As you know, domain names have "extensions" or "TLDs" (Top Level Domains) — .com, .net, .org, .gov, .edu, .biz, .info and so on.  Less well known to many Americans are country code extensions — .us (USA), .mx (Mexico), .in (India), .cn (China), .jp (Japan) and so on.  Most of these are off-limits to ownership outside of the country in question, but there are exceptions — including .mx and .in. 

These two extensions can play an important part in your marketing and business development strategy for two reasons.  First, Mexico and India are emerging markets, and so they offer much greater growth opportunities than the more mature and saturated market of The United States.  You can often gain customers new to your category, instead of having to wrestle competitors for existing customers..

How Google strategy affects country-code domain name value

The second advantage of country code domain names is search engine behavior.  Google pays attention to location, because it's important to users.  Just drop the word pizza into Google — you'll probably get listings for your locale, even though you didn't ask for that.

And if the user is in Mexico, Google will give a boost to .MX domains, because in a specific country, Google favors domains that have the "cc TLD" or "country code TLD" for that country — that is, in Mexico, Google will favor domains with the extension or TLD, ".MX".

This is such an important point that we think you ought to hear it directly from Google.

Once .MX — a relatively new TLD — becomes well established, a .MX domain will likely be much more valuable than what are often considered the second-tier TLDs — .ORG, .NET, .INFO, .BIZ, .US — because these TLDs will never be the primary TLD anywhere.  (In the US, .COM will always be primary.)  But quite soon, .MX will be the primary TLD in Mexico.

So if you want to market in Mexico, you need appropriate .mx domain names.