Straight from the horse’s mouth: don’t expect an SEO benefit from your new TLD.
Yesterday Adrian Kinderis, CEO of new TLD registry services provider ARI Registry Services, published a piece saying that new top level domains will automatically be favored by Google over .com:
Will a new TLD web address automatically be favoured by Google over a .com equivalent? Quite simply, yes it will.
While many people scoffed at this, it was still open to debate.
But now Matt Cutts, Google’s search quality czar, just shot this down on Google+:
I read a post by someone offering new top-level domain (TLDs). They made this claim: “Will a new TLD web address automatically be favoured by Google over a .com equivalent? Quite simply, yes it will.”
Sorry, but that’s just not true, and as an engineer in the search quality team at Google, I feel the need to debunk this misconception. Google has a lot of experience in returning relevant web pages, regardless of the top-level domain (TLD). Google will attempt to rank new TLDs appropriately, but I don’t expect a new TLD to get any kind of initial preference over .com, and I wouldn’t bet on that happening in the long-term either. If you want to register an entirely new TLD for other reasons, that’s your choice, but you shouldn’t register a TLD in the mistaken belief that you’ll get some sort of boost in search engine rankings.