Google’s John Mueller answered a question on Reddit about the ranking advantage of using keywords in domain names. Mueller confirmed that there are no SEO bonuses for keywords in domains, and listed reasons for not using keyword-based domains.
Mueller lays out valid reasons why keywords in domains don’t provide ranking bonuses and why choosing these types of domains can backfire. However, there are still (non-SEO) related reasons why keywords in a domain are still a valid option.
keywords in the domain name
There are many reasons why some SEOs recommend using keywords in a domain. It’s been said that when someone links to you with just a simple URL, keywords will act as anchor text and affect Google rankings.
But John Mueller has explained that Google knows the difference between plain URLs and anchor text, and Google doesn’t use keywords in plain URLs.
Others say that keywords in a domain help with SEO because keywords help Google understand what a site is about. But his recent answer on Reddit discredited the idea.
Something to consider is that the idea that keywords in a domain help SEO is not supported by any research papers or patents.
The idea that keywords in a domain name are useful for SEO is just an opinion with no real basis (other than anecdotal statements) to back it up.
However, keyword-based domains may be desirable for some valid non-SEO reasons.
How will Google rank domains based on keywords?
People on Reddit asked how Google would rank various keyword-based domains.
“How will Google rank the following domains: web-design.com, web.design, web-design.net?”
Google’s John Mueller provides his insight into how Google handles keywords in domains.
Mueller replied:
“No difference. No difference if you use sabertoothed-hedgehog.com.”
Choose a long-term domain name
Mueller next suggested that it might make sense to choose an area that might outlast a change in focus.
Amazon is a good example. Amazon started out as an online book seller and was able to transition to selling just about anything because its domain name wasn’t specific to books.
Many of the earliest SEO agencies started out as web design companies. When they finally moved from web design to SEO, they also had to change the domain name.
Another example is how trends change, so it sounds trendy at the time, like adding “media” to the end of an SEO company name may sound tired or cliché in a few years.
John Mueller recommends choosing a domain name that will survive changes in business models and trends.
He continued his answer:
“Choose a domain name that you can build over the long term.
Maybe you’re doing web design now, but what will you be doing in 5, 10 years?
Choose something that will allow you to grow, or choose a domain name that is more of a brand where you can build it and people can find you directly (this is my advice).
Future Proof Your Business
Mueller went on to explain how changing a domain name or reorganizing a website is a hassle because of the increased focus on the site.
Some sites start by focusing on one topic, which is fine. But giving yourself room to grow is always a good idea.
For example, if a TV rating site has the words TV and Review in its domain name, it may be difficult to transition to being a well-known sound bar review site.
Mueller explains why picking a domain that can grow with your website is a good idea.
John continued:
“Creating separate sites for sub-business ideas is cumbersome, merging sites is more cumbersome, and moving domains is cumbersome.
All of these things take a lot of time, some money, and so on. Pick something you want to keep longer, that will give you space. “
There is no SEO bonus for keyword domains
Mueller then moved on to explain how using a keyword-based domain name has no SEO rewards.
John explained:
“Including keywords in your domain name is not a secret (or overt) SEO bonus.
(For those with “but keyword domains rank well” – of course, you can also use domains that contain keywords to rank well.
But you can also rank well with other domains, and a domain won’t rank well just because it has keywords. )”
Are Keyword Domains Worth It?
We know that keywords in a domain name can limit the scope of a domain in the future and lock that business into one topic.
But in my experience, if you’re building an affiliate site based on PPC traffic, using keywords in your domain can help with conversions, and you can use A/B testing to scientifically test which domain name performs best.
Generic keywords can also be useful.
Keywords in your domain can signal to potential visitors that your website has what they are looking for.
Both of the above reasons are not directly related to SEO. But they are valid reasons people might consider using a keyword-based domain.
But these considerations must be balanced with advice shared by John Mueller and the understanding that keyword-based domains may limit business growth.
John Mueller highlighted the following points:
- There is no ranking bonus for keywords in the domain
- Keyword-based domains may limit your business growth
- Moving to a new domain is a huge hassle
- Choose a domain name with growth potential
Ideally, when starting a business, the idea of eventually expanding to other products should be in the business plan.
So even if you’re starting out as a pillow company, giving your domain a brand type name will help open the door to the potential to grow your business into something more than a pillow e-commerce site.
