Google’s John Mueller recently participated in a lively discussion on Mastodon regarding domain names and SEO. The discussion began with a question about whether using a dash (-) in a domain name is recommended. During the conversation, the topic of keywords in domains was also addressed. Mueller stated that while dashes are acceptable in a domain name, they are only minimally better for SEO than underscores. He emphasized the importance of choosing a domain name that aligns with your brand and recommended against using spaces, commas, colons, etc. in URLs.
Keywords in Domain Names
In response to Mueller’s statement, someone expressed the opinion that a domain name with keywords is more beneficial for SEO compared to one without keywords. They argued that a domain name containing relevant keywords could potentially improve click-through rates in search engine results pages (SERPs). For example, a domain with the word “health” may receive higher click-through rates if it also includes related keywords like “med,” rather than a domain with the word “mart.”
However, it’s worth noting that many successful websites have brand names incorporated into their domain names rather than specific keywords, and they still rank well.
Keyword in Domain vs. Keyword on Page
Mueller responded to the argument by stating that from a branding or marketing perspective, a domain name with keywords might be more memorable in offline advertising. However, he believes that the SEO impact of a keyword in a domain is less significant compared to the mention of that keyword on a page. He questioned whether it is still worth focusing on such small factors, as SEO professionals sometimes tend to do. Mueller pointed out that SEO strategies should prioritize more impactful elements.
Changing Ranking Factors
Two decades ago, keywords in domains, titles, and headings held greater importance as ranking factors. However, with advancements in search engine algorithms and technologies like natural language processing and BERT, ranking factors have evolved. Mueller acknowledged that search engines now prioritize a wide range of factors beyond simple keyword inclusion.
Unveiling the Black Box
The discussion participants highlighted the challenge of accurately understanding Google’s algorithm, often referred to as a “black box.” While it’s possible to observe inputs and outputs, the inner workings remain mysterious. One person affirmed that they have seen the impact of keyword domains on ad rankings in Google AdWords but could only assume the same applies to SEO. Another person wondered if Google should eliminate any perceived bonus given to domains with keywords.
Addressing this perception, Mueller raised doubts about the effectiveness of keyword domains in isolation. He suggested that any perceived benefits may stem from a combination of factors rather than solely the presence of a keyword in the domain. He mentioned that while keyword domains can be cool for branding and memorability, they don’t provide a measurable SEO advantage. Furthermore, he emphasized that anyone can purchase a domain name, so it’s not necessarily a reliable indicator of relevance.
Ultimately, Mueller’s comments highlighted the challenges of measuring the impact of a keyword in a domain due to the complex nature of search engine algorithms. He encouraged SEO professionals to focus on more practical and measurable strategies for optimal results.
To read the full discussion on Mastodon, click here.
Featured image by Shutterstock/bodnar.photo
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