Google discourages cheap TLDs due to spam risks, says TLD keywords don’t improve SEO.
In a recent podcast, Google’s search relations team discussed how website owners should approach choosing a top-level domain (TLD).
The discussion weighed the dilemmas of expensive .com domains versus affordable alternatives like .xyz, emphasizing the need to balance cost, credibility and spam risks.
Team members John Mueller, Gary Illyes and Martin Splitt advised against the cheapest TLD options, warning that spammers tend to target free and low-cost domains, which can negatively impact search rankings.
They also debunked the myth that TLD keywords provide SEO benefits, stating that TLD-matched keywords do not directly improve rankings.
This article dives deeper into the Google Search Relations team’s guidance on choosing the right TLD to increase your brand’s visibility and reputation.
The perils of cheap TLDs
Illyes made it clear during the discussion that he advises against going for the cheapest TLDs.
In response to Mueller’s question about whether to use a more affordable domain like .xyz or invest in a more common one like .com, Illyes stated:
“My gut reaction is that people should stay away from cheaper TLDs, especially if they’re free.”
The reason for this advice? The spammers
Illyes explained that cheaper and free TLDs attract more spam, which can affect your legitimate site’s visibility in search engines.
He said:
“Because of spammers… if the TLD is full of spam, search engines may have trouble finding your content.”
The danger lies in search engines associating your site with the presence of spam prevalent in that TLD.
Illyes elaborated further:
“[If a TLD] is overrun with spam and more than 99% of the content is spam, we may not want to collect sitemaps from these domain names because the chances of generating spam are too high.”
Illyes advises spending more on a TLD that isn’t saturated with spam.
However, he added that making a big investment in a .com domain name should be a business decision focused on branding and marketing rather than SEO.
No SEO advantage for TLD keywords
Google’s Search Relations team debunked the misconception that having a TLD that matches your keywords provides an inherent SEO advantage.
When Splitt asked if owning a domain like fantastic.coffee could provide SEO benefits for a coffee shop, Illyes responded with a definitive “No.”
To sum up
When selecting a domain, resist the temptation of cheap or free TLDs, as they are prone to spam, which can hurt your search rankings and reputation.
Focus on choosing a reputable TLD within your budget, keeping in mind that your TLD’s keyword matching does not directly improve SEO.
For more information on website domain best practices, see the full episode from the Google podcast.
Featured Image: MailHamdi/Shutterstock
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