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Ask Google, and they’ll tell you the same thing they’ve said for years: your domain name doesn’t impact rankings.
But that doesn’t always seem to hold up.
Some recent proof which triggered the idea for this blog (don’t worry, we have more than 1 example), came from a moving company that hired Mad Mango to manage their SEO. If you search for “best movers in CT,” you’ll see CT Best Movers ranking towards the top.
As much as we would love to brag about our SEO abilities here, this site is under 3 months old. The websites that rank under it and around it are legacy movers across the state with thousands of reviews.
While we are creating great content and building quality links (they already got a few leads from our links), this site is primarily showing up because the name matches what people type into Google every day. If our client was named Charlie & Connor's Moving Company…do you really think they would be ranking for all of these keywords? (see below)
They are GREAT at what they do, but in the same breath, this is not how Google claims to work.
Note how the #2 listing in the map pack has a name very similar, superlative vein, as CT Best.
Google has long maintained that domain names are not a primary ranking factor. The emphasis has been on providing valuable content and a good user experience rather than relying on keyword-rich domains. In a 2011 Webmaster Hangout, Matt Cutts acknowledged the role exact match domains (EMDs) played in the search algorithm but indicated that their influence was being reduced.
In 2012, Google introduced the Exact Match Domain (EMD) update, targeting low-quality websites that used exact match domains to manipulate search rankings. This update aimed to reduce the prevalence of spammy sites that offered little value to users. According to Google, approximately 0.6% of English search queries were affected by this update.
Google’s guidance has consistently highlighted the importance of high-quality content over keyword optimization in URLs. In a 2020 statement, Google’s John Mueller reiterated that keywords in domain names do not impact rankings, emphasizing that content quality and relevance are more significant factors.
Despite Google’s stance, users often gravitate toward URLs that include relevant keywords. A domain name that clearly indicates the site’s purpose can attract more clicks from users seeking specific services or information.
While content is crucial, other factors like domain names can contribute to a site’s perceived relevance. A keyword-rich domain can reinforce the site’s focus and align with user search intent, potentially influencing click-through rates and user engagement.
User behavior, such as click-through rates and time spent on a site, can influence SEO. A domain name that resonates with users may enhance these behavioral signals, indirectly impacting rankings.
CT Best Movers, with its keyword-rich domain, has achieved high rankings for numerous “best movers” keywords, even before extensive content development or backlink acquisition. This suggests that the domain name itself contributes to search visibility.
Our client SleepDog Mattress® has a DR of a 28, ranks for 3k keywords and has 1k backlinks. TruckMattress.com is a DR of 10, ranks for 300 keywords, and 300 backlinks. We battle daily for this keyword, but the more on the nose name leaves less room for confusion, and we have seen more 2-3 positionings than we would have liked to in early 2025.
We also consistently see this site ranking for “Dog Mattress” terms when there is not any content on the site besides the domain name to suggest pet mattresses are made by SleepDog®.
Our client, Twisted Nail Sand & Gravel, has a great DR for a local business of a 27, ranks for 2k keywords, and has 260 backlinks. AggregateHaulers.com has a DR of an 11, 72 site wide keywords, and 200 backlinks and still frequently ranks ahead.
Ranking isn’t about a clever URL, although it does seem to help. It’s about structure and making every page on your site dedicated to a niche topic under the larger umbrella of your business. It just so happens that this appears to be easier done if you have a more specific domain name. Nevertheless, if your site has no optimized location pages, no internal linking, and no crawlable content, Google isn’t going to reward you for having “best” in your domain. You still need to prove relevance at the page level.
Don’t chase keywords at the cost of trust. Domains like “connecticut-movers-best-local-top-rated-near-me.com” aren’t just unreadable; they look fake. You’re not building long-term value that way. If your name sounds like a search query, you better have the content to back it up or you’ll tank.
Keep it clean. One keyword is fine. Two, maybe. Anything more looks like a scam site from 2009.
If you’re in a competitive service market and the keyword aligns naturally with your offering, do it. It gives you a shot at relevance out of the gate. It works especially well in local niches, where search intent is specific and repetitive.
But if you’re starting a national brand, or if your service has multiple categories, you’ll box yourself in. Don’t launch with “bestplumbingct.com” if you’re planning to sell water heaters in six states next year.
This is where most businesses get it wrong. They go all brand or all keyword. The smart ones use both. CT Best Movers works because it sounds like a brand (and is), but it’s also a perfect match for what people search. No tricks. No stretching. Just alignment. That’s what wins.
If you can find a name that hits both, clean brand, exact intent, you’ve already got momentum before writing a single page.
This isn’t about gaming the algorithm. It’s about understanding how users think and how search engines respond.
This strategy doesn’t replace good content, local relevance, or backlink building. It just puts you in the game faster. If your domain signals relevance before the page even loads, you’ve already won the click.
Ignore the theory. Look at the results & book a meeting today.
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