Why Google's .app Launch Will Impact Your Business

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There’s an undercurrent of change happening in the tech community that could impact every single business in how it establishes and grows its brand in a digital world.

Google recently brought this broader trend into the spotlight with its launch of the top-level domain (TLD) .app. With this launch, developers, businesses and professionals with an app focus now have “a home on the web,” as Google noted in its release. Similarly, new domain options are providing a home on the web for every aspect of your brand -- both professionally and personally.

Given the swift adoption of .app, alongside the adoption of hundreds of other top-level domains for use in a growing number of online channels, it is only a matter of time that newer domains such as .app become commonplace. Domain names such as apple.news, jetblue.pizza, home.loans or tmobile.careers are helping businesses and brands communicate more effectively to their target audiences while differentiating and staying one step ahead of the competition.

Here’s Why .app And The Growth Of Top-Level Domains Matter To Your Business

Within the first two weeks of Google’s .app launch, it garnered 200,000 new domain registrations. The implications are far bigger than a successful launch in the tech world. While there may have been other records set when most new TLDs were first launched back in 2014, this is among the top 10 of most successful TLD launches within the last 10 years -- and with a name like Google, others will follow suit.

This one small leap for Google is one giant stride for individuals and businesses for three reasons:

1. The ripple effect: The success of Google’s .app launch is a powerful seal of approval to validate and encourage the use of newer TLDs more broadly.

It is already creating a domino effect in the industry, driving heightened awareness and adoption. While the tech industry is already on top of this trend, Google’s .app launch invites mainstream businesses to see the value of having multiple domain names to manage and enhance their digital identities. In addition to attention paid to the .app launch, there are other high-profile uses of new domains: Amazon already uses many different domain names across many parts of its online store (e.g., amazon.store, amazon.video, amazon.style), Apple uses apple.news for all of its in-app news, and the list continues and grows every day.

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