Dot brand domains and content

In 1996 already, Bill Gates wrote an article entitled : “Content is King”. Dot brand domains offer the possibility to create many domains, and therefore many websites possibly hosting a large amount of content. The active websites are actual domains in the dot brand TLD space that resolve to an exiting website that is not a nic website. Active websites would be used by brands to host content, even though this includes a low number of parking pages or basic server pages.

There are three options for brands to populate the sites with content :

  • Spread their existing content, over multiple websites
  • Create, develop or curate new content
  • Duplicate existing content over many websites

Active websites

Number of websites per TLD

Two automotive brands are creating a large number of website. This reflects the automobile market, where the distribution is organized by a large number of external dealers.

Number of pages in websites

The number of pages identified by search engines is a relatively good indicator of the size of the sites. This does not necessarily give the exact number of pages, as some sites may declare they do not want to be identified, or some of them were not declared to the search engines. Sites such as have up to 67,000 pages, while most of dot brand sites only have one page.

Some of the active websites under dot brand registrations are invisible in Google and Bing. They appear not to have been indexed. This is probably because they have not been submitted to the search engines, which possibly demonstrates an interim phase where the brands are testing and learning before providing some content for their end users.

Redirecting sites

The redirect can be a “permanent” one, with a code 301, or a temporary – using the code 302. There are also redirects using javascripts of jQuery. Most of the redirects are “permanent” redirects, which shows that brands integrate a large portion of redirects in their long term dot brand strategy.

This implemention mode consists of redirecting the user to another domain. This can be achieved by indicating in the  HTML “htaccess” file that the user will be redirected.

The redirect can be a “deep redirect”, meaning that the user will go to a specific page. For instance, redirects to It can also be a “basic” redirect, where it simply leads to the home page. redirects to

SSL Certificates and HTTPS

Some websites in the dot brand space carry SSL certificates, enabling secure connection to their sites. SSL is commonly used to secure eCommerce sites and is denoted by “https”. The majority of dot brand sites with SSL certificates are from the financial sector. BNP Paribas is an example of a bank which uses https domains:

eMail and MX configuration

Some brands are using dot brand email adresses. Gucci, the famous Italian luxury brand uses a .gucci address on their customer service website. Weir, a engineering company, also uses a .weir address.

The chart represents the number of sites having “mx” records in their domain setup – ie domains where the basic email setup has been made.