Google Registry is making a fresh push for companies to adopt their own dot-brand top level domains (TLDs) — such as .apple, .nike, or .google — positioning them as a safer, more secure, and brand-protective alternative to traditional domains like .com.

In a recent blog post, Google shared its experiences operating .google and highlighted three key lessons learned from using dot-brand domains across its ecosystem.

1. Dot-brand domains can be a “safer” option

According to Google, using a dedicated .brand domain can help improve security and segmentation. The company revealed that it didn’t host its corporate blog, The Keyword, on google.com due to “security considerations.” Instead, it chose blog.google.

Google explained that marketing websites — especially those built by external agencies — can introduce vulnerabilities when hosted under the same core domain used for major products. By isolating these under a separate .brand TLD, companies can reduce potential risks tied to phishing, subdomain hijacking, and cross-domain attacks.

2. SEO can survive the switch

Google also addressed one of the biggest hesitations brands have: SEO migration. It claims that transitioning from a .com to a .brand domain does not necessarily harm search performance, provided best practices are followed.

That said, Google acknowledges that not every company has its level of in-house technical expertise. For most businesses, domain migrations still require careful execution to preserve rankings and link equity.

The company also shared a practical tip — maintaining both versions of the URL. For example, about.google.comredirects to about.google, ensuring users who default to the .com version still reach the intended destination.

3. Strengthen brand and trademark protection

Lastly, Google argues that dot-brand domains enhance brand control. It warns that relying on subdomains (like brandname.example.com) trains users to trust risky constructs that bad actors can imitate for phishing.

By operating under a proprietary .brand TLD, companies can ensure that every second-level domain (like offers.brand or blog.brand) is legitimately owned and managed by them.

Still, Google cautions that brands should not abandon .com entirely. Even Google owns and redirects googleblog.com to blog.google — acknowledging the ongoing dominance and recognition of .com among users.

The Missing Piece

While Google makes a strong case for dot-brand domains, one question remains unanswered:
If .brand TLDs are the future, why do many of Google’s own products — like Google Ads, Analytics, and Maps — still operate under google.com instead of .google?

Until that changes, the idea of a brand-only namespace remains more aspirational than operational for most organizations.