.AU Family vs. New .AU Direct Domains: What to Know About Them
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by and

April 12, 2022

Scaling Your Business 3 min read

[UPDATED].AU Family vs. New .AU Direct Domains: What to Know About Them

Recent statistics show that more than half of Australians are more inclined to shop locally. An analysis of Australian consumer behaviour post-pandemic states that they’re choosing to support local online retailers, manufacturers, and neighbourhood establishments.

The online entrepreneurial scene is a sprawling space of countless websites vying to stay on top. If you’re an Australian business, how can you leverage your audience’s local patronage?

Let your customers easily identify you with a .au domain. Read on to know why a .au domain is crucial to your online success and how the soon to be launched .au direct domains makes it even better.

.AU Domains vs .AU Direct Domains: What's the Difference?

What's the Difference_
Generic top-level domains (TLD) such as .com, .net, and .org are generally open for use. Although TLDs are globally-recognised, their reliability remains ambiguous.

A .au domain positions your brand as a legitimate Australian business and a trusted website. No entity can sign up for .au unless they comply with Australian Domain Name Authority’s (auDA) eligibility criteria.

Attaching .au to your TLD (e.g., .com.au, .org.au, net.au, etc.) not only helps generate trust within the local market but globally as well.


Meanwhile, .au direct domains are second-level domains preceding .au. Instead of mybusiness.com.au, you can easily register for mybusiness.au. This allows the ownership for shorter and more memorable domains. This is a significant shift in the .au namespace and puts Australia in line with .nz and .uk.

AuDA recently launched .au direct domains last 24 March 2022. Individuals and businesses can now apply for direct domain registration. At the same time, existing .au registrants can acquire a matching direct domain.

In case of contesting parties vying for the same direct domain, they can settle the conflict through the Priority Status Allocation process.

Why Get the New .AU Direct Domains

Registering for a .au domain already entitles you to a number of benefits. Aside from helping you become a trusted page online, it also boosts your SEO. A reliable local domain wins you priority on Google’s local search results. This raises your chances of making it on top and raking in the most traffic.

So, is the new .au direct domain necessary?

The short answer is a resounding YES. Besides the entailing perks of having an Australian domain, here are more reasons why you should:

  • Remain top of mind with a domain that’s easier to type, shorter, and more memorable.
  • Raise the chances of getting the domain you want with increased availability in the .au domain space.
  • Secure your brand and prevent other entities from owning the exact direct name of your domain.
  • Have a domain that displays better on mobile devices.

Be Proudly .AU

A trusted domain goes a long way in establishing a solid online presence. Your website’s validity contributes a great deal to scaling your brand digitally. Win customer trust with a website they acknowledge and can depend on.

Elevate your online brand with a .AU domain as your authenticity seal. If you’re already registered for one, get a matching .au direct domain and block other entities from getting your brand name.

If you wish to know more about your eligibility for the .au direct domain or priority allocation process, contact us today.

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