Domain Extension Guide: How to Pick the Right One for You 

Key takeaways: 

• Domain extensions are important parts of a website’s identity for categorizing its purpose and influencing brand perception. 
• Understanding the many types of domain extensions is important to making the right choice for your site. 
• Choosing the right domain extension requires identifying purpose, target audience, and availability. 

Most users focus on a site name. But its domain extension (like .com or .org) also plays a big role in branding and identity. 

For example, a study by GrowthBadger found that .com is 33% more memorable than any other top-level domains (TLD). It’s also the most trusted, highlighting how your choice of TLDs can impact your overall branding and image. 

This guide will explain domain extensions, their types, their impact, and how to choose the right one for your website. 

What is a domain extension? 

A domain extension, or top-level domain (TLD), is the last part of a web address appearing after the final “dot” (e.g., “com” in www.networksolutions.com). They categorize websites and provide clues based on their purpose, origin, or industry. 

Three components make up a domain name: 

• Subdomains 
• Second-level domains 
• TLDs 

Here’s how each of them works: 

• Subdomain (optional). This is the part before the second dot, such as “www.”  Subdomains are for distinct sections of a website, like blog.yourwebsite.com or shop.yourwebsite.com. 
• Second-level domain (SLD). This is the unique, memorable part of your address—the actual “name” you choose for your website (e.g., “networksolutions” in networksolutions.com). It is typically your brand name or a keyword relevant to your business. 
• Top-level domain (TLD) / domain extension. TLDs are the final segment after the last dot, indicating the general category or purpose of the website. 

Note: Make sure to check our article on what is a domain extension (top-level domain) for more details, such as the types of domain extensions, how to register them and more. 

What are the most common domain extensions? 

While thousands of other domain extensions are available, a few stand out because of their traditional or emerging use cases. Here are some use cases for common domain extensions. 

.COM: The go-to generic domain extension 

The .com TLS is perhaps the most recognizable domain extension globally. Originally intended for “commercial” entities, it now applies to all websites like, businesses, eCommerce stores, personal blogs, and portfolios. 

• Use cases. General business, e-commerce, corporate websites, personal branding, startups, global reach. 
• Why is it popular? It has high user trust, is easier to recall, is more professional, and is more available (though finding the right .com names can be challenging). It’s often the default assumption when users type a web address. 

.ORG: A usual choice for nonprofits 

The .org domain extension stands for “organization,” and the Internet Corporation for Assigned Names and Numbers (ICANN) designed them for nonprofit organizations. However, commercial entities aren’t barred from registering a .org domain. But due to its historical use, users associate .org with: 

• Use cases. Nonprofits, charities, open-source projects, community groups, educational initiatives (outside of .edu), and professional associations. 
• Perception. High trust and credibility for non-commercial endeavors. Using .org for a purely commercial venture might confuse users or undermine trust. 

.NET: Common among network entities 

The .net domain extension stands for “network” and signifies a network or tech organization, such as internet service providers (ISPs) or network infrastructure companies. Today, companies often use .net instead of .com when the preferred .com domain is unavailable. 

• Use cases: Technology companies, network services, web hosting providers, and as a fallback for businesses unable to secure their ideal .com.
• Perception: Still carries a slight tech-oriented connotation but is generally seen as a professional and versatile alternative. 

.AI: One of the emerging new domain extensions 

The .ai domain extension is originally the ccTLD for Anguilla. However, due to the global rise of Artificial Intelligence, .ai has become popular as a new gTLD, particularly among: 

• Use cases. AI startups, machine learning companies, robotics firms, tech innovators, and any business wanting to signal its focus on artificial intelligence. 
• Perception. Suggests a cutting-edge, tech-forward image. It’s highly relevant for its adopted niche, but it’s still a ccTLD after all. 

Country-specific and new gTLDs 

Aside from the most popular domain extensions, several others serve specific purposes or audiences. Country code top-level domains (ccTLDs) like .ac (Ascension Island) or .ca (Canada) can be the ideal for businesses targeting a specific local audience. 

On the other hand, new generic top-level domains (gTLDs) offer more creative options like a .tech, .media, or even a .travel domain. 

Here are more examples of new gTLDs you can use for any initiative: 

• .buzz 
• .careers 
• .cheap 
• .dog 
• .domains 
• .email 
• .global 
• .green 
• .guru 
• .life 
• .moda 
• .ninja 
• .plus 
• .services 
• .wedding 
• .ws 

Regardless of whether you choose common or new TLDs, you need to make sure your TLD reflects your brand and relates to your target audience. 

How to choose the right domain extension? 

Picking the perfect domain extension can improve your brand, user perception, and future scalability. Here’ are factors to consider on your choice: 

• Purpose. Are you a commercial business, a non-profit, or a personal blog? Your main goal should guide your choice. 
• Target audience. Do you want a global audience or a certain locality? 
• Brand identity. Is the extension relevant to your brand’s image and industry? 
• Availability. Is your preferred domain name available with your chosen TLD? 
• Memorability. Will users remember your domain? 
• Trust. Does a TLD fit your brand image and provide authority and recognition within your niche? 

When should I choose certain domain extensions? 

• Opt for .com first (if available). Due to its universal recognition, .com is often the top choice for businesses aiming for global reach. 
• Consider relevant gTLDs. If .com isn’t available, or if you want to emphasize your niche, a relevant new gTLD can be an alternative. Choose ccTLDs for local focus. If your business is regional or country-specific, a ccTLD can significantly boost your local credibility and resonate with your target audience. Search engines understand that a .uk domain, for example, is highly relevant to users in the UK. 
• Non-profit / organizational use. For non-profits and community-focused projects, .org remains the most relevant choice. 

Is it worth buying multiple extensions? 

Yes, it’s often considered good practice, for several strategic reasons: 

• Brand protection. You can register multiple extensions to prevent competitors from acquiring similar domains and potentially confusing your audience. 
• Typo protection. You can register common misspellings of your domain name with various extensions and redirect them to your main site. 
• Market coverage. If you have global ambitions but start with a ccTLD, you might register the .com for future expansion. Conversely, if you have a .com but want to target a specific country, registering the relevant ccTLD can be beneficial. 
• Redirection. You can set up all alternative domains to redirect to your primary website, ensuring all traffic lands in the right place.

What domain name extensions should I avoid? 

While most TLDs are legitimate, some have been linked with spam, low-quality content, or malicious activity. It’s advisable to be cautious or avoid the following: 

• Extensions with a high spam score. Spammers leverage lesser known and affordable gTLDs, leading to a poor reputation. Research the reputation of any unfamiliar TLD before committing. 
• Free subdomains. While technically not a domain extension, using a free subdomain offered by a free website builder lacks professionalism and credibility. 
• Misleading extensions. You shouldn’t choose an extension that misrepresents your business or purpose. For instance, avoid .org if you’re a commercial business. 

How much do domain extensions cost? 

Domain extension costs can vary due to several factors, including registration and ongoing renewals. Several elements determine how much you’ll pay for a domain extension: 

• TLD type and popularity 
• Whether or not it’s considered “premium” 
• Registration period 
• Domain registrar pricing and promotions 
• Add-on services 

Let’s delve into more detail for each one. 

TLD type and popularity 

• Standard gTLDs. These usually have moderate and predictable annual registration fees, ranging from $10 to $20 for initial registration. 
• Country code TLDs. Pricing for them varies widely; some are affordable, while others can be significantly more expensive due to stringent requirements or high demand. 
• New gTLDs. Some are competitively priced for adoption. Others, especially those targeting lucrative or highly descriptive niches, may have higher initial and renewal fees. 

Premium domains 

These are highly desirable domain names (short, memorable, keyword-rich) often sold on the secondary market at very high prices, ranging from hundreds to millions of dollars. This cost is separate from the standard extension fee. 

Registration period 

Registrars offer registration periods from one to 10 years. Longer terms might provide a slight annual discount but require a higher upfront payment. 

Domain registrar pricing and promotions 

Different registrars, including Network Solutions, set their own pricing and run promotions for new registrations. Always scrutinize the renewal price, which can be higher than the initial promotional rate, and compare costs across registrars. 

Add-on services 

The base domain cost covers just registration. Additional services can increase the total: 

• WHOIS privacy protection. This hides your personal contact information in the public WHOIS database, protecting against spam. It’s recommended and often costs extra, though some TLDs offer it by default. 
• SSL certificates. SSLs encrypt data (e.g., personal and credit info) between your site and visitors. Basic SSLs are often free with hosting, while premium options incur cost. 
• Email hosting. Professional email addresses ([email protected]) are typically an add-on service. 
• Website builders/hosting. These are often bundled with domain registration, impacting the total package price. 

When budgeting for your domain name, consider the initial registration fee and the recurring annual or multi-year renewal costs. A slightly pricier but highly relevant domain can offer greater long-term value in branding and user trust.  

Make sure to check our How Much Does a Domain Cost? Pricing Guide for more information. 

Can I register any domain extension? 

That depends on certain factors, and whether the TLD you want is available. Furthermore, domain extensions involve security, registration rules, and legal aspects. For example, many restricted domain extensions have strict registration criteria, such as sTLDs and some ccTLDs. 

Examples of sTLDs with restrictions: 

• .gov: Restricted to U.S. governmental entities. 
• .edu: Restricted to accredited U.S. post-secondary educational institutions. 
• .mil: Restricted to the U.S. military. 
• .aero: Requires membership in the air transport industry. 
• .jobs: Requires a focus on employment or HR. 

Examples of ccTLDs with restrictions: 

• .de (Germany) and .fr (France) require a local address 
• .cn (China), have strict documentation requirements 

Many other ccTLDs require a local presence, residency, or a registered business within the specific country. 

All these restrictions are in place to maintain the integrity and authenticity of the respective TLDs. 

What are the best practices when registering domains?  

When registering a domain extension, it’s also important to choose your domain registrar properly. A good registrar adheres to best practices that impact your domain’s security and management: 

• Security features. Look for registrars offering strong security, such as Domain Name System Security Extensions (DNSSEC), two-factor authentication (2FA), and domain locking. 
• Transparent pricing. Ensure clear pricing for registration, renewals, and any additional services. 
• Customer support. Having access to a reliable support system is important to address issues promptly. 
• WHOIS privacy. When registering a domain, your contact information is usually publicized in the WHOIS database, opening you to spam and unwanted solicitations. Many registrars offer WHOIS privacy protection, which hides your personal information. 

Do domain extensions affect SEO? 

From a direct ranking perspective, no domain extension is “best” for search engine optimization (SEO). Google and other search engines generally treat all TLDs equally in their ranking algorithms, quality-wise. 

Nevertheless, your choice of domain extension can indirectly affect SEO through user behavior, specifically for: 

• Trust and credibility. Users tend to trust familiar extensions like .com, .org, or country-specific ones like .uk. A perceived trustworthy domain can lead to higher click-through rates (CTR) from search results. 
• Click-through rate (CTR). If users are more likely to click on a .com or a relevant new gTLD, search engines interpret your site as relevant and appealing, which can indirectly improve rankings. 
• Branding and memorability. A memorable and relevant domain extension makes it easier for users to recall and type your URL, potentially leading to more direct traffic. 

Focusing on high-quality content, a user-friendly website, and technical SEO is far more important for rankings than the specific domain extension. 

Are ccTLDs better for local SEO? 

Country code domain extensions are generally better for local SEO if you’re focusing on a certain region or area. Here are more reasons: 

• Strong geographic signal. Google and other search engines recognize ccTLDs as a strong indicator of geographic targeting. A .uk domain, for example, tells Google that your site is more relevant to users in the United Kingdom. 
• Local trust. Users in a specific country often trust websites more that use their national ccTLD, resulting to higher engagement rates and better conversions. 
• Server location vs. ccTLD. While server location can also provide a geographic signal, a ccTLD offers a much stronger and clearer indication of local relevance, especially for global search engines. 

What are the latest trends in domain extensions? 

The domain landscape is evolving, with new TLDs emerging and existing ones fluctuating in popularity. While .com remains a strong contender, new gTLDs offer exciting opportunities. 

Some trending gTLDs include: 

• .io: Tech and startup communities (e.g., software, SaaS, and gaming companies) leverage the TLD for brand cohesion. 
• .co: Startups and businesses use it as an alternative to .com. 
• .tech: For technology startups. 
• .app: For mobile app developers. 
• .store /.shop: For e-commerce startups. 
• .xyz: A versatile and often affordable option for a wide range of new ventures, though its association with general-purpose use can be both a strength and a weakness depending on branding. 

Find your ideal domain extension with Network Solutions 

Choosing the right domain extension is important for your online presence, influencing your brand and searchability. As discussed, no single extension is universally “bad,” but context matters greatly. The ideal choice depends on your business’s nature, target audience, and branding goals. 

Ready to find the domain extension that truly represents your brand? Use Network Solutions’ domain name search tool today to find and register your ideal domain name. We also offer services like reliable web hosting and intuitive web builders for a secure and thriving online presence. 

Frequently asked questions