How to choose: traditional vs. new domain endings

In the early days of the Internet, there were very few choices for domain endings: .com, .org, or maybe .net. But all that has changed. There are now hundreds of domain endings to choose from—from the practical (.florist), to the philosophical (.guru), and the just plain fun (.ninja). In the coming years, that number will continue to grow.

With all these new domain name endings available, there’s more opportunity than ever to create a meaningful and memorable domain name that tells the world more about you and what you do. Here, we’ll teach you everything you need to know about top level domains (TLDs) and how to select which one is right for you.

Reasons to try a new TLD


With more TLDs to choose from, brands now have more options to create a distinctive domain name that quickly communicates the purpose and value of their offering. In many cases, the domain name is the first thing people see or hear about a business, so it can create a powerful first impression. What’s more, domain names that are catchy and easy to remember can also add branding value.


Because new TLDs haven’t been around that long, domain names that are short and memorable are often still available. A new TLD can be both a way to get the domain name you want, as well as a way to shorten your domain name by using a relevant term after the dot. For example, could simply be

Brand Protection

Businesses that already have a traditional domain may decide to purchase a version of their domain name with a new TLD, and point their old domain to the new address. This can protect the alternate domain from being purchased by someone else, as well as give the business a new domain that is more creative, relevant, or cutting-edge. For example, a business that owns may buy


A new TLD may help you stand out by being unique, which can also help create a more memorable impression. However, a very long or clunky name may be harder to remember with a new ending. .


Many prominent businesses are adopting new TLDs, creating the perception that they are both popular and legitimate. New TLDs will eventually be as common as traditional domain endings, so getting one now is a chance to be on the leading edge of the trend, before they’re taken. On the flip side, there may still be a few people who are unfamiliar with new endings and who default to typing in “.com.”

But what about Search?

Using a new domain ending will not hurt your search presence. It’s worth noting that in the eyes of Google and other search engines, all TLDs are equal. A new TLD will not affect your search engine ranking, or put it lower in the list of websites that are appear based on a search.

Using a new domain ending will not hurt your search presence.

Which TLD should I choose?

The decision about your domain name is very specific to you and your goals. You can see a full list of all available TLDs at Google Domains. Here are some questions to consider before you choose your domain:

  • Is there a TLD that’s relevant to your field?
  • Will a new TLD help explain and exemplify what you do?
  • Will a new TLD enable you to have a shorter, more memorable web address?
  • Will your domain name as a whole be distinct and memorable?

Want more tips on how to choose a domain name? Check out our tips on what makes a good domain name.

Ready to explore unique domain endings? Search for a unique URL of your own at Google Domains.