Say Goodbye to WWW

Google has recently taken two steps forward and one step back when it comes to domain security. On the one hand, Google has been pushing for increased adoption and normalisation of HTTPS. On the other hand, the company is now stripping “trivial” subdomains, presenting users with inaccurate information about the precise webpage they are visiting by hiding “www” and “m” — for mobile — subdomains from the URL bar.

Regarding Google’s HTTPS efforts, these have been largely laudable. To accomplish the normalisation of HTTPS, among other things, Google now factors whether a website has a HTTPS certificate in its search rankings, supports the Let’s Encrypt initiative to provide HTTPS certificates readily and free-of-charge, and is gradually shifting toward explicitly marking websites serving HTTP content as “not secure,” rather than marking websites that serve HTTPS as “secure”. Despite these advances in domain security, not all of the company’s efforts are furthering the user interest.

Unlike their HTTPS efforts, the decision to hide www and m subdomains is a clear setback in terms of user security. While the www and m subdomains are frequently extraneous, they are not always so, and the browser should not assume them to be. To illustrate, consider social media websites that follow the convention of allowing users to register their own subdomains. A malicious actor could register or to phish a user. This is especially problematic for web hosts that allow their users to register their own subdomains. While in most cases www subdomains will be reserved, the m subdomain may not be, allowing a malicious actor to masquerade as the domain owner as a result of this change.

Don’t get me wrong, I am no fan of the www subdomain. I am defending the presentation of www in the URL bar despite being an early supporter of the No-WWW movement, which I learned about in the process of teaching myself web development. As the now-defunct No-WWW website put it:

By default, all popular Web browsers assume the HTTP protocol. In doing so, the software prepends the ‘http://’ onto the requested URL and automatically connect to the HTTP server on port 80. Why then do many servers require their websites to communicate through the www subdomain? Mail servers do not require you to send emails to Likewise, web servers should allow access to their pages through the main domain unless a particular subdomain is required.

Succinctly, use of the www subdomain is redundant and time consuming to communicate. The internet, media, and society are all better off without it.

Back then, I found this argument to be convincing and still do today. I think in almost every case web developers should redirect traffic from the www subdomain to the actual domain itself. On the more extreme end, although I do not personally agree with this approach, I do not particularly take issue with developers who choose not to recognize the www subdomain altogether. In No-WWW’s parlance, these are Class C domains, and attempts to visit on such sites will simply be met with an error message.

Personally, I find this approach to be a bit too too much for my taste, as it is not particularly user-centric. In my own view, I think redirecting users, such as by using an .htaccess rewrite, is a much better approach. That said, there is not necessarily anything inherently wrong with avoiding the creation of extraneous subdomains despite their popularity.

Regardless of my own aversion toward the www subdomain, the decision of how to present one’s website should be strictly left to the web developer. Those who prefer to redirect users from to should feel free to do so and have the URL bar properly reflect the site’s URL. Furthermore, unless the DNS records of the domain and the www sub-domain are precisely the same, the browser is not justified in making assumptions about their content.

In making such assumptions, the browser adds an extra layer of confusion and insecurity by misleading users about precisely which web page they are currently visiting. With phishers using increasingly advanced techniques to scam unwitting users, hiding valuable information from the URL bar can prove dangerous. With this change, a subdomain like simply appears as or appears as, providing potential avenues for phishing unsuspecting users.

To prevent such situations from ever arising and to do right by their users, Google should not simply copy Apple, which follows a similar practice in their Safari browser. As we have seen with the removal of the headphone jack in high-end smartphones, blindly copying Apple is not necessarily always the best route. To remedy this, it is helpful to take a lesson from Google’s own approach to HTTPS. Here, Google strikes the ideal balance by both fully and accurately informing the user while also providing a nudge for developers to modify their practices. By following similar methods with the www and m subdomains, Google can likewise nudge developers down a desired path without presenting their users with misleading — and potentially dangerous — information.

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