A Domain by any Other Name Still Matters for SEO in 2025
When it comes to digital marketing in 2025, content reigns, Google’s algorithm evolves by the day, and one question keeps coming up: Do domain names still affect SEO rankings? The short answer: yes — but not in the way they used to.
Let’s dig into why your domain name still holds weight in your SEO strategy — and how to choose one that both users and search engines will love.
The Old School Approach: Exact Match Domains (EMDs)
In the early 2000s, websites like bestmattressdeals.com or buycheapfurnitureonline.net were dominating search results simply because their domain names matched high-volume search queries. This was known as the Exact Match Domain (EMD) tactic — and for a while, it worked.
But in 2012, Google released the EMD Update, which penalized low-quality sites using keyword-stuffed domains. The focus shifted from keyword presence to content quality, user experience, and site authority.
note: For those of you who geek out over Google updates like I do, here’s a list of Google SEO updates since the early 2000’s.
What Matters Now, in 2025
Today, your domain name is more about trust, branding, and relevance than hitting a keyword bullseye. But it still plays a role in:
- Click-through rates (CTR): A clear, memorable domain encourages users to click.
- User trust: .com domains still carry weight with users, while confusing or spammy TLDs can deter traffic.
- Branded search: If your domain becomes memorable, people will Google your brand directly — and that’s SEO gold.
- Relevance signals: Including related keywords or LSI phrases can help search engines better understand your content’s theme.
What Is LSI / Latent Semantic Indexing?
LSI helps search engines understand the context of your content by identifying related terms and concepts — not just repeated keywords. Let’s say you’re in the real estate business in Montana. Google expects to see terms like:
- homes for sale
- Montana real estate
- property listings
- Flathead Valley homes
- local real estate agent
- buying vs renting
These are all LSI keywords that support your main topic and help Google determine relevance. And here’s where domain names come into play:
Poor domain examples:
- besthomesforsaleinmontanaflatheadvalley.com — keyword-heavy, hard to remember, and overly long.
- montanapropertylistingsbyjakeandjulie.net — cluttered, unclear branding, and a less common TLD.
Better domain examples:
- MountainNestRealty.com – brandable, short, and relevant.
- LiveFlathead.com – easy to remember, location-based, and emotionally appealing.
- FindMontanaHomes.com – blends keyword relevance with clarity and simplicity.
The goal when determining your domain is to strike a balance between SEO context and user-friendly branding.
Example: Good vs. Not-So-Great Domain Names
Let’s say you’re launching a site about eco-friendly skincare, here’s a list of great, LSI-friendly domain examples:
- GreenGlowSkincare.com – combines brandability with relevance.
- PureBotanicalsBeauty.com – speaks to the niche and uses natural language that Google understands.
Vs Not-so-great examples:
- buynaturalproducts4cheap.com – outdated, keyword-stuffed, and not trustworthy.
- xyz-beauty-skin.tk – hard to remember, unclear, and uses a less reputable TLD.
What to Consider When Choosing a Domain Name
- Clarity over cleverness: If people can’t spell or remember it, they won’t find you.
- Short and brandable: Think Airbnb, Spotify, Notion — none are keyword-stuffed, but all are unforgettable.
- Relevant keywords (if it fits): If it feels natural and supports your brand, including a keyword or LSI phrase is helpful.
- Avoid hyphens and numbers: They confuse users and look spammy.
TLD trust: Stick to .com if possible — or use location- or industry-specific domains like .co, .studio, or .health with care.
Final Thoughts: Is Your Domain Holding You Back?
While domain names alone won’t make or break your rankings, a strong, strategic name gives you a head start. It’s your digital storefront — and the right name creates instant trust, improves user experience, and complements your broader SEO strategy.
So yes, domain names still matter. Just not in the spammy, keyword-heavy ways of the past.
Focus on clarity, context, and brand alignment. Sprinkle in those LSI keywords throughout your site content. And remember: in 2025, Google ranks for meaning — not just words.
Looking to choose an SEO-smart domain name?
Let’s brainstorm together. Email me and lets get something on the books.
For those of you who’d like to learn more, here are some of my favorite sources for staying on top of SEO updates:
Search Engine Land – Google’s EMD Update
