Google is urging small businesses to choose distinctive brand names instead of keyword-stuffed domains. The advice came from Search Advocate John Mueller during a recent episode of the company's "Search Off the Record" podcast.
Key takeaways on keyword domains
- Mueller explained that generic keyword domains must compete with large directories using the same terms, making it harder for smaller sites to stand out in search results.
- Unique brand names improve user recall, simplify offline referrals, and help search engines associate mentions and links with the correct website.
- Local visibility can be handled through on-page content, structured data, and a Google Business Profile rather than relying on the domain name.
- Search Advocate Martin Splitt, who joined the discussion, noted similar challenges while reviewing photography sites.
Background
Google's 2012 Exact Match Domain update eliminated most ranking advantages once gained from keyword-heavy web addresses. Since then, company representatives have consistently advised site owners to invest in memorable branding. "Search Off the Record" is a monthly program from the Google Search Relations team that shares practical guidance for web publishers. The latest episode reinforces Google's long-standing position that solid branding delivers better long-term results than short-term keyword tactics.
Source citations
- "Search Off the Record" podcast, May 2024.
- Google Search Central blog – Exact Match Domain update, September 2012.
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