Domain extensions and SEO: What you need to know

Domain extensions have been a core part of the web since its early days.

In SEO, debates have continued for decades about how a domain extension, such as a TLD (top-level domain) or ccTLD (country-code top-level domain), affects rankings.

The discussion often concerns whether search engines like Google, Baidu, or Microsoft Bing prefer specific domain extensions when ranking websites in different countries.

Some aspects are clearly outlined in official documentation, while others rely more heavily on anecdotal evidence and testing.

Do domain extensions directly impact rankings?

One of the most common SEO questions is whether a domain extension directly impacts your ability to rank in your target market. 

Google doesn’t prefer domain extensions like .com, .net, or .org over others.

All generic top-level domains (gTLDs) are treated equally, and your choice of TLD does not directly affect rankings.

While legacy TLDs are treated equally, newer ones like .xyz can be flagged more often – usually due to spam associations or low user trust.

Geo-targeting considerations

ccTLDs require different considerations. 

Google’s documentation highlights that ccTLDs such as .de (Germany), .fr (France), and .es (Spain) are strong indicators that the site is intended for users in those specific countries. 

These signals help users and search engines understand the site’s geographic focus.

That said, it’s not always black and white. 

For example, domains like .com.au (Australia) and .in (India) have appeared in global English-language search results. 

This happens when Google finds the helpful content across multiple regions, mainly when the same language is used.

While ccTLDs are a clear signal, you should not rely on them as your only method of geo-targeting. 

Google recommends other tools like hreflang to properly localize content and signal intent.

Do ccTLDs help with international SEO?

When expanding into new markets, businesses often ask whether to acquire multiple ccTLDs or use subfolders or subdomains on their existing domain. 

From an SEO perspective, either approach can work.

Using a ccTLD can signal clear geographic relevance. 

However, it often requires more setup, including registering new domains and building up equity for each one. 

With subfolders or subdomains, you benefit directly from the authority of your existing domain. 

The trade-off is that some content management systems and ecommerce platforms may not make internationalization through subfolders or subdomains easy.

Choosing the right path is not just an SEO decision. It involves collaboration between product, engineering, and branding teams. 

You also need to consider your internal resources. 

Maintaining multiple versions of the same site increases complexity, and the right choice often depends on technical capabilities and team capacity.

Dig deeper: How to choose an SEO-friendly domain name

New and branded TLDs (.shop, .tech, .agency)

Some newer and branded gTLDs can be treated slightly differently. 

While Google treats most of these domains as generic, some face challenges in practice. 

One of the most difficult TLDs to get indexed in testing has been .xyz, which spammers have heavily used due to cheap registration costs.

You should also consider how SEO tools handle these newer TLDs. 

For example, .agency domains were not always included in specific link analysis tools. 

As a result, sites using these domains appeared to have low authority until support was added.

There is also a user trust element. 

Click-through rate (CTR) can affect performance, and users unfamiliar with newer or novelty TLDs may be hesitant to click. 

Audience trust varies by market. 

• A B2B audience might react differently from a mainstream consumer audience. 
• Tech-savvy users may be more accepting of novelty domains, but others may not be.

These domains should be seen as branding decisions rather than SEO decisions. 

Choose a branded TLD because it fits your positioning, not because you expect ranking benefits.

Dig deeper: How to craft an international SEO approach that balances tech, translation and trust

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Will a .ai domain help with AI-related searches?

The .ai domain has grown rapidly in popularity alongside the AI tooling and software boom. 

While it may seem like a natural fit, .ai is the country-code top-level domain for Anguilla. 

It was first registered in 1995 and has only recently become popular with tech companies branding themselves around artificial intelligence.

From a user standpoint, .ai signals that a product is AI-related. 

This can be helpful for click-throughs and perception. 

However, no official evidence suggests that Google ranks .ai domains more favorably in AI-related queries.

It is also worth noting that Anguilla earns a significant portion of its revenue from .ai domain sales. 

Registration rules could change if the country decides to regulate them more closely. 

For now, it is a viable and effective choice for tech startups, but remember that this could shift in the future.

Can I use a ccTLD for a global audience?

This brings us to another common question: can a ccTLD be used for a global audience? 

The answer is yes, in some cases.

The .io domain is a popular example. 

It is the ccTLD for the British Indian Ocean Territory, but tech companies and startups have widely adopted it. 

Its appeal comes from the association with I/O (input/output), a typical computing term. 

Despite its technical classification as a ccTLD, .io domains often rank globally.

With broad adoption, other ccTLDs could follow a similar path over time. 

The key is user expectation and search engine behavior. 

Some ccTLDs, like .ai and .io, have developed strong reputations outside their original geographic intent.

Dig deeper: Study: 56% of Google’s top three positions are held by ccTLDs

The right domain extension can improve trust and SEO reach

Picking the right domain extension matters.

However, the decision should lean more on user experience, branding, and your broader technical strategy than chasing any supposed SEO boost. 

Google treats most TLDs the same, especially traditional ones, though newer or more specialized extensions can sometimes encounter issues like lower trust or indexing. 

ccTLDs are great for sending strong location signals, but they aren’t the only option for international SEO. 

Tools like subfolders, subdomains, and hreflang tags are just as crucial for reaching users in different regions. 

While domains like .ai or .io have gained global traction, those are standout cases, not the standard. 

The right domain choice reflects who you’re targeting, what your team can manage, and how you see the brand evolving. 

SEO plays a role, but it’s just one piece of a much bigger picture. Your domain should serve your users and the search engines, not just one or the other.

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