In a recent discussion, Google’s John Mueller alerted small businesses to a common pitfall: the choice of generic keyword domains can hinder their online search visibility. This insight came during a podcast episode of Search Off the Record, where Mueller and Search Advocate Martin Splitt tackled the challenges faced by photography websites.

The Dangers of Generic Domains

Mueller emphasized that many entrepreneurs fall into the trap of using a generic term as their brand name, mistakenly believing it will enhance their visibility. He pointed out that opting for keyword-rich domains can lead to fierce competition with established directories and similar sites, diluting their online presence.

Stand Out with a Unique Brand

Contrasting generic names with unique business identities, Mueller shared an example: a brand named 'Martin Splitt Photos' would be instantly recognizable and easier for consumers to find. He argued that a memorable brand not only reduces competition in search results but also enhances the clarity of mentions and backlinks from other sites.

Missed Marketing Opportunities

Choosing a generic keyword domain can also impair offline marketing efforts. Mueller warned that if someone hears about a business but can’t recall its exact generic name, locating it later becomes troublesome. A memorable brand name aids in word-of-mouth referrals, making it easier for potential clients to reconnect.

The Bigger Picture

For service providers like photographers or event planners, many may believe that including their service and location in a domain name would boost local SEO. However, Mueller urges that strategic content, structured data, and optimization of Google Business Profiles can effectively achieve this without sacrificing a distinctive brand.

Looking Towards the Future

While Mueller did not recommend immediate rebranding for existing businesses, he stressed that choosing unique, brandable domain names can provide long-lasting advantages in both search and marketing realms. For businesses contemplating their next domain, investing in memorability and differentiation far outweighs any short-term gains from generic keywords.