In the early days of the Internet, there were very few choices for domain endings: .com, .org, or maybe .net. But all that has changed. There are now hundreds of domain endings to choose from—from the practical (.florist), to the philosophical (.guru), and the just plain fun (.ninja). In the coming years, that number will continue to grow.

With all these new domain name endings available, there’s more opportunity than ever to create a meaningful and memorable domain name that tells the world more about you and what you do. Here, we’ll teach you everything you need to know about top level domains (TLDs) and how to select one that’s right for you.

Reasons to try a new TLD

Branding
With more TLDs to choose from, brands now have more options to create a distinctive domain name that quickly communicates the purpose and value of their offering. In many cases, the domain name is the first thing people see or hear about a business, so it can create a powerful first impression. What’s more, domain names that are catchy and easy to remember can also add branding value.

Availability
Because new TLDs haven’t been around as long, domain names that are short and memorable are often still available. A less traditional TLD can be both a way to get the domain name you want, as well as a way to shorten your domain name by using a relevant term after the dot. For example, yourfavoritecafe.com could simply be yourfavorite.cafe.

Brand Protection
Businesses that already have a traditional domain may decide to purchase a version of their domain name with a new TLD, and point their old domain to the new address. This can protect the alternate domain from being purchased by someone else, as well as give the business a new domain that is more creative, relevant, or fresh. For example, a business that owns janescoffee.com might buy janes.coffee.

Memorability
A new TLD may help you stand out by being unique, which can also help create a more lasting impression. However, a very long or clunky name might be harder to remember with a new ending.

Perception
Many prominent businesses are adopting new TLDs, creating the perception that they are both popular and legitimate. New TLDs will eventually be as common as traditional domain endings, so getting one now is a chance to be on the leading edge of the trend, before they’re taken. On the flip side, there might still be a few people who are unfamiliar with new endings and who default to typing in “.com.”

But what about Search?

Using a new domain ending won’t hurt your search presence or SEO. It’s worth noting that in the eyes of Google and other search engines, all TLDs are equal. A new TLD won’t affect your search engine ranking, or put it lower in the list of websites that are appear based on a search.