Avoid Unusual Top-Level Domains in Custom Domain Names
Remember the heady dotcom days, when businesses were desperate to get a short, memorable, easily typed .comdomain? It quickly became difficult to get what you wanted—so much so that deep-pocketed companies paid exorbitant sums for just the right domain.
Before we go any further, let’s make sure we’re all on the same page. Domain names are necessary because computers on the Internet are all identified by inscrutable numeric IP addresses. You can remember and type apple.com easily; 184.31.17.21 not so much. Domain names have two or more parts: the top-level domain (read from the end, such as com) and the second-level domain (like apple), plus optional third-level domains (which could give you support.apple.com).
Since the days of speculating in .com domains, however, hundreds of additional top-level domains have been opened up, including domains from .aaa to .zone. There are now top-level domains for .doctor, .florist, .lawyer, and many more, including the general .xyz. It might be tempting to switch from the awkward dewey-cheatham-howe.com to the shorter and more memorable dch.lawyer. And even if there isn’t a profession-specific top-level domain that works for you, you may think that if abc.xyz is good enough for Google’s parent company Alphabet, surely it’s good enough for you.
Alas, much as we appreciate the creativity and flexibility offered by these alternative top-level domains, we’d like to dissuade you from using one, if possible. Problems include:
● Email deliverability: If you’re sending email using an alternative top-level domain or including links to that domain, it’s much more likely that your email will be considered spam by receiving systems.
● SMS deliverability: Some SMS text message providers will automatically delete messages containing URLs with alternative top-level domains in an effort to protect their customers from phishing attacks.
● Social media spam filtering: As with SMS text messages, social media posts that include URLs with alternative top-level domains may be categorized as spam or as linking to a malicious site.
● Firewall blocking: Abuse of alternative top-level domains has become so commonplace by scammers that some companies prevent their employees from accessing websites using certain alternative top-level domains at the firewall level.
● User perception: Although there’s no telling how anyone will react to a particular top-level domain, people won’t think twice about .com but might think .ooo seems sketchy. (We would.)