With the rise of new TLDs, organizations are moving to extensions that match their niche. For instance, photographers are adopting .photography. Media houses are going for .news, and jewelry sellers are now using the .jewelry. As the new trend takes shape, for you to rank better, you must follow suit. Even though Google does not consider the part at the right side of the dot as a ranking criterion, you should never forget that its ultimate goal is to give online searchers relevant results. In this essence, a niche-specific domain extension and high-quality content mean that you will rank better in the search engines. Hence, your extension is a magnetic force that attracts visitors and woos the ranking robots to give you a better rank depending on the domain name extension you end up choosing.