Google has spoken out to debunk rumours claiming new top-level domains (TLDs) are shortcuts to better rankings.

John Mueller, webmaster trends analyst, quietly shouted down the gossipers in a Google+ post last Thursday.

He wrote:

“There still is no inherent ranking advantage to using the new TLDs. They can perform well in search, just like any other TLD can perform well in search. They give you an opportunity to pick a name that better matches your web-presence.”

Search Engine Round Table suggested the post was published in response to continued claims by domain name merchants.

Indeed, Mueller appeared to make reference to unnamed rumour-mongers in his post. He continued:

“If you see posts claiming that early data suggests they’re doing well, keep in mind that’s this is not due to any artificial advantage in search: you can make a fantastic website that performs well in search on any TLD.”

Mueller also shared a post published by Matt Cutts in 2012, in which he unequivocally dismissed claims made by Adrian Kinderis.

Kinderis originally wrote in Marketing Mag: “Will a new TLD web address automatically be favoured by Google over a .com equivalent? Quite simply, yes it will.”

In a comment on last Thursday’s post, Mueller added that there was no built-in geotargeting for new TLDs, even if they resemble the names of cities or regions.

New TLDs expand beyond the original country-specific (like .com, .co.uk) and sector-specific (like .edu, .org) domains. They allow webmasters to choose from a multitude of options, from city names (like .paris) and even names of food (like .pizza).

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About the author:

Oliver Pyper is senior online copywriter at ClickThrough Marketing. He writes on-page content, blogs, press releases and loads of other bits and pieces too numerous and brilliant to mention. He’s also responsible for Kate Bush: The Musical and a series of videos depicting a young man’s search for energy drinks in New York City. Drop him a line if you want to talk content solutions or Kate Bush.