Photorealistic workspace showing a notebook with “Brand vs Generic,” a laptop displaying “SEO,” and marketing materials — representing the importance of brand identity over keyword domains.
Chris Grant (he/him) August 08, 2025 A 3 minute read

Why Distinctive Brand Names Trump Generic Keyword Domains in 2025

It might be tempting to name your website something like LeicesterPlumbingServices.co.uk to show up in local searches. After all, it seems obvious — put your service and location in the domain name and customers will find you, right? Not so fast. According to Google’s John Mueller, this approach could actually be holding your business back.

1. The Pitfalls of Generic Keyword Domains

While keyword-heavy domains might seem like a smart shortcut to boost local SEO rankings, Mueller cautions that they often cause businesses to blend in rather than stand out. These domains tend to compete directly with directory listings, national companies, and other businesses using similar keywords — making it harder for your brand to shine in search results.

2. The Power of a Memorable Brand

Mueller encourages businesses to focus on creating unique and reliable branding. Think of the difference between a site like WiltshireWebDesign.co.uk and a branded name like O’Brien Media. The latter is easier to remember, builds trust, and increases the likelihood of return visits and word-of-mouth referrals.

3. Offline Recognition Counts, Too

Generic names may lack staying power when shared verbally or in printed materials. Distinctive brand names are easier for customers to recall, search for, and recommend. This helps bridge the gap between offline and online marketing — a key strategy for many local businesses.

4. Local SEO Done Smarter

Want to show up in local searches? Focus on smart local SEO strategies rather than relying solely on your domain name. That includes:

These tactics help build local relevance without sacrificing brand identity.

A Forward-Thinking Approach from O’Brien Media

Distinctive brand names are easier for customers to recall, search for, and recommend. Share on X

Brand First, SEO Second — But Smartly

At O’Brien Media, we believe in building sustainable digital strategies. That means helping businesses create brand identities that are unique and long-lasting — and then applying SEO best practices to reinforce, not replace, those identities.

Keep Your Domain — But Optimise Everything Around It

If you already have a keyword domain, don’t panic. Consider refining your site with additional branded elements, localised pages, and improved content to create a more unique and valuable experience for visitors and search engines alike.

Plan for Long-Term Growth

As search algorithms continue to evolve, Google is placing more emphasis on trust, authority, and user experience. A strong, recognisable brand that reflects your values and vision is much more future-proof than a purely keyword-based name.

Takeaway for Small Businesses

  • Avoid generic keyword domains. They often get lost in the noise.
  • Build a memorable brand name that people can recognise, remember, and recommend.
  • Focus on local SEO the right way — through optimised content and business profiles, not just domain hacks.
  • Future-proof your business with a strategy that puts your identity front and centre.

If you’re thinking about rebranding or need help improving your online visibility, we’re here to help. At O’Brien Media, we work with small businesses across the UK to build websites that perform and brands that grow. Let’s build something memorable together.