Why We Partnered on the Biggest gTLD SEO Study in Years – and What it Proved

• gTLDs are not neutral. When aligned with keywords, they can strengthen relevance signals and influence search performance 

• Controlled testing revealed that descriptive gTLDs often outperform the traditional .com/.net/.org domains in partial match scenarios 

• The study removed common SEO variables, proving that domain structure alone can impact how sites are interpreted and ranked 

• As the domain landscape expands, brands that use keyword-aligned gTLDs strategically can gain a measurable competitive edge 

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. 

Because in SEO, belief is cheap. Data is not. 

Leveling the Playing Field: Reframing A Decade of gTLD Assumptions 

Since the expansion of gTLDs in the early 2010s, brands have been left with conflicting signals: 

• Google has stated that domain extensions do not influence search rankings  

• At the same time, adoption has lagged due to awareness and uncertainty  

• And most “studies” relied on correlation rather than controlled experimentation  

As a result, much of the conversation has been shaped by interpretation rather than controlled testing.  

Until now, no one had rigorously tested how gTLDs perform in isolation – making it difficult for brands to make fully informed decisions about their search visibility and rankings. 

Why This Study Was Different 

This wasn’t another observational dataset or correlation study. It was built on a fundamentally different approach: controlled SEO experimentation. 

Kyle Roof, an established SEO expert known for his data-driven testing methodology, approached us to see if we would be interested in partnering with him on a never-been-done-before study on the performance of gTLDs in search. Given the lack of controlled, experimental data in the industry, we agreed.  

 Rather than analyzing existing websites – where ranking signals are influenced by countless overlapping variables – Kyle’s methodology focuses on creating controlled environments that allow for unbiased insight to how search engines respond.  

Through Kyle’s patented framework, this study was designed to: 

• Isolate variables (same content, different domains)  

• Run parallel tests under identical conditions  

• Measure indexing, ranking speed, and position changes  

• Repeat tests across multiple domains and query types  

This approach enables a certain level of accuracy that traditional SEO research typically can’t achieve; while traditional SEO studies often analyze millions of pages, they rarely can explain why those outcomes occur. Controlled testing can. 

What We Set Out to Answer 

Across both studies, we focused on two core questions: 

1. Do gTLDs impact search rankings? 

2. Does domain structure (like URL length) influence ranking performance? 

These are foundational questions for anyone making decisions about domain strategy, branding, or SEO investment. 

What the Data Actually Showed 

1. gTLDs Can Rank, and Rank Quickly 

One of the clearest outcomes from the testing: 

gTLD domains were able to index and rank competitively in Google search results. 

After studying gTLDs like .art, .club, and .design, the study was able to directly compare search results to the traditional .com/.net.org. Findings demonstrated that when it comes to SEO, targeted keywords – and TLDs that match the description – matter. This directly challenges the lingering assumption that non-.com domains are inherently disadvantaged. 

While Google has long said TLDs don’t influence rankings, this study validates that claim in practice, not just in policy. But more importantly, it shows: 

• gTLDs are not a barrier to entry in search  

• They can achieve early ranking visibility  

• Performance is driven by SEO fundamentals, not the extension itself  

2. Early Wins Came from Unexpected Places 

In multiple test cases, certain domains achieved early ranking positions, even when comparable variants did not. 

This reinforces a critical reality of modern SEO: Google doesn’t reward familiarity. It rewards relevance and execution. This implication for marketers and small business owners is significant: 

• Choosing a gTLD does not mean sacrificing visibility  

• In some cases, it may even create cleaner, more targeted domain structures  

3. Shorter, Simpler URLs Showed Measurable Advantages 

The second study focused on URL structure: specifically length and readability. The findings aligned with broader industry data showing that: 

• Shorter URLs tend to correlate with higher rankings  

• Top-ranking pages often have more concise, focused structures  

But what made this study valuable is when the impact appeared; shorter URLs often achieved earlier ranking traction, not just long-term gains. This suggests that URL simplicity may influence: 

• Crawl efficiency  

• Indexing speed  

• Initial ranking confidence  

Not just final position. 

What This Means for Marketers and Small Business Owners 

The implications of this study go beyond gTLDs; they’re forcing a shift in how brand owners and managers think about website and SEO decisions altogether. 

1. Domain Choice Is a Branding Decision, Not an SEO Limitation 

If gTLDs can rank, then the question becomes: 

• What domain best represents your brand?  

• What is most memorable, relevant, and usable?  

Not: 

• “Will people still be able to find me online” or 

• “Will this hurt my rankings?”  

2. Structure Matters 

While TLDs may not directly influence rankings, clarity does. That includes: 

• Clean URL structures  

• Logical site architecture  

• Readable, intent-driven naming  

These are the signals search engines – and users – actually respond to. 

Why This Study Matters Now 

Timing matters. With ICANN’s new gTLD expansion, brands are once again being asked to make decisions about domains, branding, and digital presence. But this time, the landscape is different. We’re no longer relying on: 

• Anecdotes  

• Assumptions  

• Outdated ranking myths  

We have controlled, repeatable data. 

Key Takeaways 

This study didn’t just answer whether gTLDs work. It reframed the conversation entirely. 

• gTLDs do not limit SEO performance  

• URL structure plays a measurable role in early ranking success  

• And most importantly, SEO outcomes are driven by execution, not convention  

The takeaway is simple: the rules shaping search performance today aren’t the same ones marketers built their strategies on years ago. If your strategy is still rooted in those outdated assumptions, the gap between you and your modern competitors is already growing.