When a company selects a URL for its official website, there are two things it has to keep in mind. The keywords used should be applicable to an overall keyword strategy, and the name itself should be memorable enough for clients to remember. For the past decade or so, the top-level domain (TLD) ".com" has been considered one of the most prestigious and has been preferable for business pages.
However, the Internet Corporation for Assigned Names and Numbers (ICANN) is set to create dozens more TLDs in the coming year. This presents an interesting opportunity for companies to rebrand themselves and pick better website URLs if they so choose, but it doesn't give the search result boost that some people seem to think it will.
Some companies, such as ARI Registry Services, have been encouraging readers to adopt a new TLD because of the SEO boost they supposedly give. According to Google software engineer Matt Cutts, there is no inherent benefit to selecting a new domain. Some URLs that contain favorable keyword combinations or descriptive phrases may become available for organizations that have been waiting for them, but standard search engine marketing strategies are still needed to increase traffic and drive more leads.