Alphabet’s adoption of New Domains tells you all you need to know about their future

When New Domains were released a few years back, there was a lot of doubt in the industry about whether or not they would succeed. New Domains remain relatively unknown to the average internet user to this day, but the amount of adoption we’ve seen from business leaders suggests that New Domains are more than just a fad.

One of the biggest signs that New Domains are products to be reckoned with is the adoption of non-traditional domain endings by Alphabet, the parent company of Google and a major innovator in all aspects of technology. Alphabet has adopted a variety of New Domain extensions for their products and spinoff companies in the past few years and shows no signs of slowing down.

abc.xyz

abc.xyz was one of the first New Domains that Google adopted and brought what was once a relatively unknown New Domain extension into the limelight. Alphabet’s adoption of this particular URL was lauded by a number of tech-savvy users and hinted at all of the potential New Domains had to offer for creative marketing.

chronicle.security

Chronicle is Alphabet’s latest venture and focuses on creating technology that can revolutionize the way we think about and fight cybercrime. The company chose to use the domain chronicle.security to make it clear to visitors what the company’s mission is.

x.company

As a semi-secret company branched off from Google, X invests in researching “moonshot” technology which is currently beyond human grasp but could fundamentally change the way we live in the future. X operates on the domain x.company, which is a short and memorable way to differentiate itself online.

business.site

Google My Business allows global merchants to get more eyes on the services they offer by opting into Google’s worldwide directory of businesses. Companies that sign up for Google My Business also get the perk of a free domain name with a .business.site ending—similar to how free versions of WordPress, Blogger, and other website building platforms work.

Alphabet embracing New TLDs proves that these extensions are not only valuable for end users, but they also have the potential to rank just as well as any other legacy TLD—we know this because Google itself has adopted a variety of New Domain for their own companies and products.

Early adopters tell you a lot about the long-term potential for success that products and new ideas have, so seeing a major brand like Alphabet embracing New Domains is a good sign that these unique extensions are not going anywhere.