses preference for .au domain names. Source: auDA 2023.

What are the Different .AU Domains Available?

For Australians, the .au domain serves as the country's top-level domain, encompassing various subdomains catering to different entities. Each of these domain extensions has specific eligibility criteria and registration guidelines, overseen by the Australian Domain Name Administrator (auDA).

•  .com.au for commercial enterprises

•  .org.au for non-profits and charities

•  .net.au for internet service providers

•  .edu.au for educational institutions

•  .gov.au for governmental bodies

•  .asn.au for political groups and trade unions

•  .id.au for personal websites

• .au direct for anyone with a verified Australian connection looking to establish an online presence for themselves or their organization.

.au direct is the newcomer on the scene. This exciting addition made its debut in March 2022 and has already garnered over 740,000, constituting a notable 18 percent of total registrations within the .au domain, with users drawn to its straightforward, adaptable, and distinctly Australian appeal. Picture a clean and crisp website such as yourbusiness.au. Acquiring this domain is straightforward as well. Anyone with an Australian presence—whether it's an Aussie passport, driver’s license, citizenship, or ABN/ACN—can easily grab a .au domain.
 
In addition to the domain names above, each Australian State and Territory operates within its unique namespace. Currently, registration within these namespaces is exclusive to community groups, and only Australian geographic (place) names are eligible for registration.

• .act.au: For the Australian Capital Territory. Example: westoncreek.act.au.

• .nsw.au: For New South Wales. Example: bathurst.nsw.au.

• .nt.au: For the Northern Territory. Example: wyndham.nt.au.

• .qld.au: For Queensland. Example: kenilworth.qld.au.

• .sa.au: For South Australia. Example: maslinbeach.sa.au.

• .tas.au: For Tasmania. Example: scottsdale.tas.au.

• .vic.au: For Victoria. Example: ballarat.vic.au.

• .wa.au: For Western Australia. Example: armadale.wa.au.

The State and Territory namespaces are also administered by auDA.

 

How Many .AU Domains Have Been Registered?

Despite Australia's smaller population, .au domains ranks among the top 10 globally, showcasing their growing significance. With over 4 million registrations, the .au domain is the 10th most popular Top-Level Domain and the 7th most popular country code domain name. It is a prime choice for entrepreneurs and businesses aiming to expand their market reach in Australia or appeal to overseas customers seeking an Australian-centric online presence.

Figure 3. Tenth largest TLD in the world Source auDA 2023.



Figure 4. 7th largest Largest ccTLDs by Number of Reported Domain Names. Source: Domain Name Industry Brief. Dec 2023.

What are the Most Popular Websites in Australia?

In the thriving digital realm of Australia, where internet penetration stands at an impressive 94.9 percent among its 25.21 million users as of 2024, recent statistics unveil the most popular websites based on monthly traffic. Wikipedia leads the pack with a remarkable 72 million visitors, closely followed by YouTube with 42 million. Despite facing challenges such as privacy concerns and content moderation issues, Facebook remains a dominant force with 29 million visitors, while Instagram attracts 19 million users with its visually captivating content. Reflecting its global influence, The New York Times captures the attention of 16 million viewers. From entertainment on IMDb to essential weather updates on the Bureau of Meteorology's site, each platform caters to diverse interests, providing a comprehensive snapshot of Australia's digital landscape and meeting the varied needs of its online community.

Rank		Website	Search traffic	Monthly variation
1		en.wikipedia.org	72m	+2.9m
2		youtube.com	42m	+2.5m
3		facebook.com	29m	+394k
4		instagram.com	19m	+503k
5		nytimes.com	16m	+1.2m
6	↑1	twitter.com	15m	+1.1m
7	↓1	pornhub.com	15m	+431k
8		news.com.au	12m	+1.8m
9		imdb.com	12m	+754k
10		bom.gov.au	11m	+308k
11		microsoft.com	11m	+499k
12		amazon.com.au	10m	−97k
13		nsw.gov.au	9.5m	+757k
14	↑3	apple.com	8.5m	−145k
15		my.gov.au	8.5m	+1.4m
16	↓2	reddit.com	8.1m	+482k
17	↑2	abc.net.au	7.7m	+979k
18		woolworths.com.au	7.4m	+835k
19	↓3	linkedin.com	7.3m	+489k
20	↑1	tripadvisor.com.au	6.9m	+69k

Figure 5. 20 Most popular websites in Australia by monthly traffic. Source: Ahrefs. Feb 2024.

What are the top .AU Domains?

Recent statistics reveal the popularity of .au domain names among Australia's most frequented websites. News.com.au stands at the forefront, captivating a substantial 12 million monthly visitors, closely trailed by Bom.gov.au, where 11 million users seek reliable weather forecasts. Despite a minor decline in traffic, Amazon.com.au retains its robust presence, attracting 10 million monthly visitors.
 
Government websites, including Nsw.gov.au and My.gov.au, are also hotspots for millions of users, reflecting public engagement with essential services. Meanwhile, ABC.net.au, Woolworths.com.au, and TripAdvisor.com.au captivate audiences with their range of offerings from news and travel to online shopping, each boasting millions of monthly visitors and revealing the varied interests and preferences of online users across the nation.

Rank	Web sites	Search traffic	Monthly variation
1	news.com.au	12m	+1.8m
2	bom.gov.au	11m	+308k
3	amazon.com.au	10m	−97k
4	nsw.gov.au	9.5m	+757k
5	my.gov.au	8.5m	+1.4m
6	abc.net.au	7.7m	+979k
7	woolworths.com.au	7.4m	+835k
8	tripadvisor.com.au	6.9m	+69k
9	kmart.com.au	6.5m	+277k
10	bigw.com.au	6.3m	+280k
11	jbhifi.com.au	6.2m	−215k
12	commbank.com.au	6.1m	+64k
13	realestate.com.au	6.0m	+85k
14	bunnings.com.au	5.7m	−1.4m
15	seek.com.au	5.5m	−86k
16	ebay.com.au	5.1m	−146k
17	coles.com.au	5.0m	+474k
18	9news.com.au	4.2m	+685k
19	westpac.com.au	4.1m	+36k
20	healthdirect.gov.au	4.0m	+208k

Figure 6. 20 Most popular .au websites in Australia by monthly traffic. Source: Ahrefs. Feb 2024.
 

Conclusion

• Embracing .au Direct Domains: The debut of .au direct domains in March 2022 reshaped Australia's domain landscape, providing a more streamlined option for online presence. With over 740,000 registrations, they've quickly become a popular choice for establishing a distinctly Australian online identity. Now it’s the perfect time to register a .au domain.

• Local Roots, Global Reach: Opting for a .au domain signifies a commitment to serving Australian customers, bolstering trust and credibility locally, and signaling legitimacy to international audiences.

• Tailored for Every Digital Journey: With various extensions tailored to different entities and purposes, individuals and organizations have the flexibility to choose a domain that aligns with their specific needs and goals, whether commercial, non-profit, educational, or personal.

• Australia's Online Titans: News.com.au lead the pack among Australia's most visited .au domain names, with Bom.gov.au and Amazon.com.au close behind., reflecting their popularity and significance in the digital landscape.

• Global Recognition: The .au domain ranks among the top 10 globally, showcasing its growing significance and international recognition. With over 4 million registrations, it stands as the 10th most popular Top-Level Domain and the 7th most popular country code domain name, solidifying its position as a prime choice for entrepreneurs and businesses aiming to expand their market reach both in Australia and overseas.

So, whether you're a digital pioneer or just dipping your toes into the online waters, there's never been a better time to stake your claim and make your mark in the vast expanse of the Australian digital landscape.