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Why Domain Extensions Matter
Your domain extension (TLD - Top Level Domain) is more than just the ending of your web address. It signals trust, industry relevance, and brand positioning to both users and search engines. The right TLD can enhance credibility, while the wrong one might undermine an otherwise strong brand.
With over 1,500 TLDs now available, choosing the right extension has become both an opportunity and a challenge. This guide will help you navigate the options and make an informed decision.
Studies show that users are 33% more likely to click on .com domains in search results. However, this gap is closing for industry-specific TLDs like .io (tech) and .ai (artificial intelligence).
Top 10 Premium TLDs Ranked
The undisputed king of domain extensions. 50%+ of all websites use .com, making it the most recognized and trusted TLD globally.
Pros
- Highest trust and recognition
- Best for SEO and branding
- Strongest resale value
Cons
- Most premium names taken
- High prices for quality domains
The go-to extension for tech startups and SaaS companies. Originally British Indian Ocean Territory, now synonymous with technology.
Pros
- Strong tech industry recognition
- Better availability than .com
- Modern, innovative feel
Cons
- Higher annual renewal (~$50)
- Less universal recognition
Exploding in popularity with the AI revolution. Originally Anguilla's ccTLD, now the premium choice for AI and machine learning companies.
Pros
- Perfect for AI companies
- Strong appreciation potential
- Premium perception
Cons
- Expensive registration (~$80/yr)
- Limited to AI/tech perception
Popular alternative to .com. Originally Colombia's ccTLD, now marketed globally for companies and commerce.
Pros
- Short and memorable
- Good startup perception
- Used by Twitter (t.co)
Cons
- Confusion with .com
- Lower investment value
The original alternative to .com, intended for network infrastructure. Still widely recognized and trusted.
Pros
- Established credibility
- Affordable registration
- Good for tech/networks
Cons
- Perceived as second choice
- Lower than .com pricing
The standard for non-profits, organizations, and open-source projects. Conveys trust and community focus.
Pros
- High trust for organizations
- Affordable pricing
- Wikipedia uses it
Cons
- Not ideal for commercial
- Limited investment appeal
Complete TLD Comparison Table
| TLD | Trust | SEO | Investment | Best For | Reg. Price |
|---|---|---|---|---|---|
| .com | Any business | $10-15/yr | |||
| .io | Tech/SaaS | $40-60/yr | |||
| .ai | AI companies | $80-100/yr | |||
| .co | Startups | $25-35/yr | |||
| .net | Tech/Networks | $12-15/yr | |||
| .org | Non-profits | $10-12/yr | |||
| .dev | Developers | $12-20/yr | |||
| .app | Apps/Software | $15-20/yr | |||
| .tech | Tech companies | $45-55/yr | |||
| .xyz | Creative/Gen Z | $1-12/yr | |||
| .me | Personal brands | $15-25/yr | |||
| .gg | Gaming | $50-80/yr |
Best Extensions for Startups
Choosing the right TLD for your startup depends on your industry, budget, and long-term brand strategy. Here's our startup-specific guidance:
Tech Startup (SaaS, Apps)
Tech startups benefit from TLDs that signal innovation and technical competence. Your domain should feel modern and trustworthy.
Examples: Notion.so, Linear.app, Vercel.com, Figma.com
AI/ML Company
AI companies should strongly consider .ai domains, which have become the industry standard and command premium positioning.
Examples: Stability.ai, Character.ai, Runway.ai, Midjourney.com
E-commerce
E-commerce needs maximum trust. Stick with .com or consider industry-specific TLDs like .shop or .store.
Examples: Shopify.com, Allbirds.com, Glossier.com
Fintech
Financial services require maximum trust. .com is nearly mandatory, with .io as a distant second for B2B fintech.
Examples: Stripe.com, Plaid.com, Robinhood.com
If your ideal .com is taken, consider a brandable made-up word with .com (like Google, Spotify, Zillow) rather than settling for a weak .com or alternative TLD with a generic term.
Industry-Specific Recommendations
Healthcare & Medical
.com is essential for patient trust. Avoid experimental TLDs. Consider .health for specific health apps.
Education
.edu (US accredited institutions only), .org for educational organizations, .academy for training companies.
Gaming
.gg has become the standard for gaming communities (Discord uses it). .game and .games also work.
Creative/Agency
.design, .studio, .agency for creative firms. .co works well for modern agencies.
Real Estate
.com strongly preferred. .realestate and .property exist but have low adoption.
Country Code TLDs Worth Knowing
Some ccTLDs have transcended their geographic origins to become globally recognized:
- .io - British Indian Ocean Territory → Tech industry standard
- .ai - Anguilla → AI and machine learning
- .co - Colombia → Companies and startups
- .tv - Tuvalu → Video and streaming
- .me - Montenegro → Personal branding
- .gg - Guernsey → Gaming community
- .ly - Libya → URL shorteners (bit.ly)
- .fm - Micronesia → Podcasts and audio
- .to - Tonga → URL shorteners and links
Country code TLDs are subject to the laws and policies of their respective countries. In rare cases, domains can be seized or policies changed. This happened with .ly domains and Libyan regulations.
New gTLDs: Worth the Investment?
Since 2014, over 1,200 new gTLDs have launched. Here's our honest assessment:
Worth Considering
- .app - Google-backed, HTTPS required, good for apps
- .dev - Popular with developers, HTTPS required
- .shop - Growing e-commerce adoption
- .design - Strong creative industry use
Proceed with Caution
- .xyz - Very cheap but spam reputation issues
- .online - Generic, limited brand value
- .site - Low recognition, spam associations
- .click - Suspicious connotations
Investment Perspective
New gTLDs generally have lower resale value than legacy TLDs. They work better for branding specific use cases than for domain investment portfolios.
SEO Impact of Domain Extensions
Google has stated that TLDs don't directly impact rankings, but there are indirect effects:
Direct SEO Factors
- No ranking difference between .com, .io, .co, etc.
- Country-code TLDs may get preference in their respective countries
- Exact match domains have lost their SEO advantage
Indirect SEO Factors
- Click-through rate: .com gets higher CTR in search results
- Trust signals: Users more likely to link to .com domains
- Type-in traffic: Users often default to .com when guessing URLs
Content quality, backlinks, and user experience matter far more than your TLD. A great .io site will outrank a mediocre .com every time.
Investment Value by TLD
For domain investors, TLD choice significantly impacts resale potential:
Tier 1 - Highest Investment Value
- .com - Commands 10-100x premium over alternatives
- .ai - Currently the hottest investment TLD
Tier 2 - Solid Investment Value
- .io - Strong tech market demand
- .co - Established alternative market
Tier 3 - Moderate Investment Value
- .net, .org - Legacy TLDs with steady demand
- .dev, .app - Niche but growing markets
Tier 4 - Speculative
- Most new gTLDs - Very limited resale market
- Obscure ccTLDs - Country-specific demand only
Frequently Asked Questions
.com is always the gold standard. If unavailable, .io is the top alternative for tech startups, followed by .co and .ai for AI companies. Brandable domains with any reputable TLD can work well.
Yes, .io performs well for SEO. Google treats it like a generic TLD despite being the ccTLD for British Indian Ocean Territory. Many successful tech companies use .io domains.
.com has 50%+ market share, highest trust, best memorability, and 30+ years of brand recognition. Supply is limited while demand remains high, driving premium prices.
New gTLDs (.app, .dev, .shop) can be valuable for specific use cases but generally have lower resale value and recognition than .com. They work better for branding than investment.
Yes, if budget allows. At minimum, secure the .com version of your brand (even if not primary). Consider .net, .org, and common misspellings for brand protection.
.com is ideal for professionals. .me works well for personal sites. Developers often use .dev. Avoid generic new gTLDs that might seem unprofessional.
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