Should You Choose a New Domain Extension? An Expert‘s In-Depth Guide

Choosing the right domain extension is a big decision.

With so many new options beyond .com, you want to make sure you pick the best TLD for your website and business goals.

In this comprehensive guide, you‘ll get insider tips and stats to help inform your decision.

After 15 years as a webmaster and domain expert, I‘ve seen both the pros and cons of new domain extensions. Here‘s my advice on things to consider when evaluating your options.

Let‘s dive in!

Why Your Domain Extension Matters

Your domain name – including the extension – is your website‘s identity and address. It‘s how customers find and remember you.

The extension indicates what kind of website you have. It‘s important for:

• Branding – Reinforces your business identity and industry
• Messaging – Communicates what you do
• Trust – Establishes credibility and professionalism
• Memorability – Makes you easy to find and recall

Choosing the right TLD for your goals is key to success online.

.com Still Rules the Internet

The .com extension remains dominant, representing 48% of all registered domains.

Why has .com maintained its popularity after all these years?

.com is universally recognized and trusted. For most people, .com signifies a legitimate website. When users see a .com, they know it‘s safe to browse and shop there.

According to Rebel.com, 93% of people associate .com domains with credibility.

.com domains are memorable. Decades of .com usage means the extension is ingrained in people‘s minds. Users instinctively type .com when entering site addresses.

.com offers flexibility. A .com domain can represent any type of business or industry. You‘re not limited by a niche-specific extension.

.com domains get better SEO. Studies show sites with .com extensions tend to rank better in search results.

So even with newer options, .com remains the first choice for branding, trust, and memorability.

The Growth of New Domain Extensions

When ICANN introduced hundreds of new generic top-level domains (gTLDs), many predicted the demise of .com.

But over 5 years later, new gTLD adoption remains slow. Most users still stick with what they know (.com, .net, .org).

However, there are signs that new domain extensions are gradually gaining traction:

• Over 33 million new gTLD domains have been registered. The top new gTLDs include .xyz, .top, .icu, and .app Source

• The number of .blog domains doubled in 2021, indicating growing popularity among bloggers Source

• Big brands like Canon, Amazon, and Google are acquiring domains with new extensions, especially industry-specific TLDs. This helps strengthen their identity across multiple domains.

So while .com continues to thrive, data shows new TLDs are starting to carve out niche roles in certain contexts.

Factors That Influence Domain Extension Choice

As the domain landscape evolves, many factors determine the best TLD for a site. Here are top considerations when evaluating your options:

Your Brand Identity

Think about your brand values, personality, industry, location, and business model. Then choose a domain extension that aligns with and reinforces that identity.

For example, a paid newsletter service exclusively for New Yorkers suits newyork.news better than newyork.com.

Memorability

Short, familiar extensions like .com and .co make domains easier to remember. Avoid niche acronyms unless they relate directly to your brand.

Prioritize expressions people already know over obscure new options.

Trust

Established extensions like .com and .org are seen as more credible. But industry-specific new gTLDs (.health, .law) also indicate authority.

Flexibility

Some new extensions pigeonhole your brand. For example, once you have a .pizza domain, you can‘t easily become known for selling books or clothes.

.com offers the most flexibility for changing business models over time.

Location

Extensions like .london, .nyc, and .paris help you stand out locally and build community pride. This works well for hyperlocal businesses.

Growth Potential

Will your domain extension choice limit your ability to expand offerings over time? More niche extensions have less room to evolve.

Technical Factors

Consider domain availability, pricing, hosting support, SEO, security, and global functionality based on your extension choice.

User Expectations

Despite growth of new TLDs, most people still assume sites will use .com. Match your domain to audience expectations.

By weighing these key factors, you can make the optimal domain extension decision for your website and goals.

Pros and Cons of New Domain Extensions

Let‘s compare the potential benefits and drawbacks of new gTLD options versus traditional .com domains:

Benefits of new gTLDs

• Increased availability – More short, generic domains are open
• Enhanced branding – TLDs align with your specialty
• Improved meaning – Immediately describes what you do
• Localization – Helps you stand out in your region
• Novelty – Opportunity to do something new

Drawbacks of new gTLDs

• Less trust – Users perceive less credibility beyond .com
• Lower memorability – Lengthy, unfamiliar extensions
• Limited flexibility – Pigeonholes you into a niche
• Spotty technical support – Hosting and browser inconsistencies
• Higher cost – New domains often cost more than .com

Benefits of .com domains

• Universal trust – Widely recognized as credible
• High memorability – Familiarity with .com
• Flexibility – Fits any brand or industry
• Technical reliability – Broadest hosting support
• Stability – Tried and true over decades
• Investment value – .com domains retain value better

Drawbacks of .com domains

• Limited availability – Hard to find generic .com domains
• Lacks specialty – Doesn‘t describe your niche
• Location ambiguity – Doesn‘t indicate where you are based

This comparison shows why most businesses still choose .com – it simply offers the widest benefits with fewest drawbacks for general websites and brands.

But for some specific use cases, alternate TLDs provide advantages that may outweigh the benefits of .com.

When to Consider Using New Domain Extensions

While I recommend .com for most websites, here are some instances where new gTLDs make sense:

Blogs – The .blog extension naturally suits blogs and content sites. Readers instantly know the site will have regularly updated articles and info.

Local Businesses – TLDs like .berlin, .nyc, and .london allow you to stand out locally and connect with residents.

Specialized Industries – Extensions like .health, .finance, and .pizza communicate niche focus, expertise, and services.

Supplementary Domains – Big brands often acquire new TLDs (like Canon.photo) to expand their digital footprint.

Alternate Domain – If the .com you want is taken, new extensions provide other options to get a similar name.

Language-Specific – ccTLDs like .io, .ch and .se help you get a specific word unavailable with .com.

Just for Fun – Some tech brands use new TLDs jokingly, like elgooG.fail and meta.sucks.

So while I suggest sticking with .com for most sites, there are definitely contexts where a niche extension makes more sense.

Most Popular New Domain Name Extensions

Thinking of venturing beyond .com? Here are the top new gTLDs in use today:

• .blog – For bloggers and content publishers
• .store – For online shops and ecommerce sites
• .app – For web/mobile apps and developers
• .site – For generic websites and online portals
• .tech – For technology products, services, and blogs
• .online – For internet-first businesses and platforms
• .fun – For entertainment sites, games, humor, hobbies
• .city – For local sites wanting to geo-target a city
• .global – For international organizations and initiatives

This list gives you an idea of the diversity of new domain extensions available today. Browse the full list at ICANN to find one that fits your brand.

Expert Tips for Picking the Best Domain Extension

Follow this advice when selecting your website‘s ideal top-level domain:

Prioritize short, memorable domains – Extensions like .com and .co work best. Avoid niche acronyms.

Match your brand identity – Choose a TLD that communicates what you do.

Consider long-term business goals – Pick a domain that allows room for growth and evolution.

Compare availability and pricing – Factor in domain registration/renewal costs.

Check technical considerations – Ensure your host and platform fully support your chosen TLD.

Test options with your audience – Ask people to evaluate different domain styles.

Redirect alternate domains – If you own yourname.com and yourname.blog, redirect .blog traffic to .com.

Monitor trends – Study domain usage data to make informed extension choices.

Remember – the words before the dot matter most. But choosing the right extension can provide added brand benefits.

Should You Choose a New gTLD? My Verdict.

After considering all factors, most websites are still best served with a .com domain. The familiarity and positive associations provide tremendous residual value.

However, new extensions do offer benefits for certain use cases:

• Blogs → .blog
• Local sites → [City].city
• Tech brands → .tech
• Shops → .store

So while I suggest .com for the majority of sites, there are definitely contexts where a niche gTLD better communicates your brand and goals.

Hopefully this guide provided clarity on new domain extension options and key factors to consider when making your choice. Let me know if you have any other domain questions!