Migrating from .co.nz to .nz
To migrate to a .nz domain, you must register the shorter .nz version of your current .co.nz address, implement permanent 301 redirects for all URLs, update your Google Search Console settings, and refresh your email infrastructure. This process streamlines your digital presence while maintaining existing SEO authority and local brand trust.
The Evolution of the New Zealand Web Space
Since the introduction of second-level .nz domains in 2014, the New Zealand digital landscape and Digital Assets for NZ Startups have shifted toward shorter, punchier, and more versatile web addresses. While .co.nz remains a stalwart of the local industry, the move to a pure .nz extension offers a modern aesthetic and a localized identity that resonates with a tech-savvy audience. Migrating to a .nz domain is not merely a cosmetic change; it is a strategic brand evolution that reflects a forward-thinking approach to the New Zealand market.
For businesses that have operated under .co.nz for decades, the transition can seem daunting. However, the benefits of a shorter URL—improved memorability, better fit on social media profiles, and a cleaner look on marketing materials—far outweigh the temporary technical hurdles. The key to a successful migration lies in meticulous planning and execution, ensuring that your existing search engine rankings and customer trust remain intact throughout the process.
Technical 301 Redirect Strategy: The Foundation of Migration
How to implement a 301 redirect for .nz migration?
The most critical component of your migration is the 301 redirect. A 301 redirect is a permanent instruction to search engines and browsers that a page has moved to a new location. This transfers the link equity (ranking power) from your old .co.nz URLs to your new .nz URLs. Unlike a 302 redirect, which is temporary, a 301 tells Google that the change is final, ensuring that your SEO efforts over the years are not lost.
To execute this, you should use a page-to-page mapping strategy. Every single URL on your .co.nz site must have a corresponding destination on the .nz site. If you are simply changing the extension, a wildcard redirect in your .htaccess file (for Apache servers) or a server block (for Nginx) can handle the bulk of the work. For example, a rule can be written to take any request for example.co.nz/page-name and send it directly to example.nz/page-name.
It is vital to test these redirects across various devices and browsers. Broken links or redirect loops can frustrate users and signal to search engines that the site is unreliable. Utilizing tools like Screaming Frog can help you audit your redirects and ensure that every legacy link is properly accounted for. Remember, the goal is a seamless transition where the user doesn’t even notice they’ve been redirected.
Maintaining SEO Authority During the Switch
One of the primary concerns for New Zealand business owners is the potential loss of organic traffic. While a slight fluctuation in rankings is normal during any domain change, following Google’s best practices can minimize the impact. The first step, after setting up redirects, is to verify both the old and new domains in Google Search Console (GSC). Once verified, use the ‘Change of Address’ tool in GSC. This tool notifies Google that your site is moving, accelerating the indexing of your new .nz domain.
Updating your internal links is another essential step. While the 301 redirects will handle external traffic, having your internal navigation point directly to .nz URLs reduces server load and provides a faster experience for users. Additionally, reach out to high-value backlink providers—such as local news outlets, industry partners, or directories—and ask them to update their links to your new .nz address. This reinforces the authority of the new domain in the eyes of search algorithms.
What happens to my local SEO?
Your Google Business Profile (formerly Google My Business) must be updated immediately. Change the website field to your new .nz domain and ensure that your NAP (Name, Address, Phone Number) consistency remains perfect across all local directories. Since you are staying within the New Zealand TLD (Top-Level Domain) ecosystem, your geo-relevance should remain strong, but proactive updates help Google’s local search algorithm connect the dots quickly.
Updating Email Addresses and Business Collateral
The migration isn’t limited to your website; your communication channels are equally important. Transitioning from name@company.co.nz to name@company.nz provides a cleaner professional look. However, you cannot simply flip a switch and turn off the old addresses. You must set up email forwarding or aliases so that any mail sent to the old .co.nz address still reaches the intended recipient on the .nz domain.
Updating your SPF, DKIM, and DMARC records is crucial during this phase. These technical settings ensure that your emails from the new domain are not flagged as spam. Once the technical side is secure, it is time to audit your physical and digital collateral. This includes business cards, email signatures, letterheads, vehicle wraps, and social media profiles. In the New Zealand market, where personal relationships drive business, ensuring your contact details are consistent across all touchpoints is vital for maintaining professional integrity.
Communicating the Change to NZ Customers
Transparency is the best policy when changing your digital identity. Your customers should be informed of the change before it happens. Use your email marketing list to send out a ‘We are moving’ announcement, explaining that the shift to .nz is part of your commitment to a modern, localized experience. This not only prevents confusion but also serves as a marketing opportunity to re-engage with your audience.
Consider placing a temporary banner on your new website for the first 30 to 60 days, welcoming visitors and confirming they are in the right place. This reduces bounce rates from users who might be surprised by the new URL in their browser bar. In the New Zealand context, emphasizing that you are still the same local team, just with a shorter name, helps retain brand loyalty. Social media platforms like LinkedIn and Facebook are also excellent venues for announcing the change, allowing you to answer questions and address any concerns in real-time.
The Role of Domain Brokerage and Escrow
In some cases, the .nz version of your domain may already be owned by another party. This is where Local NZ Brokerage vs Global Giants and professional domain brokerage services become invaluable. An experienced broker can act as an anonymous intermediary to negotiate Private NZ Domain Sales on your behalf, ensuring you don’t pay an ‘inflated’ price just because you are the existing .co.nz owner. They understand the nuances of the New Zealand domain market and can provide an accurate valuation of the asset.
Once a price is agreed upon, using a localized escrow service is essential for a secure transaction. Escrow ensures that the funds are held safely until the domain transfer is confirmed by the registrar. For New Zealand businesses, using a service that understands local regulations and operates in NZD can simplify the process and provide peace of mind. Securing your .nz domain is an investment in your brand’s future, preventing competitors from encroaching on your digital territory and solidifying your place in the local market.
People Also Ask
Is .nz better than .co.nz?
Neither is inherently ‘better’ for SEO, but .nz is shorter, more modern, and increasingly preferred for branding. It offers a cleaner look on marketing materials and is easier for users to type on mobile devices.
Do I need to keep my .co.nz domain after migrating?
Yes, you should keep the .co.nz domain registered indefinitely. This allows you to maintain the 301 redirects, ensuring that old links and bookmarks still work and preventing competitors from buying your old domain.
How long does a 301 redirect take to work?
Browsers recognize 301 redirects instantly. However, it can take search engines like Google anywhere from a few days to several weeks to fully crawl the redirects and update their index with the new .nz URLs.
Will I lose my Google rankings if I switch to .nz?
If implemented correctly with 301 redirects and the Google Search Console ‘Change of Address’ tool, any ranking fluctuations should be minor and temporary. Long-term SEO authority is generally preserved.
Can I have both .co.nz and .nz pointing to the same site?
Yes, but you must choose one as the ‘canonical’ (primary) domain. The other should 301 redirect to the primary one to avoid duplicate content issues that could penalize your SEO.
Who owns the rights to the .nz version of my domain?
New Zealand previously had a ‘Preferential Registration’ period. Currently, if a .nz domain is available, anyone can register it. If someone else owns it, you may need to use a domain broker to negotiate a purchase.
