Is this information getting a bit overwhelming? Let's back it up for a minute and look at how exactly SEO and Google ranking works on the most basic levels.

Why are Spiders Involved? That's Creepy

The World Wide Web is full of information, and in order to disseminate that information and get it to you as quickly as a search engine like Google does, it needs to index and categorize it. That is where (figurative) spiders come into the picture. These spiders "crawl" the web, indexing the billions of pages, documents, files, videos, and basically everything else on the Web. This information is then ranked by relevance and importance to present you, the searcher, with the most accurate and useful information as quickly as possible.

In order to be considered accurate and useful by these search engines, you need to populate your website(s) with information and keywords that will get you higher on their ranking lists. This is where a custom TLD can come in handy, building in a keyword for you right in your URL. Having a strong domain portfolio of several TLD's, even if they all point to the same landing page, can increase your visibility, too.