The Importance of Domain Names in SEO: Insights from John Mueller

In a recent discussion on Mastodon, Google’s John Mueller engaged in a lively conversation about domain names and their impact on SEO.

One topic that arose was the use of dashes (-) in domain names and whether they are recommended or not.

Mueller shared his opinion on this matter, along with other insights related to keywords in domain names.

Photo by Markus Winkler on Unsplash

Here are the key points from Mueller’s contribution to the discussion:

1. Dashes in domain names: Mueller stated that using dashes in domain names is fine. However, he emphasized the importance of choosing a domain name that reflects your brand in the long run, rather than simply collecting keywords. He also mentioned that dashes are minimally better than underscores for SEO purposes in URLs, but advised against changing URLs solely for this reason. Additionally, he cautioned against using spaces, commas, colons, or other special characters in URLs.
2. Impact of domain names on SEO: Mueller made it clear that your domain name alone will not make or break your SEO efforts. While someone in the conversation suggested that having keywords in the domain name can be beneficial, Mueller disagreed. He pointed out that from a branding and marketing perspective, having a keyword in the URL might make it easier to remember in offline ads. However, he believed that any SEO effect from keywords in the domain name is likely overshadowed by the mention of those keywords on the page itself. Consequently, he questioned whether it is worth focusing on this aspect too much.
3. Evolution of ranking factors: Mueller acknowledged that there was a time when keywords in domains, titles, and headings played a significant role in ranking factors. However, he highlighted that things have changed drastically with advancements in technologies like natural language processing and BERT. Consequently, ranking factors no longer hold the same weight as they used to.
4. The black box nature of Google’s algorithm: The conversation veered toward the black box nature of Google’s algorithm, referring to how it is impossible to know with certainty which features of the input contribute to the output. While some participants speculated about the existence of a “keyword in the domain” bonus for SEO, Mueller expressed skepticism about its effectiveness. He argued that it would be strange to provide an SEO bonus based solely on a keyword in a domain since anyone can buy a domain name, and it is not necessarily indicative of relevance.

In summary, John Mueller’s insights suggest that while having a keyword in your domain name might have some branding benefits and aid memorability, it is unlikely to provide a significant SEO boost. The conversation on Mastodon underscored the challenges of understanding the inner workings of Google’s algorithm and the evolving nature of ranking factors.

Please note that this analysis is based on a discussion on Mastodon and reflects John Mueller’s perspectives on domain names and SEO.

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