Why We Partnered on the Biggest gTLD SEO Study in Years – and What it Proved
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Leigh Aragon
- May 29, 2026
For years, the SEO conversation around generic top-level domains (gTLDs) has focused on whether domain structure actually impacts search performance, particularly how keyword-aligned gTLDs can influence search rankings within Google. The primary problem with this claim is that almost none of those claims were backed by controlled, large-scale, third-party testing. Instead of debating theories, we partnered on one of the most comprehensive SEO test initiatives in recent years - working with SEO Expert Kyle Roof to test how Google actually behaves in controlled environments.