Choosing Domain Names by Google Search Relations Team

In the latest episode of Google's "Search Off The Record" podcast, hosted by the Google Search Relations team, Gary Illyes, John Mueller, and Martin Splitt, they delve into the crucial topic of selecting the right domain name. The episode covers various aspects that website owners and developers should consider when making this important decision.

Here are some key points highlighted in the podcast:

 

Is Choosing a Domain Name Important?

The discussion starts with whether the process of choosing a domain name can impact a website's performance. The experts unanimously agree that while some search principles still apply, choosing the right domain name can greatly benefit a website in terms of business and search.

 

Top-Level Domain Considerations

When discussing Top-Level Domains (TLDs), the team emphasizes two important factors to consider: price and trust. While selecting a domain within your budget is important, they stress the significance of investing in a TLD if feasible.

Search engines tend to trust TLDs more, which can have a positive impact on a website's ranking. Additionally, TLDs are beneficial for websites targeting specific geolocations, such as Indonesia (.id), Malaysia (.my), Australia (.au), and others.

However, the team also cautions against choosing the cheapest domain. Very low-cost TLDs tend to attract spammers, which can cause issues with the visibility of content by search engines. Gary Illyes explains, "We (search engines) probably don’t want to fetch sitemaps from those domains because the spam risk there is just too high."

 

Benefits of Choosing a Pricier Domain

Interestingly, the experts suggest opting for a pricier domain, especially if the domain history is clean and clear. Investing in a clear domain can provide trust and credibility from search engines.

Moreover, conducting thorough research on the domain history before purchasing is crucial to avoid potential problems. Make sure to check if the domain name could affect users' perception on the internet or if it's associated with negative aspects.

 

Content Is King

The Google Search Relations team emphasizes that, above all, content remains the most crucial aspect of a website. Regardless of the domain name, quality, relevant, and valuable content is what supports a website's success.

 

Keyword or Brand?

The debate over choosing a domain name rich in keywords or focusing on the brand is also discussed in the podcast. The experts strongly recommend that keywords aren't the primary focus when selecting a domain name.

Website owners should concentrate on building a strong brand for the long term, as keyword trends can change and evolve over time. Therefore, there's no need to overly incorporate keywords into the domain name.

John Mueller states, "Think long term. Pick one domain name that reflects the brand and use it forever, because the brand will be remembered and associated with your website."

 

Conclusion

In conclusion, the latest episode of Google's podcast provides valuable insights into selecting the right domain name. The team emphasizes the importance of investing in a trusted TLD if possible, avoiding the cheapest domain options to steer clear of spam-related issues, and checking the domain history before purchasing.

Additionally, they stress that content remains the most critical factor in website success, and building a strong brand should be the primary focus, rather than overly fixating on keyword-based domain names.

For website owners and developers aiming to establish a robust online presence, following the advice shared in this podcast can aid in making informed domain name decisions.