Google have made it clear over the last few years that keywords in a domain name will not help that website rank for that keyword. This was a deliberate move to reduce keyword stuffing, like www.backneckshoulderhipkneepainphysio.com. But it is not that simple because experience shows that some domain names just tend to work better in the rankings. And when your domain name helps your search engine ranking, that’s like getting search engine optimisation (SEO) benefits for free.
For example, we did a little test by searching the words ‘project’ and ‘physio’. As you can see in the image above the result was that the domain www.project.physio scored the first two highest rankings, followed by www.project-physio.com and www.projectphysio.net. This is a big deal because it means the website www.project.physio is about 50% more likely to be clicked on than the others on the list just because of its higher ranking.
Whilst Google insist that domain names are not a major ranking factor, they obviously still impact a websites SEO. Using a mix of relevant and branded words to create a short, memorable, and click-worthy domain name, significantly increases your chances of ranking higher in search engines. Conversely using exact-match keywords and over-optimising your domain name can make your website look spammy and will decrease your chances of ranking well. The key lies in striking the right balance.
The right domain name, like www.project.physio can provide:
- high click-through rates,
- perceptions of trust and authority,
- competitive edge over opponents,
- more brand potential, and
- positive user behaviour.
All of which have an impact on the search engine rankings
Choosing your domain name should not purely focus on SEO; instead, your domain name choice should focus on what your website is offering. If your domain name accurately reflects your website and brand, that in itself will produce an SEO improvement.
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