The Top Level Domains’ (TLD) game in South Africa is still mostly about .co.za, but a shift is taking place. The growing battle for available domain names with this extension, coupled with the rise in popularity of other new domain extensions, have created an exciting world of domain opportunities.

In this article we look at the top domains in South Africa and explore some of the trending extensions to take note of locally, and abroad. We also share some tips to help you choose the best fit and make a case for registering multiple Top Level Domains alongside your main domain name.

Top Level Domain Names Explained

In a web address, the suffix (last part after the final dot) is called the TLD (top level domains). For example, in “example.co.za”, “.co.za” is the TLD.

The purpose of TLDs is to organise the internet’s namespace and provide information about a domain’s goal or origin. There are several types: generic TLDs (gTLDs) like .com, .org, and .net; country code TLDs (ccTLDs) such as .co.za for South Africa; and newer gTLDs like .app, .blog, and .shop.

The Internet Corporation for Assigned Names and Numbers (ICANN) oversees top level domains, with individual Top Level Domains managed by designated organisations. Domain names are then registered under TLDs through ICANN accredited registrars and domain name providers affiliated with them.

Your choice of domain name extension can significantly impact your website’s branding, search engine optimisation, and target audience reach. It is therefore a good idea to learn more about them before you register a new domain name, or supplement an existing one with additional TLDs.

South Africa’s Top 5 Most Popular Top Level Domains

For South African companies, there are several domain options that offer unique benefits and positioning opportunities, which is why they are more popular than other extensions. Let’s take a look at them:

1. .co.za

The undisputed king of local domains, .co.za is normally the go-to choice for businesses and individuals alike. Standing for “company South Africa,” this TLD offers instant recognition and trust among local users. With over 1.25 million registrations, it dominates the market, providing a strong local identity for businesses of all sizes.

A .co.za remains a top domain for several reasons:

• It’s been the standard for South African businesses for decades.
• Local users inherently trust .co.za domains.
• Despite its popularity, there are still many available .co.za domains.
• It’s often favoured in local search results.
• Securing your brand name under .co.za protects your brand identity locally.
• It allows for more targeted marketing strategies focused on a South African audience.
• It demonstrates commitment to the South African market.

2. .org.za

Designed for non-profit organisations, .org.za has become the preferred choice for NGOs, charities, and community groups in South Africa. While not as numerous as .co.za domain websites, .org.za sites benefit from an implied sense of credibility and social responsibility, making them ideal for organisations focused on making a positive impact.

A .org.za domain is also beneficial because:

• It conveys a sense of trustworthiness and community operations.
• It clearly identifies your organisation as South African, which can be advantageous for local SEO.
• There are more desired domain names available under .org.za as compared to .co.za.

3. .web.za

Originally intended as a more accessible alternative to .co.za, .web.za has found its niche among small businesses and personal websites. While not as popular as its commercial counterpart, it offers a viable option for those seeking a distinctly South African online presence without the “company” connotation.

A .web.za is advantageous because:

• It could help your business stand out in the South African online landscape.
• Desired domain names might be more readily available under .web.za compared to the more popular extensions like .co.za and .org.za.
• It emphasises your business’s online nature, or digital-first approach.
• It signals to search engines that your site is relevant to South Africa, potentially helping with local SEO.

4. .net.za

Initially meant for network-related entities, .net.za has evolved to serve a broader audience. It’s particularly popular among tech companies and Internet Service Providers (ISPs). While less common than .co.za, it can lend a tech-savvy image to businesses in the digital sector.

A .net.za also offers the following benefits:

• It identifies your business as South African, helping to build trust with local customers and potentially improving local search engine rankings.
• Desired domain names may be more readily available under .net.za compared to the more popular .co.za extension.

5. .africa

Launched in 2017, .africa represents a pan-African identity online. Though newer and less established than country-specific Top Level Domains, it’s gaining traction among forward-thinking businesses looking to appeal to a continent-wide audience. In South Africa, it’s seen as a complement to .co.za for companies with regional ambitions.

The key advantages of a .africa include:

• It shows a broader market focus beyond just South Africa.
• It helps position your business as an African brand.
• It may offer more availability for desired names.
• It could potentially help with SEO across the continent.
• It can be seen as a show of support for African unity and economic integration.
• This newer TLD can portray your business as forward-thinking and online-savvy.

The Coolest TLDs On The Block

Beyond the traditional options, several new and more modern TLDs are making waves in South Africa and abroad, namely:

1. .capetown, .joburg, and .durban

Currently, there’s a growing movement towards buying and supporting local businesses. These city-specific domains therefore allow businesses to target those local markets more effectively. They also allow you to showcase your connection to a city, appealing to local pride.

Additionally, Search engines are placing more importance on local search results, potentially giving these city-specific domains an edge in local SEO.

2. .tech

The .tech domain directly associates with technology and innovation, making it attractive for tech companies, startups, and digital services. Because the term “technology” is universal, this TLD is relevant worldwide.

3. .io

The .io domain name was originally used for theBritish Indian Ocean Territory,  but has become popular in tech circles due to its association with “input/output,” a fundamental concept in computing. Additionally, its short, memorable, and globally recognised nature makes it a great choice for innovative and tech-focused brands.

4. .online, .site

The .online and .site domains are excellent options because they are versatile, easy to remember, and clearly indicate an online presence. It works well for various industries and projects, making it ideal for businesses, personal websites, and e-commerce stores looking to establish a strong digital identity.

5. .xyz

A .xyz can be used for any business because it doesn’t imply any specific industry or purpose. Its simplicity and global appeal, combined with high availability of desired names and often lower costs, have made it popular among startups, tech companies, and individuals seeking a modern, catchy domain extension.

While all of these new options are opening up creative possibilities, it is worth noting that a new, more edgy top domain will only be effective if it aligns with your specific business, target audience, and marketing strategy.

Factors That Could Influence The Choice Of Your TLD

With great choice comes great responsibility…

But the key to choosing the right top level domain name is to focus on something that not only represents your current status but also aligns with your future goals.

Answer the following questions when choosing your top domain:

Is your target audience local or international?

If your main audience-focus is within South Africa, a .co.za domain is often the best primary choice. It immediately signals to local users that you’re a South African entity. For city-specific businesses, consider TLDs like .capetown, .joburg, or .durban.

If you’re targeting a global audience, a .com domain may be more appropriate due to its universal recognition. For a pan-African focus, the .africa TLD can be an excellent choice.

What TLDs are your competitors using?

Research your competitors and industry leaders to understand common practices. Some industries have unofficial standards, like .edu for educational institutions or .gov for government entities. In tech sectors, .io or .tech might be popular, even in South Africa.

Financial services often stick to traditional TLDs like .co.za for credibility.

Consider whether following the norm or standing out with a unique TLD would be more beneficial for your brand.

How does the TLD align with your brand values?

Your TLD is part of your brand identity. It should reflect your company’s personality and values.A .org.za domain might align well with a socially responsible brand image.Tech startups might prefer .io or .tech to appear innovative.Luxury brands often stick to .com to instil a global, premium feel.

Do you want to consider SEO?

While Google treats all TLDs equally, user behaviour may vary. Users might be more likely to click on familiar TLDs like .co.za or .com. And over time these click-through rates can affect search rankings. Consider using geographic targeting in Google Search Console to specify your target country. For local SEO, having a country-specific TLD can be beneficial.

Why Register More Than One TLD For Your Business

Did you know you can register multiple TLDs for your business website? All domains can be pointed to your main website through domain forwarding or DNS settings. Simply ensure proper redirects to avoid duplicate content issues for SEO.

Here’s why a multiple TLD strategy is a good idea:

It can help you protect your brand

Registering multiple TLDs can help safeguard your brand identity. By owning variations of your domain name you prevent others from using similar domains that could confuse customers or damage your reputation.

It can aid in reach

Different TLDs can help you target specific geographic markets. Using country-specific TLDs can improve local credibility and potentially boost search engine rankings in those regions.

It can have SEO benefits

As mentioned previously, Google treats most TLDs equally, but having multiple domains can allow you to optimise each domain for different keywords or market segments. Local TLDs may perform better in country-specific searches. And added to this, multiple domains provide more opportunities for backlinks and an increased online presence.

It can make your small company appear bigger

Owning multiple TLDs can make your business appear larger and more established. It shows that you’ve invested in your online presence and you are serious about protecting your brand.

It can help to future-proof your brand

A multiple top level domain strategy allows you to prepare for future expansion or rebranding. If you decide to enter new markets, you’ll already have relevant domains registered.

KEY TAKEAWAYS

– The .co.za domain is still dominant in South Africa, but the rise of new domain extensions is creating new opportunities.

– Top Level Domains (TLDs) is the last part of a website address, like .co.za, .com or .org.

– .co.za is the most trusted and widely recognised local domain, with over 1.25 million registrations, ideal for all businesses.

– .org.za is preferred by NGOs and charities for its credibility and focus on social responsibility.

– .web.za is a niche choice for small businesses and personal sites, offering availability and a digital-first image.

– .net.za is popular with tech companies and ISPs, lending a tech-savvy image and local trust.

– .africa is a newer Top Level Domain gaining traction for its pan-African identity, appealing to businesses with regional ambitions.

– New TLDs like .capetown, .joburg, .durban, .tech, .io, .online, and .site are gaining popularity for their local market appeal, relevance to tech and innovation.

– When choosing your top domain, consider your target audience, industry norms, brand identity, and SEO strategy to align with your current status and future goals.

– Registering multiple TLDs can protect your brand and improve reach.

FAQs

Other Blogs of Interest:

– Transfer Domain Names: The What, Why, How & Where

– Choosing The Best Website Builder In South Africa: 10 Point Checklist

– Best Web Hosting For Small Businesses In South Africa: 7 Tips To Get Started

– Domains.co.za Guide — Domain Name Registration Unpacked

– Domains.co.za – What Our Site Builder Can Do For Your Small Business