The part after the dot, the top-level domain or TLD, used to be an easy choice: .com for business, .org for organisations, .net for networks. Today there are hundreds of extensions, from country codes such as .de and .in to new words such as .shop, .app and .studio. Which one should you choose?
Key takeaways
- .com is still the safest default for a global brand.
- A country-code domain is often the best choice for a business that serves one country.
- .io, .ai and .co are accepted in technology but cost more to renew.
- Search engines do not rank one generic extension above another.
Why .com still leads
.com is the extension people assume when they hear a company name. If you own brand.net and someone else owns brand.com, some of your e-mails and visitors will go to them. That is why the same word is usually worth far more in .com, and why many companies upgrade to the .com once they can afford it.
Country-code domains (ccTLDs)
Country codes such as .co.uk, .de, .fr, .in and .com.bd tell local customers that you serve their country. In many countries they are as trusted as .com, or more. Search engines also use them as a signal for local results. Some have residency rules, so check before you register.
The tech favourites: .io, .ai and .co
These are technically country codes (.io for the British Indian Ocean Territory, .ai for Anguilla, .co for Colombia) but they are used around the world. .io is popular with developer tools, .ai with artificial-intelligence companies and .co as a short alternative to .com. Expect higher registration and renewal fees, and remember that people may still type .com by habit.
New generic TLDs
Extensions such as .shop, .app, .tech, .store and .agency can create a memorable, descriptive address: coffee.shop says what you do in one glance. Their downsides are lower recognition in some markets, occasional premium renewal prices and, for a few extensions, spam filters that treat them with suspicion.
Comparison at a glance
| Extension | Trust | Typical cost | Resale market |
|---|---|---|---|
| .com | Highest worldwide | Low to renew, high for good names | Deepest |
| Country codes | High at home | Low to medium | Strong locally |
| .io / .ai / .co | High in tech | Medium to high | Active |
| New gTLDs | Varies | Varies; watch premium renewals | Smaller |
Does the extension affect SEO?
Search engines treat generic extensions equally: a .shop domain is not ranked lower than a .com because of its extension. Country codes are a geographic signal. What does matter is how people react: an address they trust gets more clicks and more links. Read more in Domain names and SEO.
How to decide
- If the .com of your name is available or affordable, take it.
- If you serve one country, consider that country's code first.
- If you are a tech startup, .io or .ai can work, but plan to buy the .com later.
- Protect your brand by registering the main typos and extensions you care about.
Browse names by extension on our extensions page.
Frequently asked questions
Can I switch extensions later?
Yes. Move the site to the new domain and redirect every old address with permanent (301) redirects so visitors and search rankings follow.
Are cheap new extensions a good investment?
Some are, most are not. The resale market for most new extensions is thin, so buy them to use, not to resell, unless you know the niche well.
