Google Recommends Prioritizing Traditional TLDs Over Unconventional Domain Extensions, Even with Hyphens
In the ever-evolving landscape of Search Engine Optimization and domain branding, Google’s guidance remains a valuable compass for website owners. Recently, John Mueller, a prominent figure at Google and an authority on SEO practices, shared insight on domain selection during a Reddit AMA (Ask Me Anything) session on r/SEO. His advice emphasizes the enduring importance of choosing a traditional top-level domain (TLD), such as “.com,” over alternative extensions, even if it entails including hyphens in the domain name.
Context of the Discussion
The conversation originated from a site owner who opted for a “.xyz” TLD because the desired “.com” domain was unavailable. Concerned about the impact of hyphens on branding and SEO, they expressed reluctance to incorporate hyphens into their domain, fearing it might harm their site’s credibility. Additionally, they pointed to examples like ABC.xyz and the corporate site of Alphabet, Google’s parent company, as potential references for unconventional TLDs.
Over time, however, this owner observed some challenges associated with newer or less-established TLDs. For instance, certain platforms or users might flag “.xyz” domains as spam or associate them with AI-generated content, which could hinder outreach or search visibility.
John Mueller’s Perspective
In his detailed response, Mueller emphasized the value of opting for familiar, traditional TLDs:
“Personally, if I had to choose between a ‘traditional’ TLD plus a domain name with one or more hyphens, vs. one of these often-problematic TLDs, I’d always go with the hyphenated traditional domain.”
He added that the focus should be on building a strong, brand-appropriate domain name that is not already taken. He advised against relying on hyphenated domains or overly complex or unconventional TLDs as a crutch for branding.
Implications for Website Owners and Marketers
Mueller’s guidance underscores a critical principle: familiarity and trustworthiness in domain choice remain vital for SEO and user trust. While new TLDs like “.xyz” or “.co” may seem modern or trendy, they can sometimes pose hurdles in terms of perception or platform compatibility.
In practice, if a desirable “.com” is unavailable, Mueller suggests that using hyphens to preserve brand identity is preferable over selecting a less-established or unconventional TLD. This