Great question! Keyword domains (like “bestcoffee.com”) aren’t as powerful SEO tools as they once were, but they can still offer a small edge – especially in niche, low‑competition contexts.
What the Experts Say
- Google doesn’t consider keywords in the domain a ranking factor and hasn’t for years. As Robert Mohns put it in March 2024: “Google has confirmed publicly that having a keyword in the domain is not a ranking factor” meaning putting a keyword in your domain name doesn’t automatically boost your search rankings.
- The advantage of exact‑match or partial‑match domains (EMDs/PMDs) has significantly diminished. While they may sometimes rank well, it’s usually because the site has quality content and authority not due to the domain alone.
Still, There Are Some Benefits But They’re Tiny
- Marginal relevance signal: Having a keyword in your domain can provide a small relevancy cue but again, it’s very minor compared to other factors like content and links.
- Branding & trust: A domain that reflects your niche can help with click‑through rates and brand recall—benefits beyond pure search ranking.
- Local or region-specific credibility: Country‑code top‑level domains (ccTLDs) like
.vnor.com.vn, for instance, can help build trust and visibility in local markets. This is especially powerful if you’re targeting Vietnamese audiences.
How SEO Has Evolved
- Quality content and authority matter most. Key ranking factors in 2025 include backlinks from authoritative sources, domain authority, user experience signals (like page speed and dwell time), and content relevance—not domain keywords.
- Search behavior is shifting. With the rise of generative AI and answer engines, strategies like Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) are becoming more important than domain naming tricks. These focus on conversational, structured content that AI systems can easily interpret.
Bottom Line
- Keyword-rich domains are not a significant ranking advantage anymore. They no longer hold the same weight they did before 2012.
- Focus instead on:
- Building authority through quality backlinks
- Publishing helpful, relevant content
- Ensuring great user experience (fast load times, mobile-first design)
- Adapting to AI-optimized content formats
- If branding and local trust are important, a strategic domain especially with a relevant ccTLD can still be useful. Think beyond SEO to how it resonates with users.