Domain names registered in new gTLDs are not treated any differently to the gTLDs that existed prior to the launch of hundreds new gTLDs, such as .com or .org, Google have advised on their Google and Your Business blog. “Domain names with new endings are shown in search just like any other domain name.”
In the blog post, the example given is “if you search for the business Coffee Club, you will find their URL coffee.club.”
The blog post also addresses the issue of if a registrant moves their domain to a new gTLD, will their customers be able to find them.
The response is “Yes, of course! Whenever you move your site to a new domain name, whether it ends in a .com, .company, or something else, it’s important to follow the four steps outlined here to make sure Google is properly aware of your new site. Please be aware that it takes time to be fully processed in Google Search, but once it is, your new domain name is expected to work just like your old domain name. If you are still having issues, we encourage you to visit the Webmaster help forum.”
The post gives three reasons to use a new gTLD. One is brand identity. New gTLDs such as “.photography and .accountant help businesses tell the world who they are and what they do.”
Another is brand protection. And the last is for promotions. New gTLDs can be used “for marketing and promotional purposes. A company with a social media contest, for example, might create a contest website with a .social ending that would only be used for the duration of the contest.”