Content revised 21 October 2026.
A .co address should be assessed as a business naming choice. Check recognition, ownership and renewal terms rather than choosing it because it sounds fashionable.
Test the name
Ask people to hear and type it. Consider confusion with a similar .com address, email use and the languages your audience uses. Availability changes, so a historical claim that short names are easy to obtain is not a purchasing guide.
Review the terms
Check the registrar, renewal price, account ownership and any applicable registration rules. A short address does not automatically create brand trust or search visibility. Compare the complete domain cost rather than the introductory price alone.
Protect an existing site
If the business already has an established domain, weigh a rename against email, links and migration work. Plan redirects and verification where necessary. A domain extension is not a guaranteed ranking shortcut.
Official guidance: Google website naming foundations.