Google Says "No" to Generic Keyword Domains

Key SEO Points:

• Brandable domain names are now preferred for long-term search visibility.

• Exact-match domains no longer give a guaranteed Google ranking boost.

• Use keywords in website content and structured data, not the domain name.

• Strong branding and E-E-A-T signals outweigh domain keyword tactics.

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Google Cautions Businesses Against Generic Keyword Domains

Google has recently issued a fresh reminder to small business owners, urging them to think carefully before picking a domain name loaded with keywords. John Mueller, Search Advocate at Google, made it clear that those “exact match” style domains — think bestplumbernyc.com — are no longer the easy win for search rankings that they once seemed to be.

Instead, Mueller recommends putting more effort into choosing a name that stands out, is easy to remember, and works well as part of a long-term brand strategy. A distinctive domain makes it easier for people to recall your business, talk about it, and find it again later.

“I see a lot of small businesses make the mistake of taking a generic term and calling it their brand.”

Why generic domains fall short today

The problem with generic keyword domains is that they often place small businesses head-to-head with major directories, review sites, and large aggregators targeting the same phrases. In those cases, it is far tougher to break through and earn a prominent spot in search results.

A unique brand-based name, by contrast, can cut through the noise. Mueller gave an example: a name like MartinSplittPhotos.com stands out more than a generic description like “best underwater photography.” The brand-driven option is far easier for people to remember, and it naturally creates a stronger link between your business name and your services (source).

Using keywords without losing brand identity

This is not to say keywords should vanish from your strategy altogether. They still have a role, just not necessarily in the URL. Mueller suggests weaving them into website content, metadata, and structured data. Local businesses can also use them effectively within their Google Business Profile, making it clear what they offer and where they operate.

This method enables you to keep your brand identity front and centre, while still signalling relevance to Google.

Why this advice matters more in 2025

Years ago, exact-match domains could give you a short-term bump in rankings, but the Google algorithm has changed, with major updates in 2012 and 2016 weakening that benefit. Ranking factors lean heavily towards user experience, content quality, and the E-E-A-T framework, meaning your reputation, expertise, and trustworthiness matter more than domain name tricks.

A keyword-heavy domain might seem like a shortcut, but in the current SEO climate, it could hold you back rather than help (WebProNews report).

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Benefits of choosing a brandable domain

1. Better recall – People are more likely to revisit a site with a unique, memorable name.

2. Clearer link signals – Backlinks to a distinct brand are easier for search engines to associate with your business.

3. Offline marketing value – If someone hears your name at a networking event, they are far more likely to remember it later.

4. Room for growth – Brandable domains adapt easily if your services or location change in future.

   
   

Tips for small businesses

• Think beyond the keyword: Combine your brand name with a small hint of what you do (e.g., EcoGlowPlumbing.co.uk instead of bestplumber.co.uk).

• Make keywords work harder elsewhere: Place them in page titles, headings, and content, not just in the domain.

• Use your Google Business Profile fully: Add accurate contact info, business categories, and location data.

• If rebranding, plan carefully: Redirect old pages, announce the change clearly, and update all online mentions.