Google’s John Mueller is cautioning small businesses against relying on generic keyword domains, explaining that while they may seem like an easy SEO shortcut, they can actually hurt your long-term visibility.

During a recent Search Off the Record episode, Mueller discussed how many business owners—especially in industries like photography—fall into the “generic domain” trap. This happens when they choose a domain name made up of common keywords for their service (e.g., bestplumbernewyork.com) instead of building a unique brand name.

Why Keyword Domains Can Backfire

Keyword-heavy domains often face intense competition from directories, aggregators, and other sites targeting the same phrases. Even if your domain perfectly matches the service, it’s difficult to stand out in search results.

The Power of a Distinct Brand

A unique, memorable brand name makes it easier for customers to find you directly. It also helps search engines clearly associate links and mentions with your business, reducing confusion with similar sites.

For example, “Martin Splitt Photos” is instantly more identifiable than a generic “underwaterphotography.com,” especially when customers are trying to recall your business later.

Missed Word-of-Mouth Opportunities

Offline marketing also suffers with generic names. If someone hears about your business at an event but can’t remember the exact keyword-based name, they’re less likely to find you later. A distinctive brand sticks in people’s minds.

You Can Still Target Local Search Without Generic Domains

Mueller emphasized that location targeting can be done through high-quality content, structured data, and an optimized Google Business Profile—without sacrificing a memorable brand name.

The Bottom Line

If you’re still in the process of choosing a domain name, consider the long-term advantages of building a strong brand identity. A distinctive domain can improve recognition, make marketing more effective, and give you an edge in search results—far beyond what generic keywords can deliver

SEO Guru NYC understands the importance of building a strong, distinctive brand in today’s competitive search landscape. Our SEO services in New York are designed to help businesses move beyond generic keyword strategies and create lasting visibility through brand-focused optimization, high-quality content, and local search expertise. Let us help you stand out, rank higher, and attract the right audience—without sacrificing your unique identity. Contact us today to start building your brand’s online presence the smart way.