The domain name ecosystem is currently dominated by the new generic extensions New gTLD (New Generic top-level domains), but one should not lose sight of the major strategic importance of country code extensions ccTLD (Country code top-level domain).
Here is a summary of all the elements that make protecting your domain names and brands essential using country code ccTLD extensions.
1. Country code “ccTLD” extensions are part of the company’s heritage and therefore its value
A company that has registered its trademarks in several countries must imperatively register the corresponding domains in the ccTLD domain extensions of those countries, to ensure good visibility, good referencing and effective communication.
Beyond the countries where trademarks are registered, ccTLD extensions can also allow establishing a presence in other countries at a lower cost than those generated by trademark registrations.
The presence of commercial distribution via ccTLD extensions, however modest, establishes local visibility and reduces the risk of cybersquatting.
Also, a company will have a particular interest in registering its domains and establishing visibility in countries with strong economic potential, even when no commercial strategy targets these countries, with a view to future development, a trademark buyout, or a company acquisition by a global group aiming to expand the brand’s distribution area, for example.
2. ccTLDs allow protection against cybersquatting and control over the dissemination of your brands
In the absence of clear rules established by companies with their local distributors regarding domain names, these distributors often have the bad habit of registering domains corresponding to the brands they distribute in their own name, consequently appropriating them and, furthermore, using them for their own websites and communication.
Besides the problem of coherence and effectiveness of the overall online communication policy and strategy that this causes for the brand and the organisation that owns it, it also raises a more sensitive intellectual property issue, as distributors claim ownership and appropriate the title of domain names using brand names they do not own and which are registered by third parties.
Although most of the time, these domain registrations are made in good faith and without intent to harm, some situations can quickly become complicated and recovering the domain name in the name of the legitimate company, owner of the brand, can become problematic and complex, especially during the renegotiation (or even termination) of the distribution contract. Sometimes, these domain names can even become a bargaining chip in the negotiation.
3. Recovering a domain in a country code ccTLD extension is more difficult than in a generic gTLD and New gTLD extension
Managed by local authorities, the dispute resolution procedures for domain names are not all governed by UDRP procedures (“Uniform Domain-Name Dispute Resolution” in English). They are multiple, sometimes complex (especially for translations depending on the languages), and quite costly in all cases.
4. ccTLD extensions are better indexed by local search engines
Search engine indexing algorithms always favour local languages and sites using a local extension. All other things being equal, Google.de will rank a German site using a “.DE” better than an identical site, also in German, but with a “.COM”.
5. ccTLD extensions better match the habits of local markets, especially in Europe
Internet consumption and browsing habits are very varied and mainly depend on local cultures. A single website cannot therefore be effectively adapted to all languages.
In Europe, for example, the level of English in Southern Europe is quite low, and a simple language choice on a “.COM” website displayed in English by default already causes a loss of audience, because a significant portion of visitors who do not speak English do not see that there is a menu for changing the language.
This phenomenon is multiplied in countries where the alphabet is different (Russia, Bulgaria, China...). A company wishing to develop in Europe and/or Asia, for example, must then necessarily have websites translated into local languages and adapted to the local culture.
6. Country code ccTLD extensions have a more secure image than .com and reassure local visitors
Where a North American will naturally navigate to a “.COM” site, a French person will more willingly go to a “.FR”, and an Italian to a “.IT”.
This phenomenon is historical, notably linked to the image of “.COM” in Europe and Asia. Assigned on a “First come, first served” basis, “.COM” domains (gTLD) are generally used for online fraud, whereas many countries require a contrario identity verification of the holder when reserving a domain in their country code ccTLD extension.
Browsing, and a fortiori purchasing, on a website with a country code extension is therefore considered less risky (except obviously for major and globally well-known large sites).
From this analysis, some simple best practices emerge:
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Register domains in the ccTLDs of the countries where you operate, while anticipating the company’s and its brands’ future development,
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Integrate internet users’ habits: the habits of the American continent and those outside the American continent differ,
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Use ccTLDs for local versions of your website,
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Dynamically manage defensive redirections between your domain names, to avoid an error page or a broken redirection when changing the site’s URL structure,
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Consider IDNs and translate your brands into local alphabets,
- Analyse what may have been registered by local distributors and recover ownership of these domains.