Do Domain Name Extensions Factor Into SEO?

You’ve built a strong SEO foundation — high-quality content, clean internal linking, fast load speeds, and mobile optimization. But there’s one lingering question: You’re using a newer domain extension. Could that single choice be affecting your search performance?

Domain name extensions don’t directly impact SEO — but they’re not irrelevant either. Here’s what to consider when choosing the right one for your site.

What are domain name extensions?

Domain name extensions, also known as top-level domains (TLDs), are the letters that come after the final dot in a web address. They might be the familiar .com or newer, more descriptive extensions like .solutions. Either way, a TLD helps route your browser to the correct destination on the internet.

 

Think of a domain extension like an area code for the web. Two people might have the same seven-digit phone number, but different area codes make them distinct. Similarly, the TLD distinguishes one domain from another, even if the main part of the URL is identical.

Common extensions 

The most common domain extensions are legacy TLDs, also known as generic TLDs or gTLDs. They’ve been around since the early days of the web and have millions of registered web addresses.

 

Well-known extensions include:

 

• .com: The most popular, widely used TLD, commonly used for businesses and commercial sites.
• .org: A popular choice for nonprofits and other community organizations.
• .net: Often used by networks, web-based entities, and tech companies.
• .gov: The TLD for U.S. government organizations.
• .edu: The primary extension for accredited post-secondary educational institutions 
• .uk, .de, .us, .ca, etc.: Country code top-level domains (ccTLDs) that denote websites for a specific geographic location.

New domain extensions and their uses

In the early decade of the web, sites were limited to a small number of domain extensions. However, the Internet Corporation for Assigned Names and Numbers (ICANN) — the global organization that coordinates the assignment of IP addresses and web domains — launched two major expansion rounds to open up the domain space in 2000 and 2012. (ICANN, 2025)

 

These expansions introduced hundreds of new gTLDs, reshaping the digital naming landscape. As of 2025, 1,596 domain extensions are in use worldwide. (Domain Name Stat, 2025) Today, many newer extensions serve clear roles in branding and industry niches. Examples include:

 

• Industry-specific extensions like .tech, .finance, and .health
• Niche tech TLDs like .ai, .dev, and .io
• Geographic identifiers like .nyc, .london, and .tokyo
• Creative or brandable domains like .guru, .shop, and .solutions

 

New domain extensions can offer flexibility, creativity, and relevance, especially for startups, industry-specific brands, or location-based businesses. They can help reinforce your niche, make your domain more memorable, or open up availability when traditional TLDs are taken. However, not all users are familiar with these alternatives, and many still default to .com out of habit. 

Domain extensions and search engine rankings

Whatever the benefits of a specific TLD, many companies wonder if their choice of domain extension will factor into SEO. And here, the answers get a little murky. 

 

While search engines like Google treat all extensions equally by default, there are still a few important distinctions to keep in mind — some technical, some perceptual — that can influence how your site performs.

Do extensions affect SEO directly?

Google has long maintained that it treats new gTLDs the same as legacy TLDs. In other words, your choice of a newer extension like .tech, .solutions, or even .com won’t directly help or hurt your rankings in search results.

 

Using a keyword in your TLD, say, .marketing or .finance, also won’t provide any ranking boost. 

 

The only notable exception to this rule applies to ccTLDs, like .uk or .ca, which may influence search visibility by signaling geographic relevance. We’ll explore those (and some new caveats) in more detail below.

The indirect SEO impact of domain extensions

Just because domain name extensions have no direct SEO impact, they can still affect  search rankings. TLD choice can influence factors that affect SEO without being direct ranking signals.

 

Here are some of the biggest indirect signals to consider when choosing your TLD.

User trust

This is the most important factor when choosing your domain. Domain extensions contribute to how professional, relevant, or memorable your URL feels to users. Trusted, recognizable extensions like .com or .org are more recognizable — .com domains have a 44% memorability score, higher than any other domain — and familiarity can lead to greater trust and engagement. (Neil Patel, 2025) That said, a branded or industry-specific TLD (e.g., .law, .studio, or .ai) can reinforce your niche and elevate trust in specific cases.

Backlink acquisition

High-quality backlinks (links to your site from trusted pages) play an important role in SEO strategy. The more relevant backlinks your site has, the better it will typically perform in search results. Yet, websites with unfamiliar or unconventional extensions may encounter more skepticism when reaching out for backlinks, partnerships, or press coverage.

SEO best practices for domain extensions

Extensions may not directly influence search rankings, but they can affect how users perceive your site. And that perception can shape everything from click-through rates to backlinks. 

 

Here are some best practices to keep in mind:

 

• Use trusted extension — or one with clear relevance: Familiar TLDs like .com, .org, and .net are well-established, tend to inspire more trust, and are less likely to raise spam flags. However, many new extensions are also credible and can work well, especially when they clearly align with your brand’s industry or focus. Whichever route you go, research your TLD to ensure it doesn’t carry a poor reputation.
• Use your domain extension to support brand identity: An industry- or niche-specific TLD like .tech, .finance, or .studio can help reinforce your brand positioning and signal relevance to your target audience. The key is clarity. Your extension should add meaning, not confusion.
• Consider user perception and click-through likelihood: A memorable or meaningful TLD can improve your site’s appeal in search results and on social media. Higher CTRs and shares can help you boost SEO performance over time.

Importance of choosing the right extension for branding

Your domain extension isn’t only an SEO decision. It also plays a role in branding. For many businesses, a trusted option like .com still carries the most weight — which is why startups like Notion.so eventually upgraded to Notion.com once they gained traction. (Notion, 2024)

 

That said, niche extensions can work well when they’re clear, relevant, and easy to remember. A designer might use layout.studio for a portfolio, while a budgeting app could go with budget.finance to clarify its focus. And while .com is often the default choice, a long or clunky .com is less effective than a short, memorable domain that uses a descriptive TLD to clearly signal your brand’s purpose.

 

The key is to avoid confusion. A domain like buildyourcareer.careers can feel forced, clunky, and easy to mistype. Similarly, extensions that have been tied to spam may look unpolished even if your site is legitimate. When in doubt, choose something clear and familiar — it’s better for both branding and SEO.

Country-specific extensions and local SEO

Localized ccTLDs have traditionally signaled to search engines that a website targets users in a specific country. Because of this, using a ccTLD has long been a way to boost local SEO by clearly indicating geographic relevance.

 

However, this value is gradually diminishing. Many businesses now use ccTLDs creatively, whether for branding, wordplay, or broader reach beyond the country code’s geographic meaning. For example, companies might adopt a .ai domain (Anguilla) or .io (British Indian Ocean Territory) for tech startups worldwide, regardless of location.

 

While search engines still generally associate ccTLDs with specific countries, Google has become more adept at interpreting user intent based on signals like content, backlinks, language tags, and server location. Going forward, it’s best to focus any localization efforts on these markers rather than ccTLDs. (Search Engine Journal, 2024)

Domain extensions matter for SEO (just not in the way you think)

Domain name extensions may not factor into SEO directly, but they absolutely shape how users perceive and interact with your site. From trust and CTRs to branding and backlink potential, your TLD can either support or subtly hinder your SEO efforts. Choose one that aligns with your audience and goals, keeps your brand identity clear, and avoids red flags. 

 

After all, while search engines may not care about your extension, your users definitely do.

Key takeaways on domain extensions and SEO

• Domain extensions don’t directly affect SEO rankings, but they can influence user trust, click-through rates, and backlinks, all of which impact SEO indirectly.
• Familiar extensions tend to inspire more trust and are less likely to be flagged as spam compared to lesser-known or abused TLDs.
• Newer or niche extensions can support branding and relevance, but ensure they resonate with your audience and don’t feel gimmicky.
• Geographic ccTLDs can support local SEO, but their influence is fading as Google relies more on content and context than domain location.

 

Sources:

ICANN. History of the New gTLD Program

https://www.icann.org/resources/pages/newgtlds-history-2023-04-05-en 

 

Domain Name State. Domain name registrations.

https://domainnamestat.com/statistics/tldtype/all

 

Neil Patel. How to Choose Which Top Level Domain to Use. https://neilpatel.com/blog/top-level-domain/ 

 

Moz. Domain Types: Definition, Examples & How To Use Them

https://moz.com/learn/seo/domain 

 

Notion. Moving Beyond Country Extensions: Notion’s Upgrade to an Exact Brand Match Domain Notion.com.

https://smartbranding.com/moving-beyond-country-extensions-notions-upgrade-to-an-exact-brand-match-domain-notion-com/ 

 

Search Engine Journal. Google Hints Lowering SEO Value Of Country Code Top-Level Domains.

https://www.searchenginejournal.com/google-hints-lowering-seo-value-of-country-code-top-level-domains/523183/