The top-level domain (TLD) “.goog” is a branded TLD, a specific category of top-level domains introduced by the Internet Corporation for Assigned Names and Numbers (ICANN) under an initiative started in 2011. The “.goog” TLD is managed and operated solely by Google as part of its branding strategy (ICANN, 2012).
Apart from generic TLDs (gTLDs) such as .com, .net, .org and country code TLDs (ccTLDs) such as .uk, .cn, .jp, ICANN provided options to organizations to operate their own TLDs with their brand’s name. These are known as Brand TLDs. The operating organization has complete control over the regulatory and operational aspects of these domains. This move was taken to allow brands to associate their online presence directly with their brand’s name, increasing their brand visibility and ensuring better control and security over their online ecosystem (ICANN, 2012).
The “.goog” domain is one such Brand TLD owned and operated by Google. The purpose of TLD .goog was to enable Google to orchestrate its online presence and communication with better control, to enhance brand visibility, protect intellectual property, deliver platform security and build customer trust (ICANN, 2014).
One may not normally see this TLD widely used like .com or .net as these Brand TLDs are specifically used by businesses for their own purposes. For instance, Google uses .goog domains for its own services like registry.goog – dedicated to providing information pertaining to Google’s domain registration services (Google Domains, 2021).
Other examples of such brand TLDs include .apple of Apple Inc., .ibm of IBM Corporation, .sony of Sony Corporation. Similar to the intent and usage of .goog, each of these companies use their respective TLDs to manage their customer experiences and control their online environments.
Regulations and specifications related to branded TLDs are provided by ICANN, the governing agency responsible for maintaining and coordinating the Internet’s addressing system. This ensures a stable and secure operation of the internet. ICANN stipulates each applicant to undergo a rigorous evaluation process to demonstrate operational, technical, and financial capacity to run a registry before granting them their domain (ICANN, 2014).
Thus, the TLD “.goog” forms part of a larger branding and online visibility strategy for Google, facilitated by ICANN’s branded TLD initiative.
Sources:
1. ICANN, 2012. About the Program. Informational resource: https://newgtlds.icann.org/en/about/program
2. ICANN, 2014. New gTLD Program. Informational resource: https://newgtlds.icann.org/en/program-status/timelines
3. Google Domains, 2021. Informational resource: https://registry.goog/
