How to decide on the top-level area to make use of

Buying a domain name is exciting. This means that you are taking the first steps to establish yourself and build a professional website. But it can also be overwhelming.

In addition to finding an available domain name, you also need to choose from dozens of top-level domains (TLDs), such as:

• .com
• .co
• .org
• .io
• .co.uk
• .Network.
• .gov

The list goes on!

Choosing the right TLD is just as important as choosing the rest of the domain name. You want the best option for your business type, to build trust with your target audience, and one that is memorable.

This guide will tell you which types of TLDs you can and cannot buy and how to know which type is best for your business.

What is a top-level domain?

A top-level domain (or TLD) is the last segment of a domain name.

For example, the TLD for NeilPatel.com is ".com".

However, .com is just one of the many options available.

The different types of top-level domains

The Internet Assigned Numbers Authority (IANA) officially recognizes three types of TLDs.

1. gTLD: Generic top-level domains

The gTLD contains the most common top-level domains and anyone can register most of these domain extensions.

Some of the generic top-level domains in this category include:

• .com
• .co
• .org
• .Network
• .xyz
• .Sector
• .the information

In 2011 ICANN extended gTLDs to companies and organizations. It helps brands register their name as a domain extension.

Some examples from practice are:

Some companies use extended gTLDs as redirects. For example, if you go to search.bing you will be redirected to bing.com. Others, like .cern, only use their extended gTLDs.

Companies can also register generic TLDs in their industry niche.

For example:

• .Property
• .Democrat
• .Republican

2. sTLD: Sponsored top-level domains

An sTLD are domains that are sponsored by a specific entity such as a company, government, or other group.

In this category you will find domain extensions for:

• .gov
• .edu
• .mil
• .int
• .coop
• .Museum
• .Workplaces
• .Post
• .Travel

3. ccTLD: Country Code Top Level Domains

The last type of top-level domain is ccTLD. These domain extensions are reserved for countries, sovereign states and territories.

These codes are two letters long and represent the abbreviated name of the country or area.

For example:

• .us – UNITED STATES
• .United Kingdom – United Kingdom
• .EU – European Union
• .ru – Russia
• .ca – Canada

However, CCTLDs do not only apply to countries. Companies use ccTLDs to geolocate users in different markets.

For example:

• hm.com – UNITED STATES
• hm.co.uk. – United Kingdom
• hm.co.za. – South Africa

How to choose the perfect top-level domain

Think of your domain name as your brand's search agent.

Some TLDs can hinder your branding due to spam associations, while others can improve your search result rankings.

Below are unpacked some of the most common TLDs so you can choose the perfect domain name for your business.

Some top-level domains are not available to everyone

Not all domain names are available to everyone. These are restricted top-level domains known as rTLDs.

In order to obtain an rTLD, you must meet certain criteria that are set out in the TLD registration.

For example:

• .gov and .mil are reserved for official government and military use and are controlled by the US government.
• .edu is an extension available only to eligible post-secondary constitutions in the United States, some boards of directors, and nonprofits where 75 percent of their members are eligible education groups.
• .name is reserved for individuals.

Branded rTLDs are only available if you can demonstrate that you are a brand owner. For example, you can't buy a .nescafe or .walmart domain name unless you own the company in question.

rTLDs can also be geographic location names. You can't buy a .nyc domain name unless you have a valid New York address.

These controls prevent fraud and forgery, and give users a sense of security while using these websites.

How to buy an rTLD

If you meet the requirements for some of the most popular rTLDs, here are the steps you need to take to acquire them:

• .mil: Visit the official website of the Department of Defense. You will need to fill out the official website registration form, submit additional information such as who to contact with the government, and select the correct government component.
• .gov: Go to the official DotGov registration page. You can check that the domain you want is available, review the requirements, and download the authorization letter template.
• .edu: Go to the Educause website. The site describes the eligibility of domain names, provides domain name pricing, and a tool for checking domain availability.

When is the .com domain ending used?

If you run a business, blog, or other professional website, a .com TLD is probably the way to go.

The .com stands for commercial. It's one of the best TLD domains to use as users find it credible, trustworthy, and more memorable than other obscure domain extensions.

A study by GrowthBadger found that .com is the most trusted TLD. In addition, users are 3.8 times more likely to assume that a domain will end in a .com than anything else. So if they try to access your website directly they will likely end with a .com by default.

There is a catch, however.

Anyone can register a .com domain extension. Since it's suitable for a range of business types from business coaches to online stores, it's not easy to find a .com that no one has found yet.

If your perfect domain name is not available, all hope is not lost. There are strategies you can employ before deciding to do a full rebranding. For example, you can try buying the domain from its current owner or using an appropriate variation on the company name.

You can try an alternative domain extension like .net (more on this below) or add a country code if it makes sense.

When is the .org domain extension used?

The .org stands for "organization" and is often used by non-profit organizations, social causes, groups and clubs.

Examples include:

• Charitynavigator.org
• Kidney Fund.org
• Doctors Without Borders.org

Using the .org extension can give your brand more credibility than other extension options.

Still, anyone can register an .org – there is no regulator. However, it's best to buy a different domain extension if your website doesn't fit into one of these three categories.

Why?

Users are already associating the domain with nonprofits and groups. It can be confusing when you're a SaaS company with an .org organization. Worse, if you don't run a nonprofit, consumers might feel like you are trying to scam them with an .org.

If you're running a nonprofit and want to use .org, keep in mind that 44 percent of people remember .com TLDs while only 32 percent remember .org extensions.

The lower memorability rating could result in people no longer being sent off to the wrong place. However, you can avoid this by purchasing the .com version in addition to the.org. It protects your brand because no one else can buy the .com and you can set up a redirect to your .org site.

When is the .net domain extension used?

The .net domain extension is another option for businesses, but it doesn't suit everyone.

The .net stands for network and the extension for:

• Internet provider
• Network services
• Online technology company
• Database provider

If your business is nothing to do with technology, this is usually not the best option. A great example of an exception to the rule is behance.net. The website is an online design community and has nothing to do with providing internet or database services.

However, it works for their brand because it is one network for designers and clients to find each other.

From an SEO perspective, if you are in the tech industry or work for another brand that .net suits, the .net is better than most of the other lesser-known extensions. It's been around long enough for people to remember and it's considered trustworthy and authoritative.

How to buy a .com, .org. or .net TLD

Ready to Buy a Domain Name? Fortunately, this is usually a straightforward process.

Two of my favorite domain registrars are Bluehost and Namecheap.

Both websites are simple and straightforward to use, although they serve different purposes. Bluehost offers hosting and other services, while Namecheap is for domain purchases only.

You can buy common TLDs like .com, .net and .org as well as alternative domain extensions like .io, .so, .new etc.

How does your top-level domain affect SEO?

In addition to branding, choosing a TLD will also affect your SEO. Here are the key points to consider when deciding on a TLD domain.

Public perception and spam

Unfortunately, some TLDs are associated with nefarious online behavior. If you use them, Google may assume your website is not safe and you will never make it to the top of the search results.

According to Spamhaus, these are the TLDs with the worst reputation for spam:

In addition to search engine rankings, using an alternative domain extension can affect your click-through rate (CTR). For example, if your audience is not familiar with the TLD, your website may not be considered secure and you will not receive any traffic.

In the same study by GrowthBadger, these were the least trustworthy TLDs, considering aspects other than spam:

Use of an industry-specific TLD

Depending on your industry, using an industry-specific TLD can improve your SEO.

For example, several start-ups use the .tech or .io TLDs. Other options are using .food for a food blog or .travel for a tour operator.

By using an industry-specific TLD, Google and users can find out what your website is about. This can help improve your ranking and click-through rate.

Examples of websites with industry TLDs:

• visitdurban.travel
• voodoo.io
• nothing.tech

Yes, we know we just said that .io has a low trustworthiness rating. This is because a lot of people just don't know what it refers to, which is understandable. This TLD is a game of I / O, which in computer science means input / output. It follows that tech companies (especially game companies) would use them.

Geotargeting

Is your company tied to a specific location?

Using geotargeting in your TLD may give you an SEO boost.

It signals to Google that your website is for a specific country or city and may make your pages visible to people searching from those locations.

You can also use TLD geolocation if you have a company that operates in multiple countries around the world.

For example, Amazon has:

• amazon.com (USA)
• amazon.de (United Kingdom)
• amazon.nl (Netherlands)
• amazon.de (Germany)
• amazon.fr (France)

Conclusion

A top-level domain is an essential part of the structure of your website. Before you buy, take a moment to look at the different TLD options and choose the best that represents your business online.

If you need to change your TLD or domain name later, you can. However, you need to redirect the old domain and each page to the new one. Restoring your traffic can take up to six months.

It's much easier to get your website started on the right foot than having to go through a website migration process that hinders your bottom line and SEO content marketing efforts.

Which top-level domain do you choose for your company?

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