Google Warns Small Businesses: Generic Keyword Domains May Hurt Your Search Visibility

Choosing a keyword-rich domain name might seem like smart SEO, but according to Google’s John Mueller, it could actually be doing small businesses more harm than good.

In a recent episode of Search Off the Record, Mueller and fellow Search Advocate Martin Splitt discussed the pitfalls of using generic keyword domains, especially for small service-oriented businesses like photographers and freelancers.

The takeaway? A distinctive brand name can outperform a keyword-stuffed domain—both in search and in the real world.

The Problem With Generic Keyword Domains

The discussion arose when Splitt shared that his photography site uses a generic German term for “underwater photo” as its domain. Mueller responded with a caution that many small businesses fall into a trap:

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

While keyword domains may seem like a quick win for local SEO—think torontoplumber.com or cheapweddingphotography.net—they often place businesses in direct competition with:

• Aggregator platforms.
• Directories like Yelp or TripAdvisor.
• Larger, more established websites targeting the same phrases.

Even if the domain matches the service, it lacks uniqueness—making it hard to stand out in organic results or brand recall.

Why Brandable Domains Work Better

Mueller emphasized the power of a unique brand name. He offered an example:

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

The benefit? When people search specifically for your brand, there’s far less competition, and your site becomes easier to find—even if your SEO isn’t perfect.

Additionally, mentions and backlinks become stronger search signals when associated with a unique name, rather than getting diluted among similarly named businesses.

Word-of-Mouth Marketing Suffers, Too

Generic domains don’t just confuse search engines—they also confuse people.

Imagine someone hears about your business at a networking event but can’t remember whether it was affordabletorontoweddingphotos.com or bestgtaeventphotography.net. With so many lookalikes, you become forgettable.

Mueller explained:

“If you’ve built up a reputation as being kind of this underwater photography guy and they remember your name, it’s a lot easier to find you with a clear brand name.”

This challenge is especially relevant in offline marketing, where branding and memorability carry the most weight.

What About Location + Service in the Domain?

Many small business owners believe including both the service and location in their domain (e.g., miamibathroomrenovations.com) helps with local SEO.

But Mueller’s guidance suggests otherwise. Location and service targeting can be accomplished via:

• On-page content.
• Google Business Profile.
• Structured data.
• Internal linking and metadata.

All without sacrificing a strong, ownable brand.

Editorial Insight: A brand name + SEO-optimized landing pages beats a keyword domain in both UX and long-term search visibility.

Should You Rebrand Now?

Mueller didn’t go as far as to recommend a full rebrand for existing businesses with generic domains, but he did highlight that distinctive, brandable names are more defensible over time.

If you’re still in the early stages of launching a business—or planning to expand your online presence—investing in a memorable brand identity could pay off in:

• Search visibility.
• Word-of-mouth growth.
• Link building.
• Cross-platform consistency (social, local listings, etc.).

SEO Isn't Just About Keywords—It's About Identity

Mueller’s advice is a powerful reminder that SEO is no longer just a keyword game. It’s about creating an identity people can remember, talk about, and search for.

In a landscape crowded with lookalike businesses and AI-generated content, authentic branding is a competitive edge—both for humans and search algorithms.

So the next time you’re choosing a domain, consider this:
Do you want to rank for a term, or be remembered as a brand?