Choice of domain name in the digital marketing and search engine optimization (SEO) world can have great influence in making your business visible. In this case, Google John Mueller has recently warned businesses, especially those that are small in size against the most popular trap of having generic keyword domains. Although the idea might appear like a short comfort roundabout to high search ranks, using generic word domains might have the effect of stalling your business in terms of its growth and be easier to lose land in a flooded market. This blog will discuss the reasons why Google warns companies about generic keywords domain names and why a memorable brand name is highly important in brand long-term success.
At what reason Google Warning to Businesses of Generic Keyword Domains
In an episode of Search Off the Record, John Mueller of Google talked of the risk of adopting generic keyword rich domains. Although the temptation for small business owners to purchase a domain related to services or the presence at the premises they provide to people may seem to enhance searchability, as Mueller clarified it tends to have a different outcome altogether by creating a situation of too much competition against the established directories and aggregators.
As an example, a photography company that settles on a domain name such as underwater-photography.com might get to hinder the competition with large websites that claim popular keyword, as directories and larger sites that have already become well-established in their search position. Consequently, although the domain directly correlates with the service, the brand does not compete well on the market.
The Obstacles of Generic Domains of Keywords
Though employing a keyword in your field can be considered an easy and convincing SEO technique it has its disadvantages:
Excessive Choice: By using a generic keyword name, you would be joining a flooded market with many other companies competing against each other using the same keywords. You are up against aggregators and directories plus other established authoritative sites with many years of SEO benefits.
Weak Brand: Brand recognizability may be restrained when using a generic domain. Possible customers could not relate with your business to the keyword unless they come across your name frequently in various platforms.
Lost Opportunities to Word-of-Mouth: Customers that are told about your business offline and do not remember your domain or have an easy time remembering your domain later will have a difficult time finding your site. Can easily be recollected and one is always more likely to mention the name of a memorable brand when talking informally.
Distinguished brand name advantage
John Mueller recommends that businesses focus on quality, distinct, brandable domain names rather than generic keyword intensive names. The use of a unique name enables businesses to be differentiative over their rivals and establish a recallable brand in the market.
1. The business is more memorable and simple to locate: such a business as Martin Splitt Photos would be much easier to locate and memorize than a generic keyword domain. Gradually, when people get to know your brand, people will start perceiving your name as related to your product. This minimizes cases of confusion with other companies and firms of similar names in search resumes.
2. Enhanced Brand Authority: Unique brand name will help you to develop your reputation. The first is that when your brand name gains mentions, back links and traction on social media, then it becomes a better signal to search engines. This will bring higher ranking chance and competition will be minimal as regards to the name of yours in the search results.
3. Increased Marketing Flexibility: Unique brand name leads to augmented ease of offline as well as online marketing in old-fashioned technique. The word-of-mouth will be more effective because the name of your business is likely to remain in the mind of people.
Keywords Domain Misconceptualization in Local SEO
It is often supposed that by incorporating any services or locations keywords into a domain name, one would enhance local Search Engine Optimization rankings. Although this can be viable to some, it seems that the advice given by Mueller has the possibility that businesses are able to implement local SEO successfully despite the use of generic domain names.
Here’s why:
Local Targeting Using Content and Structured Data: Google has optimised its algorithm such that it formulates relevance specific to the area by use of content and the structured data as well as GBP optimisation. A location keyword (in your domain name) is not required in order to rank high in a local search.
Google Algorithm Is More Intelligent: Google is being constantly refined and its algorithm now takes a lot of other things into consideration rather than domain name. As an example even though the business information across the web is not consistent your on-site optimization of local keywords can improve the local ranking of your site.
At what Point should you Rebrand?
Although John Mueller did not suggest that businesses, which already use generic keyword domains, should completely rebrand the companies, one should understand that long perspectives should be discussed regarding brand expansion. The advantages of a memorable brand name with a significant difference over any momentary SEO advantages of keyword rich names are overwhelming. And, when you are on the point of choosing a field to manufacture a new business, do not think only of the SEO. Think of the way then your brand name will be clicked on by the audience and how it can launch you above the others.
The Importance of Unique Brand Name to the Small Businesses
Branding is it all to small businesses. An exceptional and catchy domain is part and parcel of creating a business identity in terms of supporting SEO as well as enhancing your marketing.
1. It is Simple to Establish Authority: The name of your domain could ultimately grow into the important facet of your marketing program. By having a brand name that is clear cut, you would be able to have a brand presence that portrays the backbones values, services and mission of the business.
2. Long term Longevity: Keyword domains can serve the short term, but are usually more difficult to maintain over the long term. As the search engines develop and the competition grows, having a unique brand name will also keep your business updated with the current times.
3. Improved User Experience: A distinctive brand name which is easy to recall, spell and remember by the user will create a good user experience towards your customers. When your business name is the same as your domain, it will be easier to locate you in various platforms including social networks and even in internet searches.
Conclusion: The worth of a distinctive domain name to small firms
It is clear, as Google expert John Mueller has put across, that small businesses intending on growing long-term SEO success should focus on unique, memorable brand names rather than ordinary keyword domains. Although the use of keyword rich domains may offer partial benefit in a short term ranking perspective, it may cause unhealthy competition and provide obstacles to brand recognition. When businesses select this unique space, they are able to define their brand, enhance their search value and connect further with their audience.
Choosing a field to put up your business in, do it long term. Be selective of a name that embodies your brand, connects with your prospective customers, and that would become noticeable within the competitive digital environment. In this way, you will provide your business with the optimal opportunity to be successful not only in terms of its search but also in the perception of their potential consumers.
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