Consider Your Target Audience
The location of your business, or more often, the location of your target audience can be a major factor in your choice of a TLD. Think about whether you want to attract local visitors and if you need to consider the geographical location of your business before choosing your domain extension. Are you targeting a single country or town, or are you planning to go international? Country Code TLDs (ccTLDs) are the best choice if you need to market your site's audience to a particular geographic region.
There are over 200 ccTLDs available, so you shouldn't have much trouble finding one in your desired area. If you want to sell products in only one country, like Canada, where you will have Canadians as your target audience, then you should think about choosing .ca. Google will then understand that your goal is to rank higher in Google.ca. If you have an international target audience then, store that sells products worldwide, choosing a .com, .net, .org or .com (the most used TLD), would be the best solution.
A distinct advantage to using your local ccTLD is that they are more widely available than .com and what's more, you don't have to operate in the host country of a ccTLD to own a specific country domain. This means you can purchase them from anywhere in the world and your site will pop up more often in searches relevant to their location. This is ideal when you are offering a localized version of a product or service.
The internet has transformed into a global marketplace. Your business might be in the United States, but anyone across the globe can view what you've got to offer. That said, in most cases, people and companies don’t need this kind of global reach. If you operate a neighborhood restaurant or run a local gardening club, for example, you are trading locally and will benefit most from local TLDs.
Local SEO is on the rise as google favors local sites targeting a specific geographical area. Hyperlocal TLDs for particular cities have seen many websites swap from .com to a domain extension that reflects their exact location. .Berlin, .Paris, .London, and .NYC are all now available. These suffixes are still relatively new, which gives you a better chance of finding the domain you’re looking for.
Target different languages
Another way to target a particular audience is using internationalized domain names. IDNs allow you to use country specific characters in core languages and scripts; for example, Cyrillic script.
It's important to use IDNs with great care. Indeed, they will appeal to a specific group of people but will make it more difficult to reach a wider audience, so limit the use of IDNS unless you want to focus your attention on a specific group of people.