Analysis • 2026 Update

Are New TLDs Worth It?

With over 1,200 new domain extensions like .xyz, .app, .club, and .online, the question remains: should you use one for your primary brand?

📖 9 min read

The Stigma is Fading

In the early 2010s, new gTLDs were viewed with suspicion. Today, major tech companies and startups use them. Alphabet uses abc.xyz. Developers love .dev and .app. The stigma has largely evaporated for reputable extensions.

SEO Performance

Google has repeatedly confirmed: New TLDs have no inherent ranking disadvantage compared to .com. Keywords in the TLD (e.g., best.pizza for "best pizza") do NOT give a direct ranking boost, but they can improve relevance and click-through rates.

Why Choose a New GTLD?

• Availability: You can get a short, keyword-rich name that has been taken on .com for 20 years.
• Context: Extensions like .shop, .blog, or .tech immediately tell the user what to expect.
• Security: Some TLDs like .app and .dev (Google-owned) are on the HSTS preload list, requiring HTTPS by default.

Risks to Consider

• Recall: Consumers still default to typing ".com." If you tell someone "visit my coffee shop," they might type coffeeshop.com instead of coffee.shop.
• Spam: Some cheap TLDs (.xyz, .top) have been abused by spammers, occasionally leading to wider blocklists. Stick to reputable registrars/prices.

Verdict

If you can get the .com, get the .com. If not, a meaningful, short new gTLD is a perfectly viable—and often superior—alternative to a long, hyphenated .com.