The Truth About Generic Keyword Domains and Your Online Success

Top 5 Reasons Google Says to Avoid Generic Keyword Domains

• Generic Domains Make It Hard to Stand Out

Mueller demonstrates that using generic keyword domains can trap your business in a sea of competitors, including directories and aggregators. Without a distinct brand identity, it’s challenging to carve out your own space in search results.

As he puts it:

“I see a lot of small businesses make the mistake of taking a generic term and calling it their brand.”

When your domain doubles as your brand, there’s little room for individuality—and that lack of distinction can drain direct searches, referrals, and brand recall.

• Generic Names Can Undermine Trust and Memorability

Suppose someone hears about your business at a networking event. They remember they’re pursuing “the underwater photography expert,” but can’t recall the exact URL. Will they type in “underwaterphotosite.com”? Maybe. But if your brand were something like “AquaLens Studios”, they’d stand a better chance of finding you—and remembering you.

Mueller underscores this point:

“If your brand were Martin Splitt Photos then people would be able to find you immediately.” 

Bottom line: brand-rich domains are easier for consumers to remember, share, and search for directly.

• E-E-A-T and Brand Authenticity Matter Now More Than Keywords

In 2025, SEO is less about landing exact match domains and more about delivering Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). As Mueller stated, Google’s algorithms increasingly detect and degrade manipulative keyword tactics.

A recent caution emphasized that keyword-laden domains like “bestplumbernyc.com” can actually harm SEO by signaling manipulation—not credibility. 

To prosper in this growing landscape, you’ll want to build a brand and content that genuinely connects with users—instead of relying on a domain alone to carry your SEO measures.

• Long-Term Flexibility Falls Flat with Keyword-Based Domains

One of the major drawbacks of extremely descriptive domains is that they restrict your ability to pivot or expand. What happens if “bestpotatopeeler2025.com” decides to diverge into avocado peelers, or broader kitchenware? You’ll face a branding nightmare.

That’s why Google’s John Mueller suggests selecting a domain that allows for future growth, even if your name doesn’t instantly scream your specialty. Branded domains give you room to evolve without confusing your current audience.

• Strategic Local SEO Doesn’t Require Generic Domain Names

Many small businesses think that including city or service keywords in their domain is the best way to rank locally. But that’s a fallacy.

Mueller advises using structured content, local SEO best practices, and Google Business Profiles instead. Local targeting can be achieved without sacrificing long-term branding.

Focus on optimizing your content, leveraging location-based keywords in your pages and metadata, and tuning your Google Business Profile—instead of building your identity around a location-specific domain.