What Is The Impact of nTLDs For Your Website SEO?

What Is The Impact of nTLDs For Your Website SEO?

nTLDs, or new Top-Level Domains, are a relatively recent addition to the domain name landscape. With the increasing scarcity of traditional domain extensions like .com, .net, and .org, nTLDs offer businesses and individuals a fresh set of options to choose from, including NZ domain hosting

However, the burning question remains: how do nTLDs impact your website’s Search Engine Optimisation (SEO)?

What are nTLDs?

Before diving into the impact of nTLDs on SEO, let’s first understand what they are. nTLDs, or new Top-Level Domains, are the extensions that come after the dot in a website’s address. For instance, in the domain “example.store,” “.store” is the nTLD.

In 2011, the ICANN relaxed its policies, allowing companies and organisations to create their own unique nTLDs. This move opened the door for a vast array of nTLDs, ranging from industry-specific extensions like .tech and .store to descriptive ones like .online and .club.

Do nTLDs Affect Search Engine Rankings?

The short answer is: not directly. According to Google’s search engineer, Matt Cutts, the search engine giant does not consider the choice of TLD (Top-Level Domain) as a ranking factor. In other words, a website with a .com extension is not inherently favoured over a site with an nTLD like .store or .online.

However, it’s important to note that nTLDs can indirectly influence your website’s SEO performance in several ways.

If So, How Do nTLD Domains Affect Website SEO?

  • Branding and Memorability

One of the significant advantages of nTLDs is their potential for branding and memorability. A well-chosen nTLD can help reinforce your brand identity and make your website address more memorable for your target audience. 

For instance, a clothing retailer with a domain like “fashionstore.store” can create a strong association with their industry and make it easier for customers to remember their website.

  • Relevant Keywords

While nTLDs themselves are not a direct ranking factor, some nTLDs may contain relevant keywords that can aid in better search visibility. For example, a website with the domain “healthytips.fitness” may have a slight advantage over a generic domain when it comes to ranking for health and fitness-related keywords.

However, it’s important to strike a balance and avoid keyword stuffing, as search engines can hit websites that engage in such practices.

  • Domain Age

Another factor to consider when it comes to nTLDs and SEO is domain age. Older domains, particularly those with a .com extension, may have a slight advantage over newer nTLD domains, as search engines tend to favour websites with a longer history and established online presence.

However, this advantage can be overcome by following SEO best practices and consistently producing high-quality content over time.

  • Geographical Targeting

Certain nTLDs, particularly those associated with specific countries or regions, can help with geographical targeting. If your business primarily serves a particular location, using a relevant nTLD like .nyc (for New York City) or .london can signal to search engines that your website is relevant for local searches in those areas.

  • SEO Best Practices Still Apply

While nTLDs can provide some indirect SEO benefits, it’s important to remember that the fundamentals of SEO still apply. Factors such as high-quality content, website structure, mobile-friendliness, page load speed and a robust backlink profile will continue to play an important role in your website’s search engine rankings.


nTLDs do not directly impact your website’s SEO rankings. However, they can contribute to better branding, memorability, keyword relevance and geographical targeting, all of which can indirectly influence your search engine visibility. 

When choosing an nTLD, it’s essential to strike a balance between branding and SEO considerations while continuing to prioritise the core best practices of search engine optimisation.