The Low Down On Custom TLD’s

It’s been a few years now since the generic TLD’s were released to the public. We now have the ability to describe our business and brand better by adding almost any type of domain name extension to the end of our domain name.

Yet, there hasn’t been much uptake in these new TLD’s and we think it’s because people still assume that Google doesn’t put as much weight on those generics extensions as opposed to a .com one for example.

This is a legitimate concern for businesses, bloggers and everyone else who owns a piece of the world wide web. We’re happy to let you know that you WILL still be found online if you’re using a generic TLD like .coffee, .clothing or .ninja!

But don’t just take our word for it, this is the good news coming straight from the horse’s mouth. Google mention the following in a FAQ blog post back in 2015: “New domain endings are not treated any differently than traditional domain name endings like .com or .org. Domain names with new endings are shown in search just like any other domain name

So you don’t need to worry about your brand losing credibility or authority in the eyes of king Google.

Google proved the point they made with an interesting example. If you type “coffee club” into their search engine, you’ll get the following domain as one of the top results:

There are many examples of businesses that have effectively implemented a generic TLD to better communicate their brand to their audience.

A Couple of Examples

The generic TLD revolution is happening whether you like it or not. Since early 2014, we’ve had the option to switch over and buy crazy TLD’s like .xyz or .foozeball. As mentioned above, these new options give us the opportunity to create a meaningful and memorable online identity.

Google describes it as exactly that “find a meaningful and memorable name for your business as you tell the world who you are and what you do.”

Let’s explore that: if you come across a website that’s called, you instantly know it’s a business related to coffee. Another example could be – Hype on its own leaves you with no clue about the business whereas lets you know it’s a clothing business.

Google itself has bought into the generic TLD world. It invest $25 million to purchase the “dot-app” domain as well as launched an entirely new company called Alphabet on

We live in a unique time where the attention span of the average person is less than seven seconds. Anything you can do to communicate your message more effectively is something you should consider.

This is just one of the strategies that can help you establish your identity in the ever-changing digital landscape we find ourselves in.