Stockholm switches from .se to .stockholm

Capital is first Swedish city to get its own domain name extension

Last month, Sweden's capital Stockholm switched its homepage from stockholm.se to start.stockholm. The city is the first in the country to completely go over to using its own geoTLD. The homepage move was part of a staged plan, under which the local authority's various websites were migrated to .stockholm one by one.

A geoTLD is your city or region's own domain GeoTLD application criteria unchanged

'301 redirects' the key to success

Beforehand, there were fears that the switch might impact negatively on the pages' SEO status and that people might struggle to find the information and services they were looking for. However, Stockholm has apparently successfully avoided problems by using '301-redirects' and the modern Episerver CMS.

Every service has its own domain name

Within the .stockholm domain, each of the local authority's services has its own address. That makes the change easier for users: instead of navigating via the homepage, most users can go straight to the page for the particular service they want to use. So early years care information is available at forskola.stockholm, for example. As a result, the gradual service page migration was reasonably straightforward in practice.

Smooth transition

The local authority now has twenty-eight sites under .stockholm and eighty domain names that redirect to those sites. All sites are managed using the same CMS. Stockholm received virtually no complaints from residents during the migration. The biggest job was drilling everyone who works for the city to use the right URLs in their communications.

What can a geoTLD do for your city or region?

  • City marketing: domain names based on your own TLD will give your city a special vibe.

  • Closer city-business ties: using your geoTLD will create a strong bond between the user and your region or city. As with adagency.amsterdam.

  • Better service profiling: when a local government service or a tourism business uses your geoTLD, everyone can see that it's linked to your city or region.

What about your city or region? Surely it deserves a geoTLD as well?

A new window for creating geoTLDs is expected to open in 2021. And SIDN has the know-how to guide you through the application process and run the domain on your behalf. Read more about geoTLDs.