The top-level domain (TLD) .BERLIN is a geographic TLD that is dedicated to the city of Berlin, the capital of Germany. It falls under the category of geographic TLDs which are approved by the Internet Corporation for Assigned Names and Numbers (ICANN), a non-profit organization responsible for coordinating the maintenance and procedures of databases related to the namespaces and numerical spaces on the global internet.
The .BERLIN TLD is managed by dotBERLIN GmbH & Co. KG as per ICANN’s authority. It was introduced in 2014 to provide a platform for individuals, businesses, and organizations linked to Berlin in order to widely represent their affiliation with the city. It offers a highly specific domain extension which helps to develop a local brand and indicates a direct connection with the city of Berlin. This domain was one of the first “city TLDs” introduced, following the ICANN’s decision to expand the domain name system with new gTLDs in 2012 (source : ICANN).
By using .BERLIN TLD, website owners can demonstrate their commitment to the city, and establish a prominent digital presence that benefits them in terms of local SEO and marketing. For instance, a local business such as a restaurant or boutique located in Berlin can register a .BERLIN domain to visually connect with Berlin residents and tourists who are searching for local services. The Berliner Philharmoniker, one of the world’s leading orchestras, chose to adopt a .berlin domain (www.berliner-philharmoniker.berlin) to show their city pride and establish a distinct digital presence.
One of the key sources of data on the use of TLDs is the Domain Name Industry Brief published by Verisign, a global provider of domain name registry services and internet infrastructure. According to the report from June 2020, the total number of .BERLIN domains registered was over 54,000. This indicates the popularity of this specific TLD within Berlin and its potential in reinforcing local digital marketing strategies.
However, despite the potential advantages, owners should consider the possible downsides of using a geographically-restricted TLD. A .BERLIN domain might not be a suitable choice for businesses intending to project a wider, non-location-specific professional image. Additionally, search engines do not currently treat new TLDs any differently from traditional ones (like .com or .org), hence the actual SEO benefits may be minimal (source: Google Webmaster Central Blog).
To sum up, .BERLIN as a TLD offers a unique opportunity for businesses and individuals to align their digital identity with the city of Berlin. However, its effectiveness should be considered in relation to the specific aims and target audience of the website.
Sources:
- ICANN
- Verisign’s Domain Name Industry Brief
- Google Webmaster Central Blog
- dotBERLIN GmbH & Co. KG
- Berliner Philharmoniker official website
