International Domain Name Strategy: Which to Register First?

Table of Content

Introduction: Taking Your Business Global
A Case Study Overview
4 Ways to Expand Your International Presence Online
5 Steps to Setting up An International Domain Strategy
How to Evaluate the Impact of Localized Domains
Common Pitfalls in International Branding and Domain Strategy
Conclusion: Crafting Your International Domain Strategy for Success
Sources
Related Articles

Introduction: Taking Your Business Global

Expanding a business internationally can be both exciting and costly. Companies must navigate various regulations, cultural differences and sensitivities, along with market dynamics, all of which can strain resources. A crucial aspect of this process is securing the right domain names, as they serve as the foundation for a company’s online presence.

The choices made in this area significantly impact a brand’s visibility and reputation in new markets, making it essential to develop a thoughtful domain strategy when reaching out to international customers.

In this guide, we’ll explore the domain strategies that companies looking to expand internationally can employ to reach new customers. By selecting the right domain approach—and deciding which market to prioritize—companies can greatly enhance their brand reach and credibility.

Whether you're an ambitious startup or a seasoned brand, this guide will navigate you through each approach, empowering you to make informed decisions for a robust international domain presence.

A Case Study Overview

Consider TechFlow, a fast-growing software startup based in Singapore with plans to expand across Asia and beyond. With new competitors emerging, TechFlow needs to protect its brand from imitators. Their key questions include: Which domains should we prioritize to effectively safeguard our brand? How can we localize our services in regional languages? Would using regional extensions such as .sg or .id help us connect better with local customers?

Then there’s JetSet Gear, a premium travel accessories company thriving in the U.S. and aiming to break into Asian and European markets. While their .com domain has served them well, they’re exploring whether a more localized approach would strengthen trust among local customers. For example, could a subdomain like japan.jetsetgear.com appeal to Japanese customers? Or should they also secure .co.uk or .hk to prevent competitors from leveraging their brand name in those regions?

These examples, though hypothetical, capture real challenges businesses face when expanding internationally. So, how should companies approach their international domain strategy to effectively safeguard their brand and connect with local customers?

In the next section, we’ll take a deeper dive into the different options available. By carefully evaluating these strategies, your business will be positioned for success on the global stage.

4 Ways to Expand Your International Presence Online

Using folders on your main domain, such as yourbrand.com/germany offers a cost-effective way to reach international audiences, allowing you to keep everything under one domain without the need for additional registrations. Be sure to use clear folder names (e.g., yourbrand.com/de) for easy identification of target regions. This approach is ideal for brands with limited budgets or those beginning their global expansion, providing flexibility for quick updates and maintenance.
Creating subdomains for each region provides a distinct, local feel while remaining tied to your main site. Subdomains such as germany.yourbrand.com are generally affordable and effective for regional content. However, some users may find them longer and more complex than dedicated regional domains, which could impact user trust.
Country Code Top-Level Domains (ccTLDs): To build a truly localized presence, country code top-level domains like yourbrand.de or yourbrand.co.uk can significantly enhance visibility in local search results and establish credibility with regional audiences. Though ccTLDs may require a greater investment, they help create a solid brand identity in each market, bolstering competitive edge and customer trust.
Regional Domains for Broader Reach: Regional domains like .eu for the European Union or .asia for Asia are great for signaling your brand’s commitment to specific regions. A .asia domain positions your brand as a major player in the Asian market, while a .EU domain strengthens your reputation across Europe.

By strategically leveraging ccTLDs and regional domains, your brand can establish a robust online presence that aligns with your business objectives and engages customers across various markets.

5 Steps to Setting up An International Domain Strategy

Step 1: Identifying Your Key Market: Prioritize Your Highest-Potential Audience

When expanding internationally, selecting the right domain is critical, and it begins with identifying your most significant market. Your initial domain registration should resonate with the audience that offers the greatest potential for growth.

This strategic alignment sets the tone for your global expansion efforts and helps you effectively engage with customers in that region.

Recommendation: To make the strongest impression in your primary target market, consider registering a country-specific top-level domain (ccTLD). These domains, including .de for Germany or .co.uk for the UK, create an immediate sense of locality and familiarity, making it easier for customers to connect with your brand.

A prime illustration of this strategy is Amazon's approach when it first entered international markets. The company recognized the importance of local presence and trust in fostering customer relationships. By securing ccTLDs such as amazon.fr for France and amazon.au for Australia.

Amazon has not only demonstrated its commitment to these markets but has also improved its search engine optimization (SEO) relevance. This move has allowed them to resonate more deeply with local customers, enhancing their credibility and increasing the likelihood of conversion. Currently, Amazon has around 50 ccTLDs spread across 4 continents.

Figure 1. Top country code top level domains (ccTLDs) by number of registered domains (in millions) Source: Statista.com 2024.

Step 2. Leveraging Regional Domains for Broader Market Reach

Regional top-level domains such as .eu for businesses focused on the European Union or .asia for companies targeting the Asian market serve as powerful tools for establishing a presence in those regions.

These domain extensions signal to potential customers that your brand is not just global but also deeply engaged with their specific market.

Recommendation: Companies seeking to enhance their regional impact should strongly consider registering regional gTLDs.

Regional domains such as .eu, with over 3.67 million registrations, offer significant benefits for businesses in the retail, media, and tech sectors. For instance, .tech.eu, offers curated news for the local tech community. Its .eu domain enhances local relevance, positioning it as a trusted platform for industry insights.

Similarly, yamaha-motor.eu, allows Yamaha to connect directly with European customers. This localized domain boosts brand credibility and enables tailored marketing strategies, fostering trust among its audience.

By leveraging .EU domains, these brands effectively signal their commitment to the European market, enhancing engagement and building deeper connections.

Step 3. Target Major Cities for Local Market Dominance

City-based domains (e.g., .nyc, .london, or .berlin) can boost visibility and credibility by emphasizing a brand’s local presence. These domains work well for businesses with strong ties to specific cities, enhancing local SEO and drawing in customers looking for nearby services or brands they feel are in their neighborhood.

Example: LiveTiles.nyc is a global workplace tech company that uses .nyc to highlight its New York presence.

This strengthens its brand’s local identity, helping it connect with New York-based clients, partners, and talent.

Recommendation: Consider a city-based domain if a specific location is core to your business. It’s an effective way to signal local relevance, build trust, and capture market share in key cities.

Step. 4 Don’t Overlook the Power of Influential Generic Domains

Generic TLDs including .global, .biz, or .shop are valuable assets that help brands convey industry focus, expand reach, and position themselves strategically in a competitive online space. When chosen thoughtfully, these TLDs strengthen brand identity and speak directly to the company’s vision.

Recommendation: For businesses aiming for a global reach or specialization in a specific sector, registering a gTLD that’s well-chosen can boost brand visibility and connect with audiences across regions without being tied to one location.

A financial technology firm such as Fintech.global uses the .global TLD to assert its presence and commitment to serving a global audience. This domain reinforces the brand’s ability to provide financial solutions across borders, establishing trust with clients looking for international financial services.

And Netflix’s use of .shop for exclusive merchandise creates a dedicated space for fans to explore products tied to their favorite shows and films. By choosing .shop, Netflix communicates that this site is designed specifically for shopping, setting a clear purpose for customers seeking unique branded items.

Generic TLDs such as .global, .biz, or .shop are effective tools for brands looking to capture audiences beyond a single market. When used strategically, they reinforce brand objectives, enhance recognition, and foster a sense of specialization, making them essential elements of a versatile digital strategy.

Figure 2. Top new generic top-level domains (gTLDs) by market share. Source: Statista 2024.

Step 5. Prioritize Brand Consistency and Customer Trust

Consistency across domains strengthens brand identity and boosts customer trust. When brands use a primary domain along with localized versions, they can effectively cater to specific regions without compromising brand unity.

Example: Airbnb’s strategy highlights this approach. While their primary domain, airbnb.com, serves as the global hub, they also use localized domains like airbnb.co.uk for the UK and airbnb.fr for France. This maintains a cohesive brand image across markets, reassuring customers that they’re interacting with the official Airbnb brand regardless of their location.

Aligning all domains with a primary brand identity fosters familiarity, helping customers feel confident and connected wherever they interact with the brand.

To get more tips on finding the perfect domain for your domain, read our article:
Most Recommended Domain Extension to Use for Your Business.

How to Evaluate the Impact of Localized Domains

To determine the effectiveness of country-specific domains (ccTLDs) for your audience, consider leveraging targeted advertising platforms such as Google Ads. For example, when creating ads aimed at potential customers in a specific region, you can adjust the displayed URL to feature a ccTLD, such as displaying yourbrand.co.uk instead of yourbrand.com.

By tracking the click-through rates (CTR) on these localized ads, you can gain insights into how users respond to different domain extensions.

Prioritizing ccTLDs is essential for businesses committed to expanding their international presence, as these domains enhance local brand visibility and trust.

While using subdirectories or subdomains can help customize your content for various markets, they may not convey the same authenticity and connection as a dedicated ccTLD, potentially limiting your brand’s impact in new regions.

Common Pitfalls in International Branding and Domain Strategy

Overlooking Domain Availability: Companies frequently forget to check if their suggested domain names are available, leading to frustrating delays and complications.
Failing to Assess Existing Domain Value: In mergers or rebranding, organizations may overlook the value of their current domains, missing the chance to leverage established web presence and backlinks.
Neglecting Trademark Registrations: Failing to investigate the global trademark registrations of their proposed names can result in legal issues and brand conflicts that could have been easily avoided.
Selecting Names Without Language Awareness: Companies may choose names that sound appealing in English but carry negative or confusing connotations in other languages, potentially harming their reputation and market appeal.
Prioritizing a Single Global Identity: Marketers often favor a unified global name without considering its appropriateness for all markets, resulting in branding that may not resonate with local customers.
Relying on Abstract Names Lacking Context: While abstract names can be distinctive, using them without ensuring they convey a clear meaning or relate to the business can confuse consumers and dilute brand identity.

Conclusion: Crafting Your International Domain Strategy for Success

In today's interconnected world, establishing a robust international domain strategy is more vital than ever for businesses aiming to expand their reach. By prioritizing the right domain names, companies can effectively protect their brand, enhance visibility, and foster trust among local audiences.

The insights provided in this guide illustrate the importance of understanding the unique benefits of various domain strategies, from utilizing country code top-level domains (ccTLDs) for localized engagement to leveraging regional and generic top-level domains (gTLDs) for broader market appeal.

A thoughtful approach to domain registration not only safeguards a brand's identity but also resonates deeply with consumers in new markets. By carefully evaluating key factors such as target markets, regional preferences, and brand consistency, businesses can navigate the complexities of international expansion with confidence.

By investing time and resources into developing a strategic domain plan, your business can not only compete effectively on the global stage but also cultivate lasting relationships with customers around the world. Now is the time to take these insights and forge ahead, ensuring your brand shines brightly no matter where it operates.

Sources

https://eurid.eu/en/welcome-to-eurid/statistics/
https://domaintyper.com/top-websites-with-eu-domain
https://www.statista.com/statistics/569356/new-gtlds-by-domain-market-share/
https://www.statista.com/statistics/266721/sales-of-cc-top-level-domains/
https://docs.aws.amazon.com/Route53/latest/DeveloperGuide/registrar-tld-list-geographic.html

By Ana Karely Perez