As we have often said, building a successful website essentially involves developing a relevant editorial line and writing quality content. However, it is important not to overlook certain technical details : the extension of the domain name is one of them . Today, between the .dz or the .com, a whole range of possibilities are offered to you. So many possibilities that it sometimes becomes difficult to choose. Which extension to match my activity? Should I choose one related to the location of my business? What impact in terms of SEO? To help you find your way around, here are some tips.
What is the extension of a domain name?
One of the first decisions to make when creating a website involves reserving a domain name. Unique, specific to each site, a domain name is made up of two parts :
- With a central name: positioned after the https: // www., It is made up of a series of alphanumeric signs. Called second-level domain, this suite generally takes the name of the company that publishes the site, of a brand, or is related to the activity of a company or its brand. For example, if we consider the Amazon.com domain, the second level domain is “Amazon”, taking the name of the well-known e-commerce company.
- A suffix, called domain name extension or top level domain. Chosen according to the commercial ambitions of the company and / or the geographical territory in which its activity takes place, this suffix is expressed after the second level domain. For example, to continue with the previous example, .com represents the “head” domain.
What are the different categories of domain name extensions?
Initially, domain name extensions could be counted on the fingers of one hand. In addition to the famous .com, .org or .net, only national versions were available such as .fr for example. Since 2011, the choices have multiplied when the ICANN (Internet Corporation for Assigned Names), the authority which manages top-level domain names, has declared itself in favor of the use of generic names, of local authorities. or brands. There are now three types of domain name extensions:
- The “classic” extensions, the most used by companies or institutions. Composed of three letters, these extensions are independent of the country of origin of the site: they are the famous .com, .net, or .org, or for government sites, higher education establishments, international institutions, des .gov, .int., .edu;
- Geographical extensions of countries: made up of two letters, we find the .fr, .de., .Be, .pt… There are nearly 312 geographical extensions of countries, some imposing residence restrictions;
- Since 2011, new extensions have been authorized: composed of three or more characters, these extensions number in the thousands, covering both brand names (.google, .amazon, .audi), and geographic areas (.alsace,. bzh, .eu), cities (.paris, .london). They can be linked to trades, sports or fields of activity (.immo, .museum).
What impact does domain name extension have on SEO?
Let’s be clear, choosing a domain name extension will have very little impact on your SEO . Choosing a .paris, if your activities are located in Paris, will give you the same visibility on Google as a .fr or a .com. Conversely, a .paris will not offer you more visibility on the search engines in the event of searches mentioning the city concerned.
Indeed, Google has repeatedly confirmed that the new domain extensions will not affect rankings . In short, the only lever on which to play to attract Internet users and ensure good SEO remains above all the quality of the site in general and that of the content offered in particular.
Nevertheless, certain precautions should be taken when choosing the leading domain. Indeed, all domain names are not equal in the eyes of the engines . In addition to some being more expensive to reserve, and therefore better regarded, domain names suffixed in .gq, .work .cf, .date, .tk, .link, .ml, .ga, .men, .top are more likely, in the eyes of algorithms, to host spam sites.
Conclusion: which domain name extension to choose?
Before any consideration on the choice of a domain extension, it is first of all to take into account the browsing habits of Internet users. Several studies have shown that they tend to click, when offered a list of sites, on .com or .dz/fr/de/it.. pages.
In short, while domain extensions don’t have an SEO impact, they do on click-through rate . In this sense, to best guide users, choose an original domain name, simple and easy to remember (we avoid numbers and dashes), which corresponds to the activities of your company.
For the rest, in order to sort through all the extension options available to you, it is a question of clarifying your objectives and understanding your target . If your company operates at the national level, in Algeria for example, prefer a geographical extension of country (.dz). Besides being widely used and inspiring confidence, this type of extension shows closeness to your customers .
If your ambitions are broader, a classic extension is a good option. Having become a world reference , the .com is used by a number of large companies around the world. Using it will allow you to give your business an international dimension , allowing it to expand more easily beyond national borders.
Finally, if the target market is ultra-competitive or particularly specialized, the new domain extensions will forge a more easily identifiable domain name . While many domain names are no longer available, they allow you to easily place your keywords in the secondary domain name , making it more explicit while avoiding extended names. What to invite Internet users to choose your site rather than another.