Choosing a dot com or a dot co dot UK (or even a dot org) – things to consider when you’re choosing the domain extension for your online business.
- .com isn’t everything; Generic (gTLD) top level domains can help show relevance in a certain industry ie. for charities a .org is often superior to .com because of the tie-in with the tone and brand of onsite content.
- Country-code (ccTLDs) are superior for local CTR. I’ve previously run A/B experiments for a large business insurance provider (on Paid Search) testing CTR to a local ccTLD (co.uk) versus CTR to a generic .com for a highly commercial keyword and found that the ccTLD had an 18% greater CTR over a month of testing. Where the customer is searching for a product with a high-cost trust is key in influencing CTR.
- Go with a TLD that relates to your business, such as .agency for a digital marketing agency
- Can you tie in the domain extension with your business name? Farillio do this brilliantly with their domain: farill.io
- gTLDs can be used to create unique and memorable domain names.
- If your service is local consider a hyper-local domain extension – so a plumber in London with a .london address will generally gain an advantage in CTR over competitors, even those that rank in a higher position if they have a generic domain extension.
- Factor SEO into your decision making. Tell-tale spam TLDs such as .xyz could result in less trust for your website in search results
- Ultimately the domain extension isn’t going to affect SEO – but it will affect CTR, which directly correlates with traffic. Ensuring brand, location and your service offering all halo into the domain extension is a key first step to your business getting found online.