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“Everyone thinks you’re a spammer” if you buy keyword domains, says Googler

Kevin Murphy, February 16, 2023, Domain Sales

A veteran Google “Search Advocate” has said he’s “not a fan” of keyword-rich domain names, partly because they’ll make people think you’re a spammer.

John Mueller responded to a Reddit thread from a user wondering whether it’s worth splashing out $2,000 on a two-keyword .com domain for his new business.

Mueller responded, according to Search Engine Roundtable and Search Engine Journal:

I’m not a fan of keyword-keyword domains, but YMMV [your mileage may vary]. Random thoughts:

everyone thinks you’re a spammer

changing business focus, or even expanding, is harder

you have no brand name, there’s nothing that people can search for which “obviously” should show your site. You’re always competing, you’re not building value with long-term users.

Bing: domains just not that relevant to SEO

Kevin Murphy, January 20, 2014, Domain Tech

Anyone who thinks that having a exact-match keyword domain automatically promotes their web site to the top of search results is in for a rude awakening, according to a top guy at Bing.
In a blog post, Bing senior product manager Duane Forrester tried to debunk the “myth… That merely having a popular keyword in the domain will help that site, regardless of content, rank on the high volume keyword”.
Forrester wrote:

Ranking today is a result of so many signals fed into the system the words used in a domain send less and less information into the stack as a percentage of overall decision making signals.
…
There are no shortcuts. Even the new generic top level domains (gTLDs) coming out near the end of February will be treated in this manner. Domain spamming isn’t new, so sites that provide value, are relevant and that people like will rank as usual. They won’t rank “just because” they have certain words in them, and thinking that keyword stuffing a domain (think: cars.cars) will give you an edge is dangerous.

Forrester’s post is not a condemnation of keyword domains, however. He does not deny that the domain is one factor Bing takes into account in rankings, albeit one of very many.
Rather, it seems he’s trying to point out that it’s possible to get decent search traffic even when your domain has nothing to do with your content (he gives satire site The Onion as an example).
His overall message is that creating good content is the way to get good SEO, something that will come as absolutely no surprise to anyone who’s been paying attention to the pronouncements of search engine companies for the last several years.

ANA finds SEO more effective than Facebook

Kevin Murphy, October 10, 2011, Domain Tech

Advertisers are “beginning to question the effectiveness” of social media marketing, but they’re still mostly sold on the benefits of search engine optimization.
That’s according to a new study from the Association of National Advertisers, the results of which have just been published.
The ANA’s survey of 92 marketers gave SEO an “effectiveness rating” of 52%, the highest rating given to any of the six categories respondents were asked to comment on.
However, that represented a decline of three percentage points from a similar survey in 2009.
Social networking sites (presumably including Facebook, although names were not named) received an effectiveness rating of 28%, up from 17% two years ago, ANA reported.
SEO and social sites were used in marketing by 88% and 89% of respondents respectively.
ANA president Bob Liodice said in a press release:

While marketers have substantially increased their use of newer media platforms over the past few years, they are beginning to question the effectiveness of some of these vehicles. The ANA survey indicates a strong willingness by marketers to integrate innovative new approaches into their marketing mix; however, this enthusiasm is tempered by concerns regarding the return-on-investment of these emerging options.

While it’s all speculation at this point, SEO improvements are often pointed to as a potential (and I stress: potential) benefit of new dot-brand or category-killer top-level domains.
The ANA is the current opponent-in-chief of ICANN’s new gTLD program.