Your domain extension (the part after the dot) says something about your site before anyone clicks the link. A .com feels established. A .io signals tech. A .store tells you exactly what to expect. Choosing the right one isn't just about availability. It affects how people perceive your brand, how much you'll pay annually, and in some cases, how well you rank in search.
The Classics: .com, .net, .org
.com
Still the default. When someone hears your brand name, they instinctively type .com. That behavior is deeply ingrained, and it's the single biggest argument for choosing it whenever possible.
The downsides are real, though. Most short, memorable .com domains were registered years ago. Finding a good one that's actually available often means getting creative with your brand name or paying a premium on the aftermarket. Expect to pay anywhere from $10/year (for a new registration) to thousands for a desirable name someone already owns.
If your target audience is general consumers, .com is still the safest bet. People trust it, they remember it, and they'll type it automatically.
.net
Originally intended for network infrastructure companies, .net has become a general-purpose alternative when the .com version of your name is taken. It's familiar enough that most people recognize it, but it doesn't carry the same default assumption as .com.
One risk: if you run brand.net while someone else owns brand.com, a percentage of your potential visitors will end up on the wrong site. That's traffic you paid to generate going to someone else.
.org
Traditionally associated with nonprofits and open-source projects. While there's no actual restriction (anyone can register a .org), using it for a commercial business can create a misleading impression. Stick to .org if your project is genuinely noncommercial or community-driven.
The Tech Extensions: .io, .dev, .app
.io
The unofficial TLD of the startup world. Developers and tech companies adopted .io because it suggests input/output and feels modern. Availability is better than .com for short, punchy names.
Pricing runs higher, typically $30-50 per year. And there's a quirk worth knowing: .io is technically the country-code TLD for the British Indian Ocean Territory. This has occasionally raised concerns about long-term stability, though the extension's popularity makes any disruption unlikely.
If your audience is developers or tech professionals, .io communicates that you're part of their world. For a bakery or a law firm, it would feel odd.
.dev
Owned by Google and launched in 2019, .dev requires HTTPS (it's on the HSTS preload list, so browsers won't load it over HTTP at all). This is actually a nice security feature. If you're building developer tools, APIs, or documentation sites, .dev is a strong fit. Pricing is similar to .io.
.app
Also owned by Google and also HTTPS-only. Designed for mobile and web applications. Less established than .io in the tech community, but instantly communicable. If your product is an app, the extension does some branding work for you.
The E-Commerce Extensions: .store, .shop, .market
.store
Tells visitors exactly what to expect. For online retailers, .store is a solid option when the .com is unavailable. It's descriptive, memorable, and available at reasonable prices ($15-30/year, sometimes with first-year discounts under $5).
.shop
Similar to .store, with a slightly more casual feel. Popular in fashion and lifestyle e-commerce. Pricing is competitive. The choice between .store and .shop is mostly personal preference.
Country-Code Extensions: .us, .co.uk, .ca, .de
Country-code TLDs signal geographic focus. If your business serves a specific country, using that country's TLD can build trust with local customers and may provide a small SEO boost for local search results.
.co deserves a special mention. It's technically the country code for Colombia, but it's been marketed globally as an alternative to .com (think "company" or "commerce"). Many startups use it successfully, though you'll still lose some type-in traffic to the .com version.
Some country-code TLDs have residency requirements. You may need a physical or registered address in the country to register .ca (Canada) or .de (Germany), for example.
SEO: Does Your Extension Matter?
Google has stated repeatedly that generic TLDs (.io, .store, .app, etc.) are treated the same as .com for ranking purposes. Your extension alone won't help or hurt your search rankings.
The exception is country-code TLDs. A .de domain gets a natural boost in German search results, while a .co.uk domain performs better in UK searches. If you're targeting a global audience, a generic TLD is the better choice.
What does affect SEO is user behavior. If your domain is easy to remember and type, people are more likely to return directly, share it, and link to it. A confusing or unfamiliar extension that people struggle to recall works against you regardless of what Google's algorithm says about TLD neutrality.
Pricing Considerations
Registration prices vary significantly by extension:
- .com: $10-15/year
- .net: $12-16/year
- .org: $10-14/year
- .io: $30-50/year
- .dev: $12-20/year
- .store: $15-30/year (often discounted the first year)
- .co: $25-35/year
Watch out for low introductory prices that jump dramatically at renewal. A domain that costs $2 for the first year but $40/year after that is a worse deal than one that's $12 every year. Always check the renewal price before registering.
Making the Decision
Here's a practical framework:
- General business or personal brand: Go with .com if available. Consider .co or .net as alternatives.
- Tech startup or developer tool: .io or .dev are strong choices. Both signal the right audience.
- Online store: .com first, then .store or .shop.
- Local business: Your country's TLD (.co.uk, .ca, .de) can build local trust.
- Nonprofit or community project: .org is the natural fit.
Whatever you choose, register your domain with free WHOIS privacy protection included. No one needs your personal information showing up in public databases.