Let’s take a look at the ranking power of domain names that contain keywords and what two Googlers suggest about choosing domain names.
Domain names containing keywords in their domain names are valued for a myriad of reasons, among them an old-fashioned belief that they may help directly or indirectly to rank for purposes.
Choosing a domain name is a crucial element in starting a new site, and it’s essential to select the correct one.
The selection of domain names generally can be divided into three classes:
- Keyword domain.
- Word plus keyword domain.
- Brand domain.
It’s debatable which method is the most effective. The only sure thing is that it’s beneficial to study the subject before making a choice.
Keyword Domains
Keyword domains are domain name that contains keywords within them. A good example is Widgets.com.
Using a domain name that contains keywords will give the impression of authority.
Certain companies have generic domain names and redirect them to their websites regardless of the reason.
For instance, Coffee.com redirects to Peet’s Coffee, an organic coffee roasting company. This makes it simple for customers to find Peet’s.
However, the disadvantage to generic domains for keywords is that “all of the best ones” have already been registered and are prohibitively expensive to get off of an individual domainer.
There is also some web background on general keyword domains.
There was a time when people using the internet typed in the words of a particular item or service they wanted directly into the web browser or search engines. This method was known as direct navigation.
Direct navigation generated significant advertising revenues for those who controlled the domains and “parked” these domains.
The domain was parked, and I ensured that domain names displayed ads and only ads.
The industry of parking domains was made possible by search engines of the day that placed those domain names parked in search results.
Google could rank Burgers.com if someone types an exact query, such as [burgers]] Google could rank Burgers.com.
In 2011 Google cut down on the visibility of parked domains in the results for searches.
Is there any the ability to rank keywords? It’s not anymore; however, John Mueller of Google has something to say about it. Further details on that are below.
Word and Keyword Domain
This is why the most common choice of adding a term to the domain name describes what visitors can expect from the site.
This results in domains like Cheap[name of product/service].com, [name of product/service]Reviews.com, Fast[name of product/service], and so on.
A word and a keyword to create a domain name is not a bad idea to take.
Upside Of Word Keyword Domain
The keyword instantly defines the website’s content and indicates to the visitor what to expect from the site in terms of user expectations.
Looking for reviews? Try [name of product/service]Reviews.com.
The Downside of Word Keyword Domain
The disadvantage of this strategy is that it binds the site to serve a narrow segment and may limit the growth potential.
If you begin as [JoesCameraReviews], it will be difficult to change the site’s focus into reviewing (or offering) different products.
There are numerous websites with keywords in the domain which are highly ranked.
Domains with a brand Domain
A brand-named domain is a domain name that doesn’t have keywords.
Amazon, Zappos, and Etsy are a few examples of brand-name domains.
The great thing about a brand-name domain is that the brand name cannot be a requirement for the type of site it could be about.
Numerous websites with branded domains do not have any issues ranking in the results of a search.
Google Gives Four Perspectives on Keyword Domains
In response to an inquiry in a recently held Webmaster Hangout, Google’s John Mueller offered four insights about the importance of ranking domain names that contain keywords.
Four insights into Keyword Domains and Rankings:
- Keyword domains don’t rank faster.
- Keyword domains aren’t guaranteed to have better rankings.
- Keyword domains have lost their impact on ranking several years ago.
- Keyword domains rank the same way as brand domains.
1. Keyword Domains don't have a Time Advantage
There is a perception that keyword domains can be more likely to rank higher than brand-name domains. However, as per John Mueller, the head of Google’s John Mueller, this is not the scenario.
There’s a perceived benefit when you get keywords via anchor text. It’s been debated for many years. A debate can be argued either way.
Unfortunately, John Mueller’s announcement did not mention this perceived advantage.
This is what John Mueller confirmed:
“…it requires time just as does every other website… Naturally, many websites out there rank for the keywords they use in their domain names. However, they’ve been working on this for many years …”
2. Keywords in Domains don't rank Higher
John Mueller was quite firm in his assertion that keyword domains don’t perform better than brand-name domains.
“Just because keywords appear in a domain’s name does not mean it will automatically get a position for those keywords.”
A lot is involved in ranking, including content, user intention for that content, and hyperlinks. This is a significant factor in determining some keywords within the domain.
Although John Mueller didn’t specifically say that keywords in domain names aren’t an indicator of ranking, he did say that there isn’t any significant advantage to having words in the domain’s domain. That’s a powerful insight.
3. Keyword Domains Have Lost Influence Sometime ago
John Mueller asserted that keyword domains had lost their influence a few years ago.
Here are the words of John Mueller stated:
“…just because keywords appear in a domain name does not mean that it’s going to be able to rank for them. This has been happening for a very, really long period.”
This could indicate an algorithm change from the year 2011 ( official Google announcement here).
In the last quarter of 2011, Google changed its algorithm to include an algorithm to eliminate domains parked from results.
An excerpt from the announcement of Google’s algorithm update:
“This is a novel algorithm that automatically detects parked domains’ presence. They are placeholder sites with no unique content for our customers and are typically packed with ads.
In the majority of cases, we do not want to display them.”
But the belief of keyword domains being superior to brand domains remained in the search industry and even though Google did not give the same boost to keywords.
It is possible to proclaim that there is only a tiny signal. There isn’t anything to back up the theory.
It’s been quite a while since any search engine published research that has included keywords in domains as signals.
We’re living in an age where keywords used in the head titles (H1, H2) are losing weight in ranking.
Modern algorithms do not give any additional weight to titles. This is known and questions the belief that Google keeps giving an explicit ranking bonus to the keywords in a domain.
4. Keyword Domains Ranked the Similar to Branded Domains
Another argument contradicts the notion that the keywords used in a domain’s name provide an advantage in ranking.
John Mueller points out that the domain’s keywords do not have any connection to their current rank:
John Mueller’s declaration on the use of Domains with keywords:
“…it’s quite normal to have them be ranked for these keywords and the fact that they include these keywords in their domain names is irrelevant to their current position.”
Mueller is clear that having the words “keywords” within the website’s name does not contribute to their rank.
Please do your research on a domain name Prior to Utilizing It
It’s always recommended to research the domain name to determine whether it was registered before and how it was employed.
Rarely an internet domain that was intended to promote spam could get caught in a Google algorithm loop which causes it to be blocked for a whole month before being allowed to be let go for a few days after which it is banned for a second time which stops the site from ranking higher than second page of results.
For more information about the penalty for legacy domains, go to Google’s algorithm bug that puts Websites in a Limbo State.
SEO Benefits In Keyword Domains
There are several benefits when you have a keyword within the domain name. But SEO is not the only benefit, as Mueller clearly explains.
“…that they include as part of their domain is irrelevant to their current rank.”
Stand Out with Your Domain
It is best to pick one that stands out. It could be using a keyword, or it could be associated with a brand.
In a webmaster guide video in 2011, the former Googler Matt Cutts recommended that selecting an appealing domain name is a good choice in specific scenarios.
Matt Cutts advised:
“For instance, if you have 15 sites on Android and they all include Android, Android, Android, Android, it’s going to be challenging to remember. It’s also challenging to make a difference and stand out from the noise.
In contrast, if you’ve created something more memorable, people will remember it. They’ll be able to return to it. Even on TechCrunch and TechCrunch, nothing there declares “tech news.”
Takeaway on Domain Names
There are pros and cons to the various types of domain names you can use for your website.
If the company wants to allow for wiggle room to expand into a more prominent subject or even a brand, then a domain that isn’t as devoted to a specific topic or branding is a good choice.
Naturally, one could begin with a narrow domain name and modify it later. But this can lead to other websites deciding to link to the website and users losing interest.
Therefore, the best suggestion is for the company to look at what it is trying to accomplish right now and what impression it hopes to give visitors and what message the domain name tells the person visiting the site, and how the domain name will fit into the future direction of the business.
In the case of ranking, it is clear that there’s no search engine-based benefit for a domain name, making a choice slightly more straightforward.
