A domain is like the digital gateway to a brand, project or idea. In addition to the actual name, the choice of extension (top-level domain, or TLD) also plays an important role. The .ch and .swiss TLDs relate specifically to Switzerland, while .com can express an international presence.
But TLDs do more than just shape people’s perception, they also play a strategic role. Is it enough to secure only the most important domain extension? Or does it make sense to register additional TLDs to protect a name more broadly and leave no loopholes for others? Targeted registration of multiple TLDs supports positioning and helps to safeguard digital identity.
Which and how many domains with different TLDs should be registered depends heavily on the intended use, the target group and your personal risk profile. This blog post explains when it makes sense to build up a TLD portfolio and what strategic factors should be considered.
Why secure multiple domain names in the first place?
In the digital sphere, a domain is often the first point of contact with the target group. Depending on the industry and reach, registering multiple TLDs as a protective measure can be a smart safeguard. If you manage a well-known brand or own a high-traffic domain name, you run the risk of a third party registering a similar internet address. There are various risks to consider in this regard:
Domain-Grabbing: Third parties may deliberately register available TLDs for a recognized or catchy name, often with the plan to resell them at a profit. For example, they may secure the domain “brandXYZA.shop” even though the actual company only uses “brandXYZA.ch”.
Traffic siphoning: Identical or similar-sounding domain names with other extensions can be used to benefit from the reputation or reach of a well-known brand. For example, “brandXYZA.net” may be registered to intercept visitors who actually want to visit “brandXYZA.com”. For longer domain names, variations with a hyphen should also be considered – for instance, an unrelated third party may take the “brand-XYZA.ch” domain.
In general, the principle of “first come, first served” applies to domains. This means that whoever registers a domain name first generally owns it. It is therefore advisable for brands to secure domain names with the relevant TLDs at an early stage. Although it is possible to subsequently claim a domain through legal action, especially for registered brand names, this is often associated with considerable effort, high costs and an uncertain outcome.
Note:
Trademark owners should check an entry in the Trademark Clearinghouse, a central register for registered trademarks. In the case of newly introduced generic TLDs (e.g. .store or .online), brand owners receive preferential access to domain names that correspond to their brand and are notified if third parties wish to register an identical domain.
If a brand intends to operate internationally as well, we recommend also securing the desired domain in strategically important and neighboring countries. Given the strong competition for domain names, there is a high risk that a domain with a corresponding TLD will have already been registered.
Creating a TLD portfolio, i.e. registering the same domain name with different extensions, can eliminate these risks. It also boosts visibility in different markets and lends an online presence greater credibility and professionalism.
Securing suitable top-level domains for increased visibility
Many Swiss companies start with a .ch domain, especially if their main market is Switzerland. But ambitious projects, international customers and brand-conscious organizations in particular could benefit from looking beyond Swiss TLD horizons.
The .com domain is known all over the world, has an international impact and is often the first choice when targeting audiences abroad. The .swiss domain, on the other hand, stands for quality, trustworthiness and a close connection to Switzerland. This makes it ideal for organizations based – or with roots – in Switzerland, or if the desired .ch domain name has already been registered. Generic and industry-specific TLDs (such as .shop, .online and .finance) can also be useful for clearly communicating the brand offering.
Tip:
Swiss customers often check specifically for a .ch domain on websites and shops to make sure that the provider is actually operating in Switzerland. Combined with prices in Swiss francs, this creates confidence that there will be no unexpected customs duties or delivery delays, even if this is not guaranteed.
How do you build a strong domain portfolio?
Creating a well-thought-out portfolio does not necessarily mean having to register every single TLD. After all, there are more than 200 country-specific ccTLDs worldwide and another several hundred generic and thematic extensions. Instead, it’s important to establish your priorities:
- One main domain: the main extension (.ch, .com, .de, etc.) should be secured in good time.
- Additional TLDs: for example, .swiss for a Swiss connection, .de and .at for Germany and Austria, .org and .ngo for NGOs, depending on the target markets and focus.
- Defensive domain registrations: registering common alternatives (such as .net and .info) and frequently confused variants helps to protect against misuse.
The domain checker on the Hostpoint website makes it easy to find the best available TLDs with the desired name. Simply type in your desired name, and recommendations for suitable domain extensions are displayed. In the next step in our shop process, you can see whether the domain has been registered yet and which other domains (desired name + TLD) are still available.
Planning strategically not only saves money in the long term, but also legal, financial and technical effort. For example, if an important TLD is registered too late, this can result in it being blocked by third parties or having to be bought back at great expense.
Helpful tip:
To make the registration process as efficient as possible, Hostpoint also offers the option of registering up to 500 domains at once with a bulk order. Ideal for agencies, organizations and brands with a greater need for protection. Technical and legal safeguards should also be in place. Hostpoint lets you protect your domains against unwanted changes, transfers, manipulation and loss with the additional Domain Shield service.
What a TLD portfolio can do
Although not strictly necessary, a TLD portfolio is a smart precautionary measure. This is especially true for companies, organizations and projects with increased visibility or hoping to tap into new markets. A brand identity can be effectively protected and strengthened with just a few targeted domain extensions.
Hostpoint offers comprehensive domain services, personal advice in your language and a wide range of TLDs from a single source. From registration to administration: here you’ll find the right tools, personal support and expertise you need, all from Switzerland.
