In 2026, your website acts as a digital shopfront. It needs to show off what you do, prove where you’re based, and give people a reason to trust you. With the rise of AI-generated spam and global scams, a .au domain acts as a verified badge because it requires a validated Australian presence (such as an ABN/ACN).
Research from our partners at auDA shows that 3 out of 4 Australians are more likely to trust a business with a .au address and half of Australian consumers will only purchase from a website if it ends in .au.
A ccTLD is more than an address
For entrepreneurs, the .au ccTLD is more than an address, it’s about representation and visibility and it helps to ensure:
- Brand protection: Registering both .com.au and the shorter .au keeps your brand secure.
- Memorability: In a mobile-first world, shorter is better; yourbrand.au is easier to type on a phone than a longer alternative.
Unlock more value
Choosing to use a .au domain has additional perks, including:
SEO: In 2026 Google's algorithms prioritise proximity to searchers location. This ensures that you are showcasing your brand to give the strongest signal that you are relevant to an Australian user, which is important. auDA’s research shows that Aussies are more likely to click a .au link in search results because they trust it and because they want to support local businesses.
Security: Security is a core focus for .au. Statistics show that .au has lower abuse rates through auDA's policy framework, and we are proud to implement those policies as a partner.
Partnering with a .au registrar
In 2026, .au registrars don't just sell names; they ensure that the policy framework is followed and offer integrated solutions including local web hosting (which helps to improve site speed), website builders, security, and professional email setup, which also uses your .au extension.
A registrar can help you set up an email domain like hello@brand.au, which is much more likely to have an effect on your email marketing than a generic gmail address.
Our role as registry operator
Although we are running in the background for consumers, Identity Digital Australia plays a crucial role in ensuring Australia’s DNS remains available, registrars can operate their businesses, and that the internet remains resilient, secure, and trusted.
2026 is the year to claim your piece of the Australian internet. Whether you’re launching a new business or scaling a national brand, your .au domain is the foundation. Have you checked if your name is available yet?
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