.au Direct, The New Kid In Town

It’s been a while now since the .au direct domain launched and added a whole new set of options for Australians looking to set up a website. With the initial hubbub now over, let’s take a moment to look into this new contender in the domain space and see how it stacks up against earlier arrivals.



How Does .au Direct Work?

How Does .au Direct Work?


First up we should do a quick overview of how .au direct works. Previously all Australia-specific domain names would append a .au on the end of another domain extension. That’s how you get .com.au., .net.au, .gov.au, and so on.


Now, we’re mixing it up by making it possible to cut out all of those intermediaries and go straight to the .au.


In practice that looks like this: www.example.au


Initially, these were only available to owners of existing Australian based websites, to allow business owners to register the new domain name and prevent imitators from committing acts of fraud.


At this point however they’re open to all, so if you want one for your small business, you can get it right now.



How Does It Compare With Existing Options?

How Does It Compare With Existing Options?


So how does it stack up with the likes of .com.au and other preexisting domain extensions? Probably the best thing .au direct has going for it is that it’s shorter and simpler than other Australian focused options.


Being short and simple then means it’s easier for people to remember, and more likely to stick in their minds and strengthen your brand’s online presence.


It’s the biggest shakeup in the .au namespace in 20 years, and a new way to get your name out there and establish a presence as an Australian small business.



Should You Get It?

Should You Get It?


Being essentially brand new means there’s still plenty of options for what names you can register, but that won’t last forever. Adoption of this new standard has been rapid and enthusiastic.


As of March 2023, there are more than 740,000 .au direct domain names registered. That’s a lot for a domain that’s only existed for about a year! The .au direct extension now accounts for 18% of all registration in the .au space, second only to .com.au.


According to data coming in from analysts, .au is now the seventh largest country code Top Level Domain, and the tenth largest Top Level Domain globally.


This new domain extension is proving very popular, and is quickly proving that it’s here to stay. If you’re looking to protect your brand, expand your reach, or establish a new brand entirely, .au direct is well worth your time.



A lot has happened in just a year, and a lot will continue to happen as time marches on. Things are looking bright for this new domain, and it will be interesting to see what lasting effects it has on the domain landscape.

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