6 reasons for using an alternative domain ending – TLD

There are now hundreds of domain endings. Everything from your standard, .com or .org,to things like .guru or .florist. The number of domain endings will continue to grow, and there’s a very good reason for this. The internet was becoming a little bit crowded with just .com.

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But is using an alternative TLD going to impinge your SEO? Should you be sticking to the main TLDs, or is it really okay to try a different one?

Why you should try a different TLD

1. Google Doesn’t care

Let’s start by dispelling any worries you have about whether or not Google will punish or favour your website if you have a new TLD. Google Webmaster says ‘our systems treat new gTLDs like other gTLDs.’ What they mean by this is that they have updated their algorithms so that their search engine doesn’t favour any particular domain ending. Instead it treats them all equally. This gives every website an equal chance to rank as highly as any other. The real kicker is going to come down to your website content and links between websites.

2. Improving your website traffic

A definitive domain informs people of what to expect when they get your website and will encourage more people to click on that domain name’s listing in the search results. It should also improve your website bounce rate which will improve your SEO. The reason for that is if people know what to expect and your content is good they are more likely to be looking for what you are offering and so will stay on your website. For example, you have a .RECIPES domain, and your website is about recipes. The domain makes it very clear what to expect so you are unlikely to have people click on your domain thinking it’s something else. The rest though comes down to your content.

3. Availability

.com is the most used TLD out there and has been for many years. Because of this getting hold of a .com domain is now next to impossible unless you have an incredibly unique domain name. You can find domain names inspiration and check for availability using this Domain Name Generator.

Because new TLDs haven’t been around that long there are lots of available domains. The major benefit of this is you can get the domain you want. The second benefit is the TLD can be descriptive and help people intuitively understand what your website is about. This can, in fact, help you gain website visitors.

4. Brand

A domain name is the first thing people see when they find a brand online. So having a long, overly descriptive domain reduces that powerful first impression that your branded domain name should make.

With more TLDs to choose from brands now have more opportunity to select a TLD that helps describe and communicate what the brand is about. A band called ‘Panda Hat’ would sound a little like a Chinese restaurant if they simply had the domain PandaHat.com. So they would likely need to append that with ‘PandaHatMusic.com’, or ‘PandaHatOfficialBand.com’. These are much less brandable than the bands’ name. However, with new TLDs they can register the domain ‘PandaHat.music’. The new domain allows them to shorten their domain name whilst still quickly communicating the purpose behind the website.

5. Short and Memorable

People have short memories. Being forced to use a long clunky domain because the .com you wanted wasn’t available could damage your chances of being searched, talked about, or even remembered.

A new TLD can help you keep your domain name short as there are more available, plus the ending can help you stand out with a unique touch to your domain name. This adds to the idea of making your domain name brandable and accessible.

6. Protecting your Brand

For businesses that already have a .com domain, it may be worth buying the relevant new TLD domains and redirecting to your current website, or the other way around. This can protect your domain and your brand from being copied online. Which will help prevent brand confusion or even people stealing business from you with their similar domain.

Things to consider when choosing your TLD

• Is there one relevant to your industry?

For example .STORE for eCommerce, .MUSIC for music, .TECH for technology, .PRESS for media and news, .FUN for media and entertainment, and .SPACE for creative pursuits.

• Will your TLD help clarify to new potential website visitors what you do?

You don’t want to choose the wrong domain and mislead people as this could lead to people bouncing out of your website which will reduce your SEO.

• Will your domain name as a whole, using a new TLD be simple and memorable?

A major benefit to the new TLDs is allowing people to simplify their domains which can help make them perform well.

Source: DNH PR