In a recent thread on Reddit, Google Search Advocate John Mueller cautioned against the use of keyword-rich domain names, highlighting several reasons why they may harm a website’s long-term success.
Firstly, such domains can be associated with spam, as spammers often use them to manipulate search rankings and attract unsuspecting visitors. This can damage a website’s reputation and drive away potential customers.
Secondly, keyword-rich domains can make it harder for a business to change its focus or expand its offerings, as customers may find it difficult to trust the website as a reliable source for other products.
Thirdly, a website with a keyword-rich domain lacks a brand name, which can make it easily forgettable or confused with similar websites. This can damage customer loyalty and hinder a website’s long-term success.
Fourthly, there’s no business name for customers to search for, which can make it challenging for a website to attract long-term customers looking for a specific business name.
Lastly, a website with a keyword-rich domain name always competes with other websites with similar keywords. In contrast, a website with a unique brand name can build a loyal customer base that returns to the website regardless of where it appears in search results.
According to John Mueller:
I’m not a fan of keyword-keyword domains, but YMMV. Random thoughts:
everyone thinks you’re a spammer changing business focus, or even expanding, is harder you have no brand name, there’s nothing that people can search for which “obviously” should show your site. You’re always competing, you’re not building value with long-term users.”
In short, building a solid brand identity with a unique domain name can be more effective for building customer loyalty and growing a business, rather than relying on keyword-rich domain names that may harm a website’s reputation and long-term success.
