By &#x27;non standard&#x27;, do you mean the new ones like .club, .online, .global or just any extensions that are not .com, .org or .net?<p>(a) Brand new extensions - it will depend on whether Google considers the specific tld as a global tld (like it does for .io and .co). If so, then ranking in the search results may not be a problem.<p>(b) Global extensions like .io, .co - there are ample examples of startups that have used an &quot;io&quot;, &quot;co&quot; or &quot;ly&quot; domain extensions. customer.io, intercom.io - startups are better of buying a $50 domains name, than spending hundred of thousands of dollars on getting the .com version of a popular word.<p>Traffic Penalty: There will be some loss from type-in traffic. But people have been posting domain names directly in the search engines, so its likely that type in traffic has decreased substantially. I see this as not being important in the future.<p>Trust &amp; Brand Penalties: If the customers are not early adopters, then there might be a trust penalty as very few people have even heard of the new domain extensions.