The Secretariat of Prizes and Bets (SPA) of the Ministry of Finance published Normative Instruction 11/204, establishing the rules for operators to adopt the .bet.br domain.
Therefore, as of January 1st, all online betting companies operating in Brazil will be required to use domains with the .bet.br extension. The new regulation, created to facilitate the control and regulation of betting activities in the country, poses a technical and strategic challenge for companies that currently use the .bet or other domain - such as .com.
The goal is to increase user security and confidence when accessing betting sites and ensure compliance with national regulations.
This requirement represents a complex transition that requires planning and technical care to avoid negative impacts on traffic, visibility in search engines and user experience.
Check out inplayBet’s main tips for this mandatory migration to be carried out effectively and safely without losing the authority it has gained on the internet.
Step-by-step guide for transitioning to .bet.br
1. Register the New .bet.br Domain
The first step is to purchase and register the domain with the new .bet.br extension on Registro.br. This domain must be active and under the full control of the company before the transition date to ensure the website runs without interruption.
It is crucial for the company to prepare a coexistence phase of both domains (.bet and .bet.br) until the migration is complete.
2. Hosting and Server Configuration
Once the new domain is registered, it needs to be configured with the hosting server to point to the same content as the old domain. This ensures that users can access the site through both addresses, making the transition smooth and seamless.
3. Implement Permanent (301) Redirects
To prevent traffic drops and maintain the site's relevance on search engines (like Google), it is recommended to implement 301 redirects from all URLs of the old domain to those of the new .bet.br domain.
This type of redirect tells Google and other search engines that the change is permanent, enabling the transfer of SEO authority from the old domain to the new one. Companies using CMS platforms, like WordPress, can simplify this task using specific plugins.
4. Update Internal Links and Sitemaps
It's essential to update all internal links to point directly to the new .bet.br domain. Additionally, companies should create a new sitemap with the updated URLs and submit it to search engines. This ensures proper indexing of the new domain, accelerating the visibility of the new pages.
5. Set Up Webmaster Tools
In Google Search Console and Bing Webmaster Tools, companies can notify search engines about the domain change. This helps speed up the transition and ensures the site maintains its search rankings.
These platforms also allow monitoring the performance of the new domain to quickly address any issues.
6. Monitor Traffic and Inform Users
In the first few weeks after the migration, it is recommended to monitor traffic and user behavior to detect any redirect errors or drops in access.
Additionally, it is important to inform users about the domain change so they can update their bookmarks and avoid confusion.
Impacts and benefits of the .bet.br domain
The new requirement for the .bet.br domain is seen by the industry as a measure to promote a safer and more regulated betting environment in Brazil. By adopting this extension, companies demonstrate compliance with national regulations and increase consumer confidence in accessing their services.
Although the transition requires an investment of time and resources, the change offers long-term benefits, such as better identification with the Brazilian market and alignment with local requirements.
With the .bet.br domain requirement, betting companies have the opportunity to strengthen their presence in Brazil, complying with regulations designed to protect both users and the betting market itself.
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Source: inplayBet
