All about top-level domains (TLDs)
Settling on a domain for your website can be an uphill struggle. Not only do you need to find a word or expression that is clear, succinct and memorable, but you also need to select which top-level domain (TLD) you want to use.
For most of the internet's existence, TLDs have been fairly straightforward, with the most common options being .com, .net and .org (along with some regional alternatives). Over the past few years, however, many new top-level domains have risen in popularity.
In this post, we'll look at the history of these new TLDs and how they differ from the usual choices. We'll also cover some potential benefits and drawbacks for a variety of websites and businesses, before showing you how to obtain one.
An introduction to top-level domains (TLDs)
When selecting a domain name for your website, you will likely concentrate on the second-level domain (SLD), which is the middle part that comes after the https:// and before the final period. This is where you'll likely include your company or brand name, along with any appropriate keywords, for instance https://mycompanywebsite.
The SLD is then followed by a top-level domain (TLD). It comes at the end of the domain name and is also referred to as a "domain extension".
The most popular TLD is, of course, .com (short for "commercial"), followed by .org ("organization") and .net ("network"). You may also have come across industry-specific alternatives, such as .edu ("education") and .gov ("government"). These are often referred to as "generic top-level domains" or gTLDs for short.
Along with these alternatives, several country code TLDs (ccTLDs) are available, which are usually reserved for a particular country or region. However, some of these have become popular worldwide too, such as .io. This extension was originally created for the British Indian Ocean Territory, yet it is now very popular in the tech community as an abbreviation for Input/Output.
In fact, multiple TLDs were developed with a specific kind of website or geographic area in mind but quickly expanded to be used across industries and territories. While numerous options were available, people still wanted more freedom in the TLDs they could use. This resulted in a long, drawn-out debate that ended not too long ago.
The new TLDs (and what makes them different)
While some new top-level domain names were added over the years, they did little for variety. However, this all changed in 2014, when the Internet Corporation for Assigned Names and Numbers (ICANN) introduced the New gTLD Program.
The purpose of the program was to increase the variety of generic top-level domain names by making it possible to submit applications for new additions. ICANN received nearly 2,000 applications before the deadline and was planning to include up to 1,300 of these as new TLDs.
If an application succeeded, that TLD was added to the internet, available for anybody to use. Some companies even bought branded extensions, such as .bmw and .barclays. Applications are still being processed at this time, with the latest accepted TLD being .charity on June 7, 2018.
The program also introduced non-Latin TLDs. Several of the earliest additions after the application deadline included 游戏 (Chinese for "game"), сайт (Russian for "site") and شبكة (Arabic for "network" or "web").
This wave of new TLDs has created a lot of debate online. Should you stick to a well-known option like .com, or opt for a newer one like .club or .blog?
To help you choose the right domain name for your site, let’s consider the advantages and disadvantages of these new TLDs.
Pros and cons of new TLDs
When the new TLDs arrived, one concern was whether they would affect a site's search engine optimization (SEO). Google made it clear that it would treat these domain names the same way as the others, so using a new TLD will neither boost nor hurt your SEO efforts.
Keep in mind that a study by Varn found that a majority of the people surveyed trusted .com and .co.uk more than new TLDs. However, the study also found that younger respondents were far more likely to trust new TLDs as much as (or more than) traditional ones.
The primary factor to consider, though, is probably price. Many new TLDs are dramatically cheaper than traditional extensions. For instance, a .club domain name can cost as little as $0.99 for the first year. This has made many new TLDs highly popular.
It's still too early to say precisely how new TLDs will transform the internet in the long term. However, the rising popularity of several new TLDs shows that habits are changing. So the question is: should you use a new TLD yourself?
When to consider a new TLD
There is no simple answer as to whether you should use a new TLD or rely on one of the usual options. Several factors need to be considered.
As previously mentioned, trust is an important factor, at least for now. If you want your target market to be assured of your credibility, you may want to avoid a TLD like .xyz. In a study by Survey Monkey, for example, 67 percent of marketers said they were less likely to rely on a quote from a website if it used the .insurance extension rather than a conventional TLD.
Your industry and target audience will play an essential role here. If your site depends less on an appearance of authority, like a magazine website or a portfolio, a new TLD is less likely to hurt you. In fact, a more unusual TLD can increase your domain's value by making it both memorable and descriptive.
It's also worth remembering that the lower trust in new TLDs might simply come from a lack of exposure. Internet users see .com and .net regularly, which makes them appear more authentic and reliable. As new TLDs become more popular, they will show up more, and people's misgivings will slowly fade.
This might happen faster than you expect. Major brands like Google have already begun using .xyz, for example. It might just be a matter of time before new TLDs become highly popular, especially as more visible brands begin to use them.
With all of this in mind, here are the main factors that should guide your choice:
- Purpose and objective: the kind of site you're running is possibly the most important consideration. Organizations that depend on being trusted (such as banks, universities and insurers) should most likely avoid new TLDs, at least for the time being. Websites related to entertainment, technology and online communities are much less likely to be affected.
- Target audience: as we pointed out, younger internet users are more likely to trust new TLDs. So, if your website is aimed primarily at a younger audience, you could benefit from using one.
- Brandability: with traditional TLDs, it can be hard to find an available name that matches your brand or company. New TLDs offer many more choices. They also allow you to create vanity URLs.
- Price: getting the best domain name can also be expensive. By including new TLDs in your search, you're more likely to find one that includes the name or keywords you want, without paying extra for a .com or .net domain.
Naturally, there are other things to keep in mind when selecting a domain name. As we mentioned, the situation of new TLDs is likely to change in the coming years, since the phenomenon is still recent. Nevertheless, the factors above will give you a better idea of whether a new TLD fits your site's requirements.
How to get a new TLD
If you've decided to break free from the limitations of traditional TLDs, you have many alternatives to choose from. The process of registering a domain with a new TLD is simple.
There are a number of ways to register a domain name. For instance, many web hosts provide a free domain name when you sign up for a hosting plan. However, one of the most common ways is through a domain registrar, a business authorized to sell domain names.
Nuagerie offers domain name services. Review the available extensions and their registration conditions. The company taking your order, the registrar and the registry operator have distinct roles; offering domain registration does not mean operating an extension’s registry.
With our domain search tool, you can buy conventional domains like .com and .net. We also provide a large list of other TLDs, like .io, .shop and .cloud, to name a few. Enter the domain name you want to see a series of available alternatives.
You can scroll through the results to see Hot, New and even Suggested options related to your search. Once you've found the one you want, click the Add to Cart button beside it.
When registering, provide accurate contact information and check the requirements of the selected extension. Data publication and privacy options depend on the extension, applicable rules and available service. Also check renewal pricing, the registration period and domain-management arrangements before confirming your order.
Once you've registered your domain name, you can use it for your site, whether it's hosted by Nuagerie or on another server.
Summary
While traditional extensions like .com and .net remain the most popular choices, that might not last. A growing number of sites are using new TLDs instead, each with its upsides and downsides.
For example, while some new TLDs are seen as less trustworthy, they can also be significantly more affordable and easier to obtain. They can also say more about a site's purpose and content, and let website owners be more creative with their branding.
For help with a Nuagerie service, see our Support page. For general questions, see our Contact page.