A domain extension is the final part of a domain name (URL) that follows the last dot. For example, in example.com, the extension is .com.
This top level is also called a top-level domain or TLD. In the hierarchical DNS system, the root level contains TLDs such as .com, .org, .net or .it, and each TLD groups together the domain names registered under it. In other words, domain extensions categorise names according to their type (commercial, geographical, institutional, etc.) and help the DNS route internet requests to the correct server. Domain extensions are therefore a fundamental element in network addressing and the overall functioning of the Internet.
In simple terms, a domain extension is the string of letters (or characters) that appears after the last dot in a URL. In the domain nosiosito.it, for example, the extension is “.it”. In technical jargon, this corresponds to the top-level domain (TLD).
The full domain name consists of one or more levels: the TLD (such as .com or .net) is the highest level, followed by the actual domain (such as google in google.com) and any subdomains (such as blog.example.com). It is important to understand that the TLD is the least customisable part of the domain name: it mainly indicates the category or scope of the website. For example, .it is reserved for websites related to Italy, .edu for US educational institutions, .gov for US government institutions, while .com was created for “commercial” websites.
Today, these rules are often superseded by actual practice, but originally each TLD had a specific purpose. In our discussion, we highlight that TLD, domain name and top-level domain are key terms for understanding extensions.
We also add that the Internet domain refers to the entire address (e.g. example.com), where the extension is the TLD. Finally, we note that terms such as DNS (Domain Name System) and domain registration are closely related: to activate a web domain, we must register it with an authorised registrar, choosing both the name (e.g. yourname) and the extension (e.g. .com or .it).
The DNS (Domain Name System) is the system that translates domain names (text) into numerical IP addresses. Thanks to DNS, when we type ‘www.esempio.com’, our browser finds the corresponding IP address.
In this system, the top-level domain (TLD) plays a central role. Each TLD has a dedicated authoritative server that lists the domain names registered under it. For example, the TLD .com has servers that know all the names ending in .com. When a user requests a domain, the DNS first consults the root zone servers, which redirect to the correct TLD, then to the authoritative server specific to the domain itself. Essentially, the DNS is organised in layers: at the top is the invisible root represented by ‘.‘ (dot), immediately below are the various TLDs (such as .com, .net, .org), and finally the second-level domains (and subdomains).
This pyramid structure is illustrated in Figure 1. Our analysis highlights the importance of domain extensions in the DNS: assigning the correct TLD uniquely indicates which ’branch” of the DNS system to search for the desired domain. In other words, the extension guides DNS servers to the correct portion of the name tree, ensuring that web requests reach the correct site.
The global management of domain extensions is entrusted to ICANN (Internet Corporation for Assigned Names and Numbers), the organisation that oversees domain name policies and DNS management.
ICANN works through its technical division, IANA (Internet Assigned Numbers Authority), to define new TLDs and assign country codes (ccTLDs). Each domain extension is then under the responsibility of a specific registry, which maintains its database and registration rules.
For example, Verisign manages the .com and .net registries globally. When we want to register a domain, we turn to an accredited registrar (such as a registration service provider), selecting an available name and extension. Registration usually covers one year (renewable) and associates the chosen name with the chosen extension.
In this step, it is essential to choose the extension carefully based on the scope of the website: the registrar will show which TLDs are available for purchase. In addition, some extensions (especially ccTLDs) may have special rules: some require a local address or an entity registered in the country, while others are open to everyone. In general, therefore, the domain registration process depends on ICANN, which defines the global rules, the individual registries that control each TLD, and the registrars that sell domains to end customers. This chain ensures that every domain name with its extension is unique worldwide and valid in the DNS.
Let’s take a look at the different categories of domain extensions currently available. There are thousands of TLDs worldwide, but we can group them into a few large families. First, there are gTLDs (generic Top-Level Domains), which are generic, non-geolocated extensions, such as .com, .org, .net, .info, .biz, .edu, .gov.
These extensions are open to anyone (except those sponsored as .edu and .gov, which are reserved for US educational and government institutions, respectively). Alongside gTLDs are ccTLDs (country code Top-Level Domains), i.e. domains with a two-letter country code. Each country or territory has its own ccTLD: for example, .it for Italy, .de for Germany, .co.uk for the United Kingdom (two-level biset), .jp for Japan, .br for Brazil, .ru for Russia, and so on.
Geographical extensions link the domain to a country, often creating trust among local users. The third type are sTLDs (sponsored Top-Level Domains): these are extensions managed by specific entities with particular rules. The main examples are .mil (reserved for the United States military), .edu (reserved for recognised US universities) and .gov (for US government websites).
There are also sTLDs for cultural and professional categories, such as .museum (for museums), .cat (for content in the Catalan language) and .jobs (for job advertisements). Finally, there are the new generic extensions, recently introduced with the TLD expansion programmes: these are also referred to as new gTLDs or nTLDs. Since 2013, ICANN has launched hundreds of new extensions (mostly generic or themed) such as .app, .blog, .shop, .xyz, .tech, .online, .food, .hotel, etc.
These offerings expand branding opportunities on the web: businesses and professionals can register unique names with descriptive extensions, such as restaurant.food or travel.online. Overall, domain extensions are divided into: generic (gTLDs), geographic (ccTLDs), sponsored (sTLDs) and new generic (nTLDs). Each of these categories has different registration characteristics and uses, which we analyse in detail in the following sections.
gTLDs are the best-known generic extensions, initially designed for specific purposes but now available to everyone. This category includes, for example, .com (commercial), .org (organisation), .net (network), .info (information), .biz (business), .name (personal names), .pro (professional), and many others.
In the past, .com was intended for commercial activities, .org for non-profit organisations, and .net for technology networks. Today, however, anyone can register a domain in these extensions without restrictions (except for .gov and .edu, which are limited sponsored gTLDs). In recent years, ICANN has also opened up new registrations for customised gTLDs, allowing brands and communities to create extensions such as .google, .toyota or .nyc.
In addition, there are many “thematic” gTLDs that have emerged with the new programmes, such as .digital, .blog, .music, .photography and so on. In summary, we choose a gTLD when we want a generic, globally recognisable address: for example, many businesses and start-ups opt for .com because of its universality. However, with the increase in new extensions available, the term “gTLD” now includes both traditional generic extensions and new brand and niche extensions.
ccTLDs are national identifiers: every country or territory in the world has an extension with its two-letter ISO code. For example, .it (Italy), .uk (United Kingdom), .de (Germany), .fr (France), .cn (China), .jp (Japan), .br (Brazil), .ru (Russia) and so on. Some countries have two-level ccTLDs, such as .co.uk or .gov.uk for the United Kingdom.
These extensions are managed by the local domain authority (Nominet in the case of the United Kingdom, CIRA for Canada with .ca, etc.). ccTLDs are often used to clearly indicate a website’s target market: a .it domain tells Italian users and search engines that the website is Italian, improving localisation. Many consumers also find websites with a national extension more trustworthy.
It is important to know that registration rules vary: some ccTLDs (such as .it or .fr) are open to anyone, while others (such as .us or .kr) may have restrictions (e.g. requiring a local address). In addition, some extensions have become popular for alternative uses: for example, .io is technically the ccTLD for the British Indian Ocean Territory but is widely used by tech startups; the same is true for .co (Colombia), which is used as an abbreviation for “company”. In general, ccTLDs are great if your audience is geographically defined or if you want to target a specific national market.
sTLDs are TLDs that serve specific communities and are managed by sponsoring entities. Unlike gTLDs, sTLDs have strict policies and restrictions on who can register. The best known are .edu (reserved for accredited universities in the US) and .mil (reserved for the US military).
Some international sponsored extensions include .int (international organisations), .aero (aerospace industry), .museum (museums), .jobs (job listings), .cat (Catalan-language content) and .travel (travel industry). For example, only recognised US universities can obtain a .edu domain, and only recognised museums can have a .museum domain. The idea behind sTLDs is to ensure that the extension remains relevant and trustworthy for the community it represents.
When registering a domain with a sponsored TLD, you usually need to provide documentation that you belong to the specific organisation or category. For most businesses and individuals, sTLDs are not accessible, so these extensions represent very specialised niches.
With its top-level domain expansion programmes, ICANN has introduced hundreds of new gTLDs (also called nTLDs or new gTLDs). These new domain extensions are not linked to a country or a government sponsor; they are generic or branded TLDs. Some examples are: .app, .blog, .shop, .tech, .hotel, .news, .social and many more. Company or location extensions, such as .microsoft, .paris and .amazon, are also nTLDs.
Our view is that these options greatly expand creative choices: a business can choose a descriptive nTLD to strengthen its brand (e.g., restaurant.food, shop.shop or agency.travel). However, it should be noted that many users may not immediately recognise these extensions if they are very new, and not all of them are popular yet.
Furthermore, since each nTLD is managed by its creator, registration prices may be higher and the rules may differ. In any case, we include nTLDs because they represent a growing category of TLDs, allowing for highly customised web addresses.
Now that we have looked at the different types of TLDs, we need to ask ourselves: how do we choose the most suitable extension for our website or online business? The answer depends on several factors: the sector in which we operate, our target audience, our marketing and SEO objectives, and the brand image we want to convey.
First, consider the industry and target audience. If you run a local or national business (e.g., a shop in the UK), a ccTLD such as .co.uk might be the best choice: it immediately communicates your geographical location and inspires trust in local customers. If, on the other hand, the business is global or very generic in nature, we prefer gTLDs such as .com, now seen as the international standard. In addition, some extensions can reinforce the brand message: a travel agency could opt for .travel, a technology start-up for .io or .tech, while an association website would use .org.
We must not overlook the SEO objective. In general, Google does not favour one TLD over another in absolute terms; however, a ccTLD acts as a very strong geographical signal. A website with a .it extension will be automatically geotargeted to the UK in searches; with a .com, you need to manually set your geographical preferences in the webmaster tools. In summary, if you want visibility mainly in one country, the ccTLD has a slight local SEO advantage.
However, good visibility depends mainly on quality content and links to the domain, not on the extension itself. Keeping trust and branding in mind, we should choose an extension that is consistent with our market positioning. For example, a luxury brand might avoid overly “trendy” extensions (such as .ninja or .xyz) and prefer a clean .com. Conversely, a young and creative service could use an unusual TLD to stand out (think of marketing campaigns such as company.uno or web.agency).
Finally, always consider availability and costs: sometimes the ideal .com domain is not available, and it is worth looking at similar alternatives (.net, .co, .eu) or focusing on new extensions. In any case, we recommend balancing brand identity, target audience and SEO strategy: a memorable, short domain name with a recognised TLD will generally be the best choice.
Our analysis starts by considering the business sector. Some extensions are naturally suited to certain markets. For example, technology companies and start-ups often appreciate .io (historically the ccTLD of an oceanic territory, now associated with tech companies) or .tech.
Online shops can take advantage of .shop or .store to immediately indicate their commercial activity. In the non-profit world, .org is historically the benchmark. A legal advice website can rely on .law (where it exists) or simply .it/.com, focusing on simplicity. In practice, if our business started from a specific idea (a travel blog, an event, a community), we can use a thematic gTLD that speaks for itself. However, caution is needed: using extensions that are too niche risks appearing forced or unprofessional to a general audience.
Let’s move on to the target audience: the choice also depends on the geographical and linguistic audience. If we are targeting Italian users, a .it will convey a sense of Italian identity; for an international English-speaking audience, .com is more familiar. If the target audience is international but with a strong presence in one area, you can have both: for example, company.com for the global market and company.it for Italy. In terms of marketing, the TLD you choose is part of your brand. Always remember that your domain is the first thing users see: a well-chosen extension can reinforce your company’s message or the niche you serve.
From an SEO perspective, the domain extension is not a direct ranking factor in general searches, but it can affect localisation.
Google confirms that ccTLDs are a clear signal of geotargeting: a site with .fr will be preferred in France. This means that choosing a local ccTLD automatically improves visibility on search engines in that country, but at the cost of losing international visibility (if we are also trying to rank elsewhere). With generic gTLDs, on the other hand, we have to manually set the geographical target using Google tools or focus on local subfolders (e.g. domain.com/it/). In addition to this, we would like to point out that generic TLDs such as .com do not penalise global SEO, so they are neutral and safe for global visibility.
It is also important to note that search engines evaluate content and structure more than the extension: a good website in .it can also rank well outside Italy if it has content in other languages and international backlinks. In summary, for local SEO, ccTLDs offer a small advantage, while for global SEO, content strategy and on-page/on-site factors are more important. Finally, you need to think about how users perceive the extension in search results: well-known extensions (.com, .org, .net) inspire trust and clicks, while new or unusual extensions may discourage those who are unfamiliar with them. Choosing a TLD that your target audience recognises and trusts can indirectly improve your CTR in search results.
Domain extensions also play a key role beyond the purely technical aspect: they influence brand perception, credibility and geographical identity.
From a marketing perspective, the extension is an integral part of the domain name and therefore of the online brand. A domain such as ourcompany.com or ourcompany.co.uk is not just an address: it is the name of our brand on the Internet. Choosing an extension that is consistent with your business can strengthen your brand identity. For example, a learning platform could use .academy or .education to emphasise its mission.
The TLD can be distinctive (think of example.io for a tech start-up) or neutral (.com remains the symbol of professionalism and universality). In branding, it is essential that the domain is easy to remember and pronounce: a good extension helps to make the name shorter or clearer. In addition, extensions such as .com have great brand value because they have positive connotations (stability, reliability). In general, the domain you choose is your brand’s showcase on the web, which is why we recommend evaluating it carefully as part of the brand itself.
The choice of extension also affects user trust. Historical and well-known TLDs (.com, .org, .net, .it, etc.) are perceived as more reliable because they have been used for decades by legitimate websites. Conversely, some lesser-known extensions or those often associated with fraud (e.g. .tk, .ml, .ga – low-cost free domains) may raise suspicion among the average user. A serious brand usually avoids unclear or spammy extensions. Similarly, sponsored sTLDs such as .gov and .edu carry a mark of legitimacy: a site with .gov is immediately recognised as an official government site.
For individuals or businesses, this means that using a recognised TLD improves reputation: a business domain in .com or .it conveys solidity, while a domain with a strange extension could be mistaken for an unprofessional site or worse. Data protection (SSL certificates) is distinct from the extension, but on a psychological level, users also associate security with the domain. Finally, we would like to emphasise that when purchasing a domain, it is advisable to ensure that the chosen extension is not being abused by fraudsters: there are brand monitoring tools that warn you if someone registers a similar domain in suspicious TLDs. This allows you to protect your company’s reputation.
A final consideration concerns the geographical orientation that an extension gives to a website. When deciding to target a local or regional audience, the ccTLD is a strong localisation element.
For example, an e-commerce site in Italy with .it will be perceived as an Italian shop; if the same company targets Spain, it will also register a .es. This localisation increases relevance for the audience and can build trust, as users tend to trust domains that correspond to their geographical area. Furthermore, having a local ccTLD can be useful for language localisation: content is often in the local language, which reassures visitors.
However, with generic gTLDs, this signal is lost, and if the site is multilingual, a different SEO optimisation effort is required (division into folders or subdomains by language). In any case, we recommend evaluating the main target market: if you operate in a single country, a ccTLD is advantageous; if you are truly international, a neutral gTLD is more flexible. Sometimes both versions are kept (e.g., company.it and company.com) to cover all cases. In conclusion, the extension plays a role in the geographical localisation of the brand: it helps to immediately identify the target audience and promote a local experience.
Although hundreds of extensions are available, some have become the default for many types of websites. Here are the main ones:
.com is the most popular TLD in the world (hosting over 50% of websites). It originally stood for “commercial sites”, but today it is used by organisations of all kinds. Its popularity stems from familiarity: users tend to think of it as the first choice.
We usually recommend trying to register yoursite.com because it is easier to remember. If .com is not available, the second option is often .net, which was created for technical purposes (networking). .net is also generic and reliable, although less widely used than .com. .org was intended for non-profit organisations and is still preferred by charities, NGOs and associations.
Many groups see it as an appropriate choice, although there are no formal restrictions other than belonging to an organisation (in practice, it is open to everyone). Other “historic” gTLDs include .info (general information), .biz (business), .edu (US universities), .mil (US military) and .gov (US government). These extensions, for example, .edu, .mil and .gov, are reserved and common in their respective fields, helping to set expectations: a .gov domain is immediately perceived as reliable and institutional.
Among the most popular ccTLDs is .it, which identifies Italy: it is ideal for Italian companies and projects.
Other widely used ccTLDs worldwide include .de (Germany), .ru (Russia), .br (Brazil) and .cn (China), often driven by the size of the population and internet usage in those countries. On the English-speaking web, .uk (United Kingdom) and .ca (Canada) are common.
There are also supranational ccTLDs: for the European Union, there is .eu. Finally, it is worth mentioning .io, which, despite being a ccTLD (British Indian Ocean), is popular among tech start-ups, as is .co (Colombia), which now sounds like an abbreviation of “company” and is used as an alternative to .com. In general, we use a ccTLD when we want to focus clearly on a market or language, or when customers are used to relying on the local extension.
Finally, let’s mention some trending TLDs. In addition to the generic ccTLDs mentioned above, many sites choose niche extensions.
For example, .io (already mentioned) has become almost synonymous with tech startups; .ai (Anguilla) is used for artificial intelligence projects. Sectors such as online education use .academy and .education; news portals use .news; bloggers use .blog; holistic practitioners use .life, and so on. .store, .app, .tech, .online and .xyz are also popular in various fields (e-commerce, mobile apps, technology, generic).
These recent extensions serve to make it immediately clear what the site is about: for example, prodottidigitali.online immediately suggests that digital products are sold. However, as they are new, users are not always familiar with them, and often the specific extension does not make a difference for SEO. We consider these choices more on the creative marketing side: they can make the domain unique, but you need to be sure that your audience understands them and finds them credible.
When choosing the most suitable extension, it is equally important to avoid certain common mistakes. Here are a few points to keep in mind:
In summary, when choosing an extension, we recommend focusing on clarity, simplicity and consistency with the brand. Choose a TLD that appeals to your audience, respects your industry and is trustworthy in the eyes of users. By avoiding misleading or unprofessional extensions, you will put your website in the best position to be perceived as credible and authoritative on the web.
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