Internationalized Domain Names (IDNs): Reaching Global Audiences in Their Language

Not everyone navigates the web in English. Internationalized Domain Names (IDNs) allow domain registration in non-Latin scripts — Chinese, Arabic, Cyrillic, Hindi, and dozens more. For brands targeting global markets, IDNs represent both an opportunity and a complexity.

What Are IDNs?

IDNs are domain names that contain characters from non-ASCII scripts. While traditional domains are limited to Latin letters (a-z), numbers, and hyphens, IDNs support characters from virtually any writing system.

Examples:

• 中文.com (Chinese characters)
• مثال.com (Arabic script)
• пример.com (Cyrillic script)
• उदाहरण.com (Devanagari script)

How IDNs Work Technically

Browsers and DNS systems only understand ASCII. IDNs use a conversion system called Punycode to translate non-ASCII characters into an ASCII-compatible format.

For example, "münchen.de" (German for Munich) converts to "xn--mnchen-3ya.de" at the DNS level. The browser shows the human-readable version while the system processes the Punycode equivalent.

Why IDNs Matter

Massive Market Access

Over 60% of internet users are non-English speakers. Many prefer to type URLs in their native script. IDNs make your brand accessible to these users.

Local Trust and Credibility

A domain in the local language signals that a business understands and respects its market. For Chinese, Japanese, Korean, and Arabic-speaking audiences, an IDN can be more trustworthy than a Latin-character domain.

SEO in Local Languages

IDNs containing local-language keywords can improve visibility in local search results, particularly in markets where search engines prioritize native-script content.

Brand Protection

If your brand name can be written in other scripts, someone else might register the IDN version. Defensive IDN registration protects against this.

Challenges of IDNs

Homograph Attacks

Similar-looking characters from different scripts can be used for phishing. A Cyrillic "а" looks identical to a Latin "a" but registers as a different domain. Browsers mitigate this with Punycode display for mixed-script domains.

Limited Email Support

While improving, email support for IDN addresses is not universal. Many email servers and clients still struggle with non-ASCII email addresses.

Technical Complexity

Setting up IDN DNS records, SSL certificates, and web infrastructure requires careful attention to encoding issues.

Browser Display Inconsistencies

Different browsers handle IDN display differently. Some show Punycode for security reasons, undermining the branding benefit.

Social Media Limitations

Most social media platforms don't fully support IDN links. URLs may appear as Punycode when shared, reducing their visual appeal.

How to Register an IDN

Step 1: Choose Your Registrar

Major registrars like GoDaddy, Namecheap, and Gandi support IDN registration. Not all TLDs support IDNs — check the specific extension.

Step 2: Select Your Script and Extension

Decide which language script you need and which TLD supports it. Many ccTLDs support IDNs for their local script.

Step 3: Verify the Characters

Ensure your desired domain uses valid characters from a single script. Mixed-script domains (combining Latin and Cyrillic) are generally blocked for security reasons.

Step 4: Register and Configure

Register normally through your registrar. DNS configuration is the same as standard domains — the Punycode conversion happens automatically.

IDN Strategy for Global Brands

Defensive Registration

Register your brand name in scripts relevant to your markets, even if you don't plan to actively use them.

Market-Specific Sites

Use IDN domains for localized versions of your site targeting specific language markets.

Redirect Strategy

Point IDN domains to the appropriate language version of your main site.

Check Your Brand's Global Availability

Whether you're going international with IDNs or starting with standard domains, understanding your brand name's availability is the first step.

Use BrandScout to check your brand name across domains and social platforms. Get a clear picture of where your name is available before expanding into new markets.