net vs. .com, and More: What's the Best Domain Extension

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One question that clients are never ready for when I'm preparing a new website launch is the domain extension. Most of the time, they've never even thought about .net versus .com.

The domain name itself is (usually) easier, as it's some variation of the company name. But then I ask about how the website URL should end. Do we want a .com, a .co or a specific country extension, like .nz? I'll always have a recommendation in mind, but I can also tell it's something the client hasn't even thought about until that moment.

It's a more important question to consider than you might realize. How your website URL ends helps to categorize your site for visitors and even makes it easier to find. As the years have gone on, there are now more choices than ever when it comes to domain extensions. So, I'm going to break down what those options entail and tell you my recommendations for when to use each one.

Table of Contents

• .net vs. .com
• .org vs. .com
• .co vs. .com
• .biz vs. .com
• How to Choose the Right Domain Extension
• Does Domain Extension Affect SEO?
• .com is Almost Always the Answer

What is a domain extension?

There are two parts to every domain name: the name and the extension. Together, these form the "address" of your website on the internet.

The name, also known as the second-level domain, is the unique identifier of the website. The domain extension comes after the second-level domain. Domain extensions are also referred to as the top-level domains, or TLDs. These terms are used interchangeably.

While the second-level domain signals the name of your brand, the domain extension specifies the entity that your website represents. HubSpot's top-level domain is ".com" because we're a business.

Types of Domain Extensions

There are three types of domain extensions I recommend you get familiar with before looking for a suitable option for your site: generic, sponsored, and country code.

1. Generic Domain Extensions

This is the most widely-used category of extension, and what most online businesses use in their domain names. Generic domain extensions are available to any website willing to buy, and some you'll even find for free. The popular extensions .com, .org, and .net are generic, as are many other niche TLDs.

2. Sponsored Domain Extensions

Sponsored domain extensions may only be used by organizations that fit certain requirements. For instance, only certified educational institutions are allowed to use the .edu domain extension for their websites, and the .gov extension is restricted to entities under the United States government.

3. Country Code Domain Extensions

Many countries have their own two-letter domain extension to signify the organization's location. Examples include .us (United States), .uk (United Kingdom), and .de (Germany). I recommend these be used if your business solely serves customers within that country. If there is any international element to your presence at all, I would stick with a .com and find another way (such as subdomains, subfolders, or language selectors) to distinguish between different country or language versions of your site.

Common Domain Extensions

Domain extensions were originally created to divide websites into categories based on organization type. The thinking was that all websites can be broken down first by the entity (the "top-level" category), then by organization name (the "second-level" category), then by website section using subdomains.

Some of this reasoning still holds true, but the domain extension system has loosened its regulations over the years. There are now well over 1,000 different domain extensions available, and even some classic extensions are used by sites beyond their original purpose. Here are some popular choices:

.com

The .com domain extension stands for "commercial." When introduced, .com was intended for ecommerce sites. Today, it's the most widely-used domain extension, serving over half of all websites. It's seen by many as the default domain extension, and its ubiquity makes it the go-to choice for most online businesses, organizations, personal websites, and blogs.

There's only one downside to the .com extension but it's a big one: availability. There's a good chance that the perfect .com domain name for your business is already taken by someone else.

.net

.net is the second most popular TLD after .com. It stands for "network" and was created for websites specializing in network-based technology, including ISPs, email services, and database services. In recent years .net has come to inhabit the same space as .com. Some businesses opt for this extension if their preferred .com domain is taken.

In my opinion, .net is now seen as a slightly more outdated domain extension. I think this could be down to the fact that describing the internet as "the net" has itself become outdated, and the TLD suffers by association.

.org

This TLD was made for and limited to nonprofit organizations, hence ".org". While this restriction was recently lifted, its original intention remains - .org is typically used by foundations and charities, educational services, open-source software projects, and other not-for-profit entities. Any website can use a .org extension, but for many .org implies that the organization behind the domain is non-commercial, so I recommend it only be used that way.

.co

The .co extension was introduced in 2010 as a .com alternative to address the shortage of desirable .com domain names. It stands for "company" or "corporation." Like .com and .net, .co is most popular among online businesses.

It's worth noting that the .co TLD is often paired with country code domain extensions (e.g., .co.uk), and is also the official domain extension of Colombia, the country. Still, .co is most commonly recognized globally as a .com or .net alternative.

.biz

As the name implies, .biz is intended for online businesses only. It's the least popular extension on this list, and tends to be the cheapest. Though it is a generic domain extension, the .biz TLD is restricted to business and ecommerce websites.

How to Choose the Right Domain Extension

Think about websites you know that use .com, .org, and .net - these extensions each likely carry different meanings and set different expectations for you. It's important to pick a domain name with an extension that appropriately communicates your type of service or organization.

When running an online business, .com will do the trick. However, it's often not that simple with .com's limited availability. If you can't secure your domain of choice with the .com extension, alternative domain extension options can help put your site on the map.

Pro tip: With HubSpot's CMS, you can connect your custom domain for free to build credibility and trust with your site visitors.

Next, I'll compare .com with a few popular alternatives and weigh the pros and cons of each.

Which is most popular?

While .net is the second most popular business-oriented domain, it's a distant second, used by less than 4% of websites. This is why you should always check .com before considering .net. Its prevalence simply can't be matched.

Pros and Cons of .com

.com provides multiple advantages, including:

• Potential visitors are more likely to remember your domain if it ends in .com, and be able to find it later. If you pick .net, many will probably assume your subdomain is .com anyway and land on a blank page, or worse, a competing website.
• .com domains signal professionalism and authority in your space. Any extension other than .com might imply that another business is more established than your own, which hurts visitors' confidence in your service.
• If being found easily in search engines is important for your site, I highly recommend .com over .net as they're typically ranked higher in search engines.

Finally, there's a usability advantage to .com. Smartphone keyboards include a ".com" key so users can quickly plug a domain into their browser. Unfortunately, this option isn't available for any other domain extension, including .net. This might seem small, but even minor inconveniences can leave a poor impression on visitors. If you expect a large proportion of traffic from this channel, don't neglect the mobile browsing experience.

That doesn't mean .com is without its cons, including:

• High demand, which means they're less likely to be available. This could mean tweaking your business name in the domain to compensate and potential confusion for users who type yourdomain.com only to land on the site of a totally different brand.
• This lack of availability can also make it very expensive to purchase premium domains.

Pros and Cons of .net

It's tough for me to say that .net ever has a specific advantage over a .com domain. That being said, there are scenarios when I think it's an acceptable alternative.

The only reason to consider .net over .com is if you can't find a suitable domain available with the .com extension. If this is the case, consider changing your domain name by adding descriptive words that modify your business, or spelling your domain name unconventionally. You might even consider purchasing the .com domain from the current owner or changing your company name altogether to secure a .com domain.

If none of these options work as alternatives, then try the .net extension.

Technology companies will face fewer obstacles with .net, since it implies the business is related to computer "networks." The same can't be said for an ecommerce company, blog, or otherwise. These sites need to promote awareness of their .net extension in their branding.

Here's a quick breakdown of some other choice criteria between the two options:

Pricing for .com vs .net Domains

Pricing is a tricky concept when it comes to domains, as I've had to explain to clients on a few occasions.

Some are simply available to purchase, and if you've got a very unique business name it's entirely possible that's the case. When that happens, the pricing in the graph above will typically apply. I've taken this price range from a few popular domain registrars like GoDaddy and Domain.com.

But if yourbusinessname.com is already owned, you're at the mercy of the existing domain owner or a domain auction to purchase it. More common names are usually labeled as "premium" domains, and those can go for millions of dollars.

Pro tip: If your desired domain is available with both .com and .net extensions, I recommend purchasing both, then redirecting your .net domain to your primary .com domain. Doing this will prevent users from browsing the wrong site and keep others from buying a similar domain to direct traffic away from you.

Which is more popular?

Unlike some other domain extension variations, the question of which is more popular between .com and .org doesn't really apply. The appropriate uses of .org and .com are so clear because .com has always represented commercial websites, and .org has always represented not-for-profit businesses.

Therefore, .org's solid reputation and availability make it a great fit for entities including NGOs, charities, free online educators (as opposed to paid services, which tend to use .com or .edu), and open-source technology platforms.

I've broken down the choice criteria between .org and .com in the graph below:

Pros and Cons of .org

The pros and cons of .com are similar regardless of which comparison you're making, so I'm going to stick with the advantages and disadvantages of .org domain extensions here.

There are some solid pros to .org domains, but usually only if you fit into the non-profit/NGO category of organization. Some advantages include:

• A boost to brand visibility.
• Easier domain name to secure.
• Credible association with social impact.

There are some cons to using .org if your organization does not fall into the non-profit category or similar. When for-profit businesses use .org, it can:

• Create distrust amongst users when they realize you are for-profit.
• Leave you open to someone else purchasing the .com version.

Pro tip: It's okay to attain both of these extensions for your website in order to secure your online identity. Just make sure all users are directed to the better-fitting domain. Many popular brands take this precaution - try visiting starbucks.org, for example.

Pricing for .com vs. .org Domains

Unlike .net extensions, pricing for .com and .org domains is quite similar, both on initial registration and for annual renewals.

However, like many vendors, some domain registrars offer special discounts to charities or non-profit organizations, such as a lower price on renewal plans for the first few years. IONOS, for example, provides .org domains for $1 for the first year and includes a 50% discount on WordPress hosting alongside it.

Some businesses secure both .org and .com as separate sites for their nonprofit and for-profit divisions, respectively. WordPress uses a .org site for its free CMS and a .com site for its paid site builder and hosting services. However, this means paying for both domain extensions.

Which is more popular?

Common wisdom used to say that you should only use .co in your primary domain if the .com version of your desired domain name is taken and you're unwilling to find an alternative name for your domain.

But I've seen a surge in popularity of brands wanting to use the .co extension as their primary domain and I've seen very little downside when it comes to search engine optimization (SEO) and overall use feedback and experience. That being said, I still recommend purchasing the .com version too, if possible.

Pros and Cons of .co

Here's an at-a-glance breakdown of the choice criteria for .co and .com:

Even if you only have to go with .co because the .com version isn't available, I think there are still a few pros to this extension, such as:

• Its rising popularity makes your brand seem fresh and modern.
• Domain names are far easier to secure with this extension.
• It's short and memorable to make you stand out from competitors.

But before you go with .co, you should be aware of the downsides, such as:

• .co is only one letter off from .com. The similarity between .co and .com might cause confusion when users search for your site.
• Domain inclusion in branding may be necessary to reinforce the correct address. To prevent this, you should clarify the ".co" part of your domain in your branding.
• Its rise in popularity means it's often a little more expensive than .com.

If you're okay with these drawbacks, .co is a viable alternative TLD for your online business.

Pricing for .co vs. .com Domains

.co is a high-growth TLD these days, and that's having an impact on domain pricing. In general, the initial registration cost for .com and .co domains is similar. But you can expect to pay slightly higher annual renewal costs for .co domains.

However, the difference is fairly negligible, as you can see from my comparison chart above. Plus, many domain registrars give you a discount for multi-year renewal plans.

Which is more popular?

I've established pretty clearly that .com is still far and away the most popular TLD out there. But .biz is one of the least popular domain extensions you can use. Only around 0.1% of websites in the world use this TLD.

Like .co, .biz is just another domain extension that indicates "business" in your website address. But it's always been a less popular choice, and I think it's down to a certain flippancy in tone. When you're establishing yourself as a commercial organization, users expect trust, data protection and credibility. And I think there's something about .biz that evokes something of the opposite feeling.

Pros and Cons of .biz

I don't have much to say about the pros of .biz, apart from the fact that they are generally available as domain names and typically cheaper.

But when it comes to the cons, there are a few:

• Lack of perceived credibility and trust from users.
• Lower frequency of use makes it less likely to be attempted to find your site, therefore lowering traffic.
• Lower performance in search engines, which also equates to lower visibility and traffic.

Not only does .biz lack the popularity of the .com, .org, .net, and .co extensions - it also presents a major branding obstacle. By labeling your website as ".business", you signal rather bluntly that your site exists to sell. That's why I think it only really works when it's clear your site has no outwardly commercial purpose i.e. you don't expect people to conduct transactions on the site.

Of course, the ultimate goal of all online businesses is to turn a profit, but it's important not to appear too sales-y to visitors. Your online brand should prioritize the customer experience above all else. .com, .net, and even .co can accomplish this, but .biz will not.

Let's take a look at the main differences between .biz and .com:

If you reach the point where you're deciding between .com and .biz, it's time to settle for a different domain name with a better extension. You'll see more visitors and create a better brand in the long run.

Does Domain Extension Affect SEO?

It's always beneficial to think about SEO when creating or changing a website. Your site's generic top-level domain will not affect its performance in search engines. Your top-level domain influences brand perception and trust more than anything, but Google states it does not take TLD into account when listing search results.

But SEO is my bread and butter, and I'm here to tell you otherwise. In my experience, when it comes down to competition, .com domains will always dominate the first page of search results. There are a ton of other factors at play too, of course. But if SEO is top of mind for you, I will always recommend using a .com domain to give your site the best chance at success.

Plus, if two or more websites share the same name and implement the same SEO practice, but have different extensions, the website with the .com domain extension will rank highest in most results. This is because people tend to trust .com websites and will generally choose them over .net or .biz alternatives, and websites with more traffic perform better in search engines.

Many webmasters raise a query about whether they should buy multiple domain extensions for their websites. Host IT Smart, a web hosting entity, states that you don't need all the extensions. They advise that you secure your primary domain extension & after that, you can buy the target country extensions like .us, .ca, or .in (if required).

Unlike the TLD, the name component of your domain does affect SEO. Your site's name tells people and search engines what your organization is and/or does.

.com is Almost Always the Answer

Domain extensions are so baked into our internet vocabulary that most of us take them for granted. However, as I've gone through above, they play as big a role in your online branding and the overall user experience on your site.

Having gone through them all, I think it's worth the time to find one that communicates authority and credibility without compromising on factors like SEO visibility. But, if I'm asked this question by a client any time soon, I'll still be recommending .com as the first port of call.

Editor's note: This post was originally published in October 2013 and has been updated for comprehensiveness.

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