Choosing a keyword-stuffed name for SEO is a 2012 strategy that hurts you in 2025. Google now penalizes exact-match domains and rewards brand authority instead.
Exact-Match Domains (2005-2012)
"london-plumber.co.uk" ranked #1 automatically. Google killed this in 2012.
Brand Names Win Now
Google favors recognized brands. "Stripe" ranks better than "payment-processing.co.uk."
Keywords in Name Help... Slightly
"TechRecruit" has tiny edge over "Acme" for "tech recruitment." But content matters 100x more.
Domain Age Matters
Older domains rank better. Rebranding = restart from zero.
Branded Searches
Google measures how often people search "Your Name + keyword." More searches = higher rankings.
Best Strategy
Pick a brandable name. Build authority through content. Don't sacrifice brand for SEO keywords.