Premise & Value Proposition

To many, the ultimate, most impressive dotBrand TLD success story would be a complete migration of a company’s entire web presence from their legacy gTLD to their new dotBrand TLD. While this may be an option in some extremely rare cases, the majority of dotBrand registry owners are faced with the reality that we need to start with some less risky scenarios to gather learnings, raise the comfort level of our leadership, and get people inside and outside the organization used to seeing our TLDs used in the wild. For those seeking a use case with virtually no risk, the Basic Redirect strategy may be a feasible option to get the socialization ball rolling.

Also commonly known as using a Vanity URL, the essence of the Basic Redirect is to take a new domain name under your dotBrandTLD and configure it to point to an existing page within your company’s legacy websites. For example:

Go to a browser and type in

You will be automatically redirected to

Microsoft Support

This is where some people might say, “Meh. What’s the use of that? You’re not hosting any live content on your dotBrand and it’s not getting much SEO credit. Why bother?”

But don’t let yourself feel sheepish or small-time; there is some real value in adopting this approach:

  • Your Basic Redirect strategy may support your company’s URL Spec and established naming convention
  • By properly redirecting to a legacy gTLD site, you don’t compete with your company’s overall SEO investment for that web presence
  • Using dotBrand Vanity URLs helps the socialization process, which is effectively communicating the presence of your TLD to a widening audience that ideally includes customers, prospects, staff and the general public


Compile the Source and Destination List

From a naming perspective, the process is pretty straightforward: create a simple table with Source and Destination columns and list the second level domain names you want to use- these will be the Vanity URLs. Next to each name in the Destination column, list the URL where you want each name to resolve, including whether it will go to a secure https site.
It is usually a good idea to run the proposed list by your stakeholders to get their buy-in and validate the list.
Once you have a list of domain names, follow your company’s domain name registration process with your registrar partner.


Understand a 301 Redirect

In Web Hosting terms, this is a code that is particularly used by Search Engine bots that crawl the internet looking for links. It was originally used to tell Search Engine that an index link has permanently moved to a new address. Additionally, all the SEO equity built up from the old URL will then transfer to the new URL address. The case helps greatly when moving a site to a new domain or updating links to old content. When it comes to Vanity URLs and how they are distributed, you will want the same 301 redirect code be passed to any links that can be crawled by search engines.


Setting up Vanity URL

Setting up a dotBrand Vanity URL to redirect to a legacy domain can be accomplished a few ways. Hosting with in your company’s IT infrastructure, using your Registrars DNS Management or working with a third party Link Management Platform. Either route you take, may require IT support to update DNS records to facilitate the dotBrand Vanity URL hosting.

Company Self Hosting

If you company has Internal hosting support services, you can work with that team to request DNS updates and Application hosting support. You want to request a 301 redirect as explained above

Pros: Full control of redirect hosting; Lower cost

Cons: Level of effort to setup requires IT services; Tracking link usage can and user information can be complex.

Registrar DNS Management Services

If your dotBrand Registrar offers DNS Management services, they should be able to setup 301 Redirects.

Pros: Still have control of redirect hosting and maybe simpler to implement.

Cons: Link usage reporting maybe limited to DNS Queries; Possible overhead cost

Link Management Platform

This is a third party service that will host the redirect URL for you. You will still need to work you IT Support to setup the DNS to host the .brand domain with the Link Management Service. There are few providers that are free and many that provide Enterprise services. The main benefits you get with a Link Management platform is tracking. They will provide services to measure usage of the link as well as some demographic and device usage information.

Pros: Simple to setup but still require IT Support and DNS setup; Provides Link usage reporting and enhanced user data.

Cons: Additional cost maybe required; Some services, the link usage data is public information.

Recommend Link Management Platforms

Bitly –

Cost: Free but does offer Enterprise Services.
Bitly offers some

Rebrandly –

Easyredir –