When it comes to domains, the extension—also called TLD (top-level domain)—can make or break your online presence. Last month, Emily Roberts, a brand strategist in London, highlighted this trend at a digital marketing meetup: startups rushing to grab a “.com” often miss opportunities with newer extensions like “.tech,” “.studio,” or “.co.”
Emily shared a case study of a small design agency, PixelCraft, which initially struggled to secure “pixelcraft.com.” Instead of settling, they registered “pixelcraft.studio” and paired it with strategic branding. Within six months, the TLD became part of their identity, signaling creativity and modernity. Clients immediately understood they were a design-focused company, and search traffic improved because the name was memorable.
Key takeaway: don’t just think “.com or bust.” Industry-specific extensions can help with brand recognition and SEO. Names like “.shop” for e-commerce, “.photography” for photographers, or “.io” for tech startups are gaining credibility. Pairing a strong brand word with a relevant TLD can differentiate your business in a crowded market.
Another tip: buy multiple TLDs if budget allows. For example, reserve “.com,” “.net,” and “.co” versions of your name. This prevents competitors from registering similar domains and gives you flexibility for future expansions.
Emily concludes, “The extension is part of your brand story. Choosing the right one positions your business as professional, innovative, and memorable.” From Berlin to Boston, savvy companies are learning that smart TLD selection isn’t just a technical choice—it’s a marketing strategy.