How do new gTLDs affect SEO and Google rankings?

For years, the conventional SEO approach has been simple: get a .com domain, build backlinks, and publish great content. But when SEO expert Kyle Roof approached GoDaddy with a proposal for a large-scale, controlled study on the effect of generic top-level domain (gTLD) on search performance, we immediately recognized the opportunity to test this assumption with real data.

The concept was compelling, the methodology was rigorous, and we were just as curious as he was about what the results might reveal. We partnered with Kyle to bring this study to life by providing the domains and collaborating on two of the most comprehensive, controlled SEO experiments ever conducted on gTLDs

The results are reshaping how we think about domains (and how you should, too).

What is a gTLD (Generic Top-Level Domain)? 

A gTLD is the extension at the end of a web address that comes after the final dot. 

While traditional extensions like .com, .net, and .org are still widely used, there are now hundreds of newer, more descriptive gTLDs to choose from, such as .design, .shop, .health, and .tech. These extensions can help communicate what your business does and make your domain name more relevant to your brand.

For years, the conversation around gTLDs has followed a familiar pattern. Google has consistently said that domain extensions don’t directly affect search rankings, yet many businesses have remained hesitant to move beyond .com.

At the same time, most research has relied on correlations between existing websites rather than controlled experiments, making it difficult to separate perception from reality. The result is that domain strategy has often been driven more by assumptions than by evidence.

This study provided an opportunity to move past that ambiguity. Unlike most SEO research that analyzes existing websites, it used controlled experiments to isolate the impact of domain-related signals while minimizing other variables. Instead of asking what appears to work, it focused on understanding how search engines respond when variables are controlled to provide a clearer view of how domain choices influence early search behavior.

What we learned (and what it actually means)

The experiments produced several consistent findings. While no single factor determines search performance, the results offer useful insights into how domain choices and URL structure fit into a broader SEO strategy.

Domain extensions are not a limiting factor in search performance

Across the test environments, generic domain extensions, including .art, .club, and .wiki, indexed and ranked alongside traditional extensions like .com, .net, and .org. In some cases, they even outperformed them.

The takeaway isn’t that one extension is better than another. It’s that choosing a modern gTLD doesn’t appear to put your site at an inherent disadvantage in search results.

For businesses, that shifts the conversation away from SEO concerns and toward practical considerations like branding, relevance, and creating a domain name that’s easy for customers to remember.

Shorter, simpler URLs influence early visibility

In addition to domain extensions, the study examined how URL structure impacts performance. The tests revealed that shorter, more concise URLs showed stronger early ranking momentum than longer, more complex URLs. While URL length is only one of many ranking signals, simpler URLs may make it easier for search engines to crawl, understand, and index content.

This reinforces a long-standing SEO best practice: keep URLs clear, descriptive, and as simple as possible.

Execution still matters more than convention

Perhaps the biggest takeaway is that domain extensions alone don’t determine search performance. 

The results support what Google has long communicated: success depends on the overall quality of your site. 

Helpful content, a clear site structure, technical SEO, and a domain that reflects your brand all work together to improve visibility.

Choosing the right domain is still an important decision. The difference is that businesses have more flexibility than they once thought. Instead of feeling limited to traditional extensions, you can choose a domain that fits your brand while still building a strong foundation for SEO.

How to apply these findings in practice

So what does this mean when it’s time to choose a domain? Here are a few practical considerations to keep in mind:

1. Choose a domain that reflects your brand: Your domain is often the first thing people see. Pick a name and extension that are memorable, easy to understand, and aligned with your business.
2. Keep your URLs simple: Clear, concise URLs are easier for people to read and share. They also help search engines understand your content, making simplicity a smart long-term SEO practice.
3. Don’t let SEO myths limit your options: If a modern domain extension is the best fit for your brand, you don’t have to rule it out over concerns about search performance. Focus on building a high-quality website with helpful content and a strong user experience.
4. Think beyond search rankings: Your domain influences more than SEO. It also affects how people perceive, remember, and trust your brand. A domain that’s easy to recognize and relevant to your business can make a lasting impression across search, social media, email, and offline marketing.

A different way to think about domains

Domain decisions have traditionally centered on one question: Will this hurt my search rankings?

The findings from this study suggest it’s time to broaden that perspective. Rather than focusing only on SEO concerns, consider how your domain supports your brand and the people you’re trying to reach.

Ask yourself:

• Does this domain clearly represent my business?
• Is it easy for people to understand and remember?
• Does it reflect my brand in a meaningful way?

A domain like miami.florist or peak.design immediately communicates what the business is about while giving customers a memorable web address.

As this study shows, choosing a descriptive domain doesn’t mean sacrificing your SEO potential. It simply gives you more flexibility to choose a domain that fits your brand.

What small business owners need to remember

The biggest takeaway from this research isn’t that one domain extension is better than another; it’s that you have more options than you might think.

A domain that reflects your brand, is easy to remember, and clearly communicates what you do can be just as valuable as a traditional .com. Pair that with strong content, technical SEO, and a great user experience, and you’ll be building on the factors that matter most for long-term search success.