Ranking pages based on keywords is nothing new in the Google universe, but did you know that the words in your URL are considered keywords, too? Take a look at the search results for "coffee club"; as you can see, Google took into consideration the words in the domain name itself when ranking the sites that we saw. In particular, it ranked the domain with the custom TLD, coffee.club, on the second page - a very high organic hit for a website.

You might be asking yourself, "Self, I already know this. I can make a long URL that includes a number of keywords in order to rank higher in Google. Why do I need to use a new TLD for that?"

The answer is simple: would you rather direct your customers to a simple, clean, memorable URL like coffee.club, or ilikecoffeeandsodoyousoletsformacoffeeclub.com? Not to mention the fact that a domain like coffeeclub.com would be long gone - probably purchased many, many years ago. So why settle for a domain name that "sort of" represents your business (but not really)?