Google is pulling back the curtain on one of its most strategic infrastructure moves. The company just released a detailed case study revealing how it successfully migrated key properties to its proprietary .google domain - and the lessons apply far beyond tech giants. With the next round of branded top-level domains opening in 2026, Google Registry's playbook offers a rare glimpse into enterprise-grade domain strategy.
Google just dropped a domain strategy masterclass that most enterprises have been waiting years to see. The search giant's detailed breakdown of launching .google comes as companies prepare for 2026 - the first chance in 14 years to apply for branded top-level domains. Christina Yeh from Google Registry shared three critical lessons that could reshape how major brands think about their digital infrastructure. The timing isn't coincidental. Google owned .google and .youtube since 2012 but didn't activate .google until 2016, spending four years learning what worked. Now they're sharing the playbook just as ICANN's next application round approaches. The first lesson centers on security - something that's become increasingly vital as cyber threats target brand impersonation. Google's editorial team couldn't launch their blog on google.com due to security considerations around hosting marketing sites on the same domain as core products. The solution? blog.google, which you're reading right now. "Unlike open top-level domains, such as .com or .app, where anyone can purchase a second-level domain, a .brand is unique because only the brand owner can register domains under the extension," Yeh explained in the blog post. Google also added .google to the HSTS-preload list, creating an additional security layer that's impossible with shared namespaces. But the bigger revelation involves SEO - historically the biggest concern for any major migration. In 2019, Google moved its company about page from google.com/about to about.google. This wasn't just any page - it had 20 years of search equity built in. The result? Zero SEO loss according to internal data. The migration succeeded through meticulous planning: proper 301 and 302 redirects, updated canonicals and XML sitemaps, plus setting up both about.google and about.google.com to catch user mistakes. Google's approach addressed a common redirect pattern that most companies miss. The third insight tackles trademark protection in ways most legal teams haven't considered. When launched , internal discussions questioned why not use googleblog.com instead. The answer reveals sophisticated brand protection strategy: avoid training users to trust domains with your trademark in the second-level position. "Anyone can register this type of domain to impersonate your brand for phishing," Yeh noted. registered googleblog.com purely to redirect to blog.google, but never promotes the .com version. This creates a security moat that extends beyond technical protection into user behavior psychology. The broader implications stretch across enterprise software, financial services, and consumer brands. Current examples like and demonstrate how branded domains can create memorable, secure touchpoints that reinforce brand authority. Industry analysts expect significant demand for the 2026 application round, especially as digital transformation accelerates and security concerns mount. The window represents a rare opportunity - previous rounds occurred in 2000 and 2012, making branded TLDs accessible only to companies with long-term vision and substantial resources. timing in sharing these insights suggests they're positioning to support other brands through the application process. The company operates 13 HSTS-preloaded TLDs including .dev, .app, and .google, giving them unique expertise in branded domain strategy. For enterprises considering 2026 applications, Google's lessons provide a roadmap that goes beyond technical implementation to strategic brand protection. The combination of security, SEO preservation, and trademark advantages could justify the investment for companies serious about long-term digital infrastructure.