Even if the acronym “TLD” is unfamiliar, you’ve seen top-level domains before. You know the big ones: .com, .org, .gov, and so on. You may even know some less famous ones, like .shop, .lol, .wtf, or .christmas.
When the internet first started behind the closed walls of government agencies and corporations, only a few TLDs were available. But as of 2024, there were more than 1,400 of them.
Studies show that the right TLD can make your business’s domain name more memorable and trustworthy.
So what are TLDs actually for, and what do they do? Learn everything you need to know to buy the best domain name for your business.
What is a TLD?
TLD stands for top-level domain and describes the final section of a URL. For example, the TLD of the root domain shopify.com is .com. Although .com is the most popular and trusted TLD, there are thousands more.
TLDs can help make a website address more memorable and indicate its affiliation with government, academia, a particular country, and more.
The standard TLD is.com. German companies might want to use .de, while Canadians may prefer .ca. The best TLDs enhance context, revealing the qualities of the content at a given URL.
How do TLDs work?
The Internet Corporation for Assigned Names and Numbers (ICANN) is an American nonprofit organization that coordinates and maintains the internet’s databases of namespaces and numerical IP addresses.
Different TLDs in the same URL text will yield completely different IP addresses and websites. Consider google.com and google.org—the same name with different TLDs presents two very different sites.
Main types of TLDs
Although there are thousands of TLDs, the most common ones fall into these categories:
Type of TLD | Examples | Best for |
---|---|---|
Generic TLDs | .com, .net, .info, and .org | Online businesses and blogs |
Generic restricted TLDs | .edu, .gov, .tech, .pro | Businesses that meet specific eligibility requirements |
Sponsored TLDs | .mil, .app, .aero | Businesses representing a specific community or organization type |
Country code TLDs | .co.uk, .us, .com.au | Businesses located in a particular country |
Internationalized country code TLDs | .日本 (Japan), .ישראל (Israel) | Businesses targeting countries that don’t use the Latin character set |
Test TLDs | .test | A placeholder TLD used for testing websites |
Generic top-level domains (gTLDs)
The four giants—.com, .net, .info, and .org—dominate this category. The most popular domain extension is .com, representing 44% of all top-level domains.
Other examples include:
- .shop for ecommerce businesses
- .design for graphic designers
- .blog for blogs
- .photos for stock photo sites
- .me for personal websites
- .directory for directories
Generic top-level domains represent the lion’s share of registered domain names because they are unspecialized and available to almost anyone. For example, Gymshark uses gymshark.com. It’s easy for customers to remember.
Says independent UX/UI designer Dave Smyth: “Apart from being easier to recognize and understand, a common TLD is less likely to be rejected by signup forms that restrict the TLDs they accept. It’s frustrating to not be able to sign up for something because a website doesn’t recognize your TLD as a valid email address.”
That said, gTLDs are so popular that the one you want might already be taken. In that case, look up who owns the domain and make an offer. Or, try a variation, like the jewelry brand Biko does with ilovebiko.com.
Generic restricted top-level domains (grTLD)
You’ll need proof of eligibility to register a generic restricted top-level domain with an ICANN-accredited domain registrar. Some of the top grTLDs include:
- .bank for banking institutions and financial services
- .edu for American postsecondary institutions
- .gov for government entities
- .museum for museums
- .pharmacy for pharmacies
Sponsored top-level domains (sTLD)
Communities and organizations sponsor, propose, and manage sTLDs. Examples include .mil, which is restricted to the US military, and .aero, which is sponsored by the air transportation industry and managed by the Société Internationale de Télécommunications Aéronautiques.
STLDs boost credibility, particularly if your audience knows the domain is sponsored. For example, Google sponsors .app. Brands like Cash App (cash.app) demonstrate legitimacy when they use this TLD.
Country-code top-level domains (ccTLD)
A ccTLD is a domain extension that designates a country or territory. For example, Japan’s is .jp, and Australia’s is .au.
Some businesses, like the shoe company Allbirds, have multiple ccTLDs. Depending on your location, the generic Allbirds.com will redirect to a localized storefront. Australian users go to Allbirds.com.au, while European visitors land at Allbirds.eu.
Internationalized country code top-level domains (IDN ccTLD)
This category of TLD is for languages that use non-Latin characters, such as Greek, Hebrew, and Chinese. Consider .日本 for Japan or .ישראל for Israel. These IDN ccTLDs make the internet more accessible for non-English speakers.
Test top-level domains (tTLD)
The acronym tTLD refers to a single top-level domain, .test. Perhaps unsurprisingly, developers use it to run gated website and app tests. It cannot be purchased.
Choosing the right TLD for your website
Factors to consider when selecting a TLD
TLDs help make the internet useful and accessible. It’s hard to go wrong with the standard .com, but before you do, consider these factors when choosing a TLD:
Website purpose
A TLD can be general, like .com, or proscriptive, indicating to visitors exactly why your website exists. For example:
- Bloggers can use .blog or .me
- Ecommerce businesses might use .shop or .store
- Interior designers could use .design or .services
Target audience
Research your target market to determine which TLD is likeliest to resonate with them, and observe your competitors’ TLD choices in case they’ve already researched it for you. If you’re targeting the developer community, for instance, .tech or .app might be the TLD for you, while a postsecondary institute looking for students might try .edu instead.
Industry relevance
A TLD can manage user expectations. If you see .gov, you know you’re entering a government website. Luxury fashion brand Staud uses .clothing, while solar panel company I’m Solar uses .solar.
Geographic location
A website’s TLD can tell you the business’s location or market. For example:
- Portugal is .pt
- Canada is .ca
- France is .fr
- German is .de
- The US is .us
What’s great about ccTLDs is that they’re familiar to local users. For example, internet users in the UK know that .co.uk and .uk indicate local sites.
Research demonstrates that people prefer and expect to use their native language and currency when shopping online. Country-specific TLDs help indicate that they can.
Brand identity
Some businesses use a TLD to solidify their brand, as Cash App does with the root domain cash.app.
Popular TLDs for different industries
Here are some examples of industry-aligned TLDs:
Industry | Popular TLDs |
---|---|
Ecommerce | .com, .shop, .store, .online, .co |
Technology and IT | .tech, .io, .ai, .dev, .app |
Creative and media | .design, .photo, .music, .studio, .art |
Health and wellness | .health, .clinic, .fitness, .med |
Travel | .travel, .hotel, .tour, .flights, .resort |
Food, drink, and hospitality | .cafe, .coffee, .bar, .wine, .beer |
Sports | .sports, .fitness, .game, .fit, .racing |
Blogs | .blog, .me, .info |
The impact of TLDs on SEO
How TLDs influence search engine rankings
TLDs help users identify website qualities such as purpose, products, or location. They also help search engines determine site rankings.
For instance, if you use the Canadian-targeted .ca TLD, Google will assume you’re targeting users in Canada. If that’s true, it’s a suitable TLD, but if you serve an international audience, those two letters could negatively impact your domain SEO and search rankings.
Best practices for TLD selection and SEO
To get the most from your TLD, follow these best practices for SEO:
Choose a relevant TLD
It’s fine to use .com, but if you want something different, be sure it makes sense.
A relevant TLD—.shop for a store or .events for an events service—provides context, helping search engine crawlers decide which terms your site should rank for.
Consider geographic targeting
Local SEO connects you with potential customers in a specific geographic area. Using a TLD associated with your city, state, or country of business tells Google and local potential customers that your business is nearby.
Prioritize popular TLDs
Generic TLDs are more recognizable than newer, trendy options. This familiarity can encourage people to click on your website, helping to increase website traffic and click-through rates.
Avoid uncommon TLDs
Uncommon TLDs aren’t just unfamiliar to most users—some, such as .xyz, are heavily associated with spam. Scammers use them because they’re cheaper and less regulated than other, more legitimate TLDs.
Use keywords in your domain name
Which terms best describe your products or services? If it makes sense, include them in your domain name to show search engines and prospective customers what you’re about. Pela, for example, uses pelacase.com to indicate that it sells phone cases.
Keep it short and memorable
Direct traffic comes from people who’ve entered your domain name into their browser. Make it short and sticky so they don’t get lost.
Assess brand consistency
Your domain name should match your business name as closely as possible. Most customers assume your website is brandname.com, but if this is unavailable, you may need to vary your domain name or TLD.
Dave Smyth has a smart tip for brands in this situation: “If you’re deciding between adding words before the company name (e.g., wearecompany.com) or after (companyhq.com), always choose the latter. That way, when users start typing the website address into their browser bar, it will autocomplete.”
You should also consider snagging domain alternatives to prevent competitors or scammers from using similarly named websites to trick visitors into thinking they’re yours. Simply redirect alternative domains to your main one, for example, sending myshop.co users to myshop.com.
Monitor performance and adjust as needed
It’s best practice to stick with your established domain name, but sometimes you might want or need to change. For instance, startups that took a unique TLD because they couldn’t afford the .com version when registering their domain might upgrade once they’ve earned enough.
Just remember: domain migration is no small feat. It requires time-consuming actions such as moving website content, redirecting the old domain to the new one, and creating a new XLM sitemap.
Read more
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- How To Choose the Best Domain Name in 2024 (7 Tips & Tools)
- Domain Price - How Much Does a Domain Really Cost?
- Domain History - How To Check the History of a Domain Name
What is TLD FAQ
How do TLDs impact SEO?
TLDs provide context for search engine crawlers, helping them determine which terms to rank your page for. For instance, a country code TLD, or ccTLD, may help you rank higher in local search results.
Can I change my TLD later?
You can change your TLD after registering a domain, but it’s not advised. You’ll need to migrate and redirect the old domain to your new one, which can negatively impact SEO rankings and confuse users.
What are the risks of using less common TLDs?
The biggest risk of using an uncommon TLD is that users might be less trusting of your site or have trouble remembering it, resulting in lower click-through rates and less website traffic.
How do I choose the best TLD for my business?
To choose the best TLD for your business, consider the following factors:
- Consider location.
- Appeal to your target audience.
- Research which TLDs your competitors use.
- Assess industry relevance.
- Evaluate the SEO benefits.
- Ensure it’s memorable.