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Content 2017-06-05T20:57:13+00:00

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

Top Level Domains representation based on number of websites per TLD

Active websites

Size of websites

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.

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.

Top 10 largest TLD

As of June 2017

Rankdot brandTotal Pages Found by Google
1nico93 191
2bnpparibas69 239
3sohu57 502
4pictet52 170
5leclerc46 323
6jll40 601
7cern38 272
8citic22 210
9weir14 400
10sandvik12 755

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


Webservers technology

Webservers are servers connected to the internet that process HTTP requests.

The type of webservers used for sites under dot brand sites are (unsurprisingly) no different than for sites under legacy domains, featuring Apache, Big-IP  and IBM servers etc.

The technologies employed by developers supporting dot brands are no different from the technologies commonly used in internet development – PHP, ASP, Ruby etc.

CMS technology

Content Management Systems (CMS) are applications that control what is published at a website via a central interface. Most popular CMS are Drupal and WordPress. Major corporations also use AEM, Adobe Experience Manager.

HTTPS and SSL Certificates

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:


Some brands are using dot brand email adresses. Dabur, an indian pharmaceutical company, is using as their main corporate email adresses, but also variants such as