A TLD (top-level domain) is simply another name for a domain extension. It is the string of characters that follow to dot at the very end of a site URL. For example, the TLD for 101domain.com is “.COM.” A gTLD, or generic top-level domain, is nothing but a TLD that can be used by anyone, anywhere in the world.

For a pretty long time, the old, standard gTLD’s (.COM, .NET, .ORG, .EDU, and .GOV) were considered sufficient for covering all the corners of the Internet. But of course, as the Internet – or at least its namespace – expanded, the domain space began to feel a bit more crowded with only these limited domain extension options.

Enter… New gTLDs!

Back in 2012, the Internet Corporation for Assigned Names and Numbers (or ICANN) – a Los Angeles-based non-profit group that oversees how the domain space of the Internet works – rolled out some new gTLDs to help businesses stand out creatively from other websites in their competitive space. Some of the earliest domain name extensions included .XYZ, .APP, .SHOP, .LOVE, .ART and .VIP. Since then, over a thousand cool new extensions have flooded onto the public domain scene and are up for grabs by individuals and businesses alike. Today, you can even get .WTF or .SUCKS if your heart desires! 

The question is, when it comes to selecting the right domain extension for your brand website, should you go with the eternally popular .COM or widen your net and consider a new gTLD that naturally aligns with your brand? While it is easy to skip over the small details and go with the first option that comes to mind (which is often .COM), it is worth choosing the right gTLD from the get-go because this decision is very hard to reverse.

How do new gTLDs compare to the classics like .COM?

There is a reason the core domain extension group (.COM, .NET, .ORG, etc.) has been the gold standard of gTLDs for years. It goes without saying that tried-and-true domain extensions like these have got the most authority online. Everybody is familiar with them. Everybody understands what is involved when accessing a .COM or a .ORG site.

But because they are so common, it can be really challenging for a business owner to find their desired web address that ends with a .COM available. If finding a domain that is even still available wasn’t hard enough, finding one that is relevant to your business can be even more of a needle in a haystack situation. Not to mention that people are probably growing bored of (or at the very least unexcited about) “.COM” now since it has been around for close to 35 years and is used by more than half of all websites currently on the Internet!

New gTLDs, on the other hand, are a fun, creative way for businesses to express their unique identity and stand out among the countless number of sites around today. What’s more? With new domain extensions like .COFFEE, .TECH, .TENNIS, .DESIGN, .PIZZA, .LUXURY, .TOYS .PHOTOGRAPHY, or the new .GAY domain it is possible for an online brand to hit the target market with a very high level of specificity that was never possible with standard gTLDs like .COM or .NET.

Which new gTLD is right for your business?

There are thousands of new gTLDs at your disposal, but of course, we will not be able to cover each one here. So, instead, let’s explore the most popular options and those that cater to a specific industry to help narrow down your choices.

• If you are a startup or a tech-related business, you can consider some creative extensions like .IO, .SOFTWARE, .TECHNOLOGY, .DIGITAL, .CODES, .CONSULTING and .BUILD.
• If you want something more community or sports-driven, you can go for .CLUB, .FOOTBALL or .SOCCER.
• gTLDs for different food establishments also exist, and your options include .BAR, .PUB and .CAFE.
• .FILM and .ART are both great gTLDs for someone in the film or art industry.
• Have a sense of humor? .LOL is perfect for you.
• .WOW and .ROCKS are clever domain name extensions ideal for every self-promoter.
• .TRAVEL makes a pretty good domain extension for professionals in the tours and travel industry.
• If you plan on setting up an in-depth informational website, look no further than .INFO (a gTLD you may already have seen).
• And for professionals across the board, .PRO makes the most sense.

Use a Country Code Domain Hack

If you want to be really creative with your domain name and extension choice, new gTLDs are not the only option you have. On top of them, you can use ccTLDs (country code top-level domains) to create a witty domain name. Even though ccTLDs are supposed to be representative of countries, you can use them to come up with concatenated versions of your brand name. That is skipping a little ahead, so if you are a new business/brand and you want to establish yourself online, then you may want to initially check out how to do a domain name registration, for example, and carry on from there.

Anyway, to give you an example with this current pathway, Apple’s dedicated domain for iTunes is itun.es, which uses the country code top-level domain for Spain (.es). The URL shortener service adf.ly uses the country code for Libya (.ly). The social network About.me uses the country code for Montenegro (.me). Twitch.tv uses the country code for Tuvalu, an island in the Pacific Ocean (.tv). Even the Search Giant Google is no stranger to this approach as it uses the country code for Greenland with its goo.gl domain name (.gl).

Don’t be afraid to consider domain extensions beyond .com

Getting started using New gTLDs is easy and can be cheap depending on the domain you want. Most registrars like 101domain let you search for domain names available using any TLD you want. Although you may not give the components of your site URL much thought – let alone the differences between different gTLDs (generic top-level domains) – the tail end of your domain name can significantly impact your website’s search engine ranking, your audience’s perceptions of your brand and a lot more. By sprinkling in some spice with a creative domain extension, you can add that extra flair to your website that will get you noticed and be remembered.