Over the last couple of months, more than 250 new domain name extensions – known as new generic top-level domains (gTLDs) — have joined .com, .net and other domains businesses and consumers have come to rely on. It’s expected that more than 1,500 new gTLDs will go live by the time the initial phase of ICANN’s new gTLD program is complete. As organizations are presented with a variety of choices, business owners often ask what these domain extensions mean for their business and how they should proceed.

There is no question that selecting a domain name is important in building a business’s online presence, but all the different choices available today don’t make the decision easy. On the contrary, this ever-changing environment is adding a layer of complexity to a company’s domain investment decisions and marketing plans.

To help business owners who might find themselves at a crossroads contemplating if they should invest in new domains, we published a guide. that outlines the various issues businesses need to consider before committing to establishing their online presence on a less-recognized domain and discusses how new gTLDs could impact online marketing and brand. For instance, how will your customers react to new gTLDs? Will new gTLDs be reliable and secure? How might a new gTLD affect the equity you have already built into your current domain name? What about search engine rankings and traffic to your existing site? And ultimately, how will new gTLDs affect your overall online presence?

We will be highlighting some of these key considerations in subsequent blog posts highlighting our recently published guide.

About the Author(s)

Bridget Weston Pollack

Bridget Weston Pollack is the Vice President of Marketing & Communications at the SCORE Association.

Vice President of Marketing & Communications, SCORE
New gTLDs