The top-level domain (TLD) “.SYDNEY” is dedicated to the city of Sydney, Australia. This TLD is a part of a new program designed by ICANN (Internet Corporation Assigned for Names and Numbers) to proliferate the usage of geography-based domain names on a global scale. Sydney became one of the first cities in the world to achieve its own TLD when .SYDNEY was introduced in 2014.
.SYDNEY provides a unique opportunity for businesses and individuals to associate themselves directly with the city of Sydney, which, as per Australia’s Tourism Satellite Account, has contributed an average of $38.1 billion annually to the national GDP from 2015 to 2019. With over 5 million residents and an international reputation as a hub of culture, arts, finance, and commerce, this gTLD (Generic Top-Level Domain) can help to communicate a direct connection with the city, offering significant benefits in terms of local and international SEO (Search Engine Optimization) and branding.
The use of the .SYDNEY TLD allows business owners and individuals to identify their location and services directly related to the city. For instance, the Sydney Opera House uses the domain “www.sydneyoperahouse.sydney”. This clearly indicates that this world-renowned cultural site is located in Sydney, Australia.
This domain was first launched in February 2015 and is managed by Neustar, an American technology company that is one of the world’s largest domain name registry providers. It provides a range of services including digital asset defense, marketing analytics, DNS solutions, and more. As per Neustar’s report, domains like .SYDNEY are shaping the future of digital identity by enabling users to instantly communicate their association with specific geographical locations, industries, or interests.
As of January 2021, “Statista” reports that there were 2,052 recorded .SYDNEY domains. This paints a picture of considerable interest and adoption of the unique TLD, further indicating the acknowledgment of its benefits among Sydney-based businesses and organizations. Such domains are becoming popular due to its unique propositions for digital marketing, branding, and it can even have effects on SEO.
References:
1. Australia’s Tourism Satellite Account. (2019). Retrieved from https://www.abs.gov.au/statistics/industry/tourism-and-transport/australias-tourism-satellite-account/latest-release
1. ICANN (2014). New gTLD Program. Retrieved from https://newgtlds.icann.org/en/about/program
1. Neustar 2015 Annual Report. Retrieved from https://www.home.neustar/about-us/who-we-are
1. Statista. (2021). Number of new top-level domains 2020. Retrieved from https://www.statista.com/statistics/265677/number-of-internet-top-level-domains-by-type/
