I'm interested in creating a domain hack, using the .es ccTLD. If the website does not target Spain, is this advisable? I've seen URL shortening services use ccTLDs to provide shorter URLs, however their main website (i.e. bit.ly as bitly.com), uses a standard .com TLD.
If I do use an .es ccTLD to pluralize an English word for an English website (i.e. branch.es), would this hurt SEO? I don't want search engines (or people, for that matter) to think the website is in Spanish, and to only serve to those who speak Spanish instead of those who speak English.
Any insight you may have would be helpful. Thanks for your time and help!