The new generic top-level domain (gTLD) extensions has managed to attract the attention of many in the marketing world. With evident advancement in the digital arena in the past few years, every industry has been experiencing constant changes. Similarly, the marketing industry has evolved drastically over the years.
The widely popular domain extensions that businesses could choose from until recently were .net, .org and .com. Now, with the increasing demand for URLs in every small-scale business and the top-level trades, the domain name registry companies have also expanded their options in a big way.
With a variety of options for you to pick from, for example, .business, .apps, .company etc., the most important aspect is that the domain should focus on helping you stay competitive in search engine rankings and also influence your brand’s technical and digital growth. As of 2015, they are divided into six major categories – Infrastructure domains, Generic domains, Restricted domains, Sponsored domains, Country Code domains, and Test domains.
Having said that, will choosing these newer domain extensions help us rank better in Google.com? The answer is both YES and NO. The traditional domain extensions like .com, .org and .net still hold considerable leverage in the Google rankings, but customizing the domain extensions suiting our requirements the right way does not impede the rankings, greatly. The key is to understand our metrics and requirements that helps with the SEO goals of our businesses. Another vital aspect is the country code top level domain (ccTLD). Using the right ccTLD can increase your visibility and rankings in that country. For example, with the right SEO strategy, .in can significantly boost your Google rankings in India. Similarly, with other country codes.
Now, are there ways where we can know the analytics of a particular domain extension? Yes. There are SEO tools such as Spamhaus that can give you a reasonable knowledge of the domains that are largely considered as spam. Their approach is to watch the Internet through various domains and measure how many they see and compare it to how many are spammy in nature. Their data comes from their Domain Block List, which powers some of their other services. These tools can only give you a fair knowledge on the subject as their index is nowhere comparable to Google’s index.
So, to sum it up, the newfangled domain extensions have their set of pros and cons. The best way to pick a domain is to consult a SEO professional with your SEO goals and targets and go ahead with the domain extension after knowing the thorough know-hows.
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