These days you can get a gTLD (Generic Top Level Domain) with almost any name. Since the early 2000s, it’s been difficult to get your hands on a decent top level domain (.com, .net, .org). Many of these were purchased and parked mostly for this exact scenario, so these barons could hike up the price and sell you a prime .com domain that you want for the relevance to your purpose, and one that garnishes recognition from your target audience.
Some popular gTLDs have been around for a long time include .mobi, .tv, .biz, and more, but more are being formed continuously. Many new ones include .online, .xyz, .global, .tech, .news, and pretty much anything else imaginable. These gTLDs are great tools for anyone wishing to achieve a branding or public image goal.
There are still many valid .coms, however. You should always start your search with top-level domains before moving onto gTLDs. A great rule of thumb is to seek a top-level domain and redirect all of your other gTLDs to the main domain. This achieves a web-presence monopoly insofar that anyone searching for something remotely related to your company will index many sites and redirect them to your .com. As long as your main site isn’t predatory or malicious in nature, this won’t negatively affect your SEO.
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