Do Keyword-Rich URLs Really Help Rankings? The Truth About Keywords in URLs & Domain Changes for SEO

Many businesses believe that having a website domain with exact-match keywords—like ‘Commercial Security Systems’—provides a ranking advantage. However, Google does not heavily weigh URLs as a ranking factor. Instead, constant domain changes in pursuit of keyword optimization can harm rankings. Let’s break down the key impacts, best practices, and myths surrounding domain changes.

How Do Domain Changes Affect SEO?

1. Loss of Domain Authority: Every website builds up authority over time through backlinks and search engine trust. When you change your domain, even with proper redirects, your domain authority will likely drop. For example, a business switching from a domain with a 20-30 authority score to a new one starting at 11/100 can see a decline in rankings.
2. Temporary Drop in Rankings: Google takes time to recognise and fully trust the new domain. Even if proper 301 redirects are implemented, it can take months for rankings to recover—if they do at all.
3. Backlink Equity May Be Lost: While a proper redirect setup should retain backlinks, any broken or lost links during the migration can harm your SEO performance. Some websites might not update their links, leading to a loss in valuable link juice.
4. User Confusion & Brand Recognition Issues: If you keep changing domains frequently, users may struggle to find your website, and returning customers might lose trust in your brand.

Does Having Keywords in a URL Improve SEO?

A common misconception is that keyword-rich domain names—such as ‘commercialsecuritysystems.com.au’—will drastically improve rankings. The reality? Google prioritises content relevance, backlink authority, and site experience over keyword placement in URLs.

Instead of focusing on keyword-stuffed URLs, invest in:

• Better content marketing that targets your audience
• Stronger backlink-building efforts
• Faster page speed and site optimisation

When Should You Change Your Domain?

While unnecessary domain changes can hurt rankings, there are valid reasons to switch domains, including:

• Rebranding – If your business name changes, updating your domain to match is a strategic move.
• Merging Websites – If consolidating multiple domains into one, a migration plan can help retain SEO value.
• Legal or Compliance Reasons – If you no longer own the original domain or it poses a security risk.

Best Practices for Changing a Domain

If you must change your domain, follow these SEO best practices to minimise the impact:

• Set Up 301 Redirects Properly: This ensures all pages on your old domain point to the equivalent new domain pages, passing link equity.
• Inform Google via Search Console: Use the “Change of Address” tool in Google Search Console to help Google process the change faster.
• Update Your Backlinks: Contact websites linking to your old domain and ask them to update their links.
• Monitor Traffic & Rankings Closely: Use Google Analytics and Search Console to track changes and detect any major traffic losses.
• Communicate With Your Customers: If you are switching domains, notify your users via email, social media, and website banners.

Frequently Asked Questions (FAQs)

Q: Will a new domain with keywords automatically rank better?
A: No. Google prioritises content quality, site authority, and user experience over keyword-based URLs.

Q: How long does it take to recover rankings after a domain change?
A: It varies, but typically, it takes 3-6 months for rankings to stabilise—sometimes longer, depending on the execution of the migration.

Q: Should I change my domain just to include a high-ranking keyword?
A: No. The SEO impact is minimal, and frequent domain changes harm search engine trust.

Q: What if I already changed my domain multiple times?
A: Frequent changes can harm SEO performance and trust. If possible, consider reverting to a previous domain with stronger authority.

Final Thoughts: Stick to SEO Best Practices

If you are considering a domain change, ensure there is a valid business reason behind it—not just SEO speculation. Keyword-rich URLs do not guarantee better rankings. Instead, focus on building strong content, quality backlinks, and a fast, well-structured website for long-term success.

Need help with domain migrations or SEO strategies? Contact Glide Agency to ensure you make the right moves for your business without sacrificing rankings.