Google’s John Mueller recently addressed the question of whether generic Top-Level Domains (gTLDs) with keywords like .music provide any SEO advantages. The question came from a Reddit user asking whether the .music domain extension could improve their website’s search engine ranking over the traditional .com domain.

Mueller’s response sheds light on how Google evaluates gTLDs and provides insight into the broader SEO landscape.

What Are gTLDs?

Generic Top-Level Domains (gTLDs) are domain extensions such as .com, .org, or industry-specific options like .music or .tech. These domains are typically associated with a particular industry or niche and allow website owners to express their site’s purpose directly through the domain extension.

Since the expansion of gTLDs in 2013, businesses and individuals have had access to a wider variety of domain extensions to fit their brand identity. For example, a .music domain can be appealing to a website focused on the music industry.

Do gTLDs Offer SEO Benefits?

The Reddit user asked if registering a .music gTLD would give their website an SEO boost. Mueller’s response was clear:

“There’s absolutely no SEO advantage from using a .music domain.”

Mueller emphasized that Google doesn’t treat keyword-based gTLDs any differently when it comes to ranking sites. Using a .music extension won’t automatically increase visibility or ranking for music-related keywords.

Optimizing for Humans, Not Just Search Engines

Mueller went on to explain a key distinction: SEO relevance is not just about keywords or search engine optimization. It’s also about how websites are optimized for human users.

“SEO is search engine optimization, but optimizing for humans is just as important.”

Websites must focus on human appeal to generate positive engagement signals. These signals are crucial for Google’s algorithm, which is ultimately designed to serve content that satisfies human search intent.

For example, Mueller shared his experience working with .org domains, where he found that websites with this TLD were able to attract more links and trust from users. He attributes this to how humans perceive the .org extension, not its direct impact on rankings.

Keyword gTLDs and Human Optimization

While Mueller has not experimented with keyword-based gTLDs like .music, he suspects they could have a similar effect to his .org domain experiments. A keyword-based gTLD may make a website feel more relevant to users, even if it doesn’t directly influence SEO.

The real value of using a gTLD that resonates with users is that it can help make the site feel more trustworthy and memorable, which could result in better user engagement and even higher conversions.

Key Takeaways

• Keyword-based gTLDs (like .music) don’t provide inherent SEO advantages.
• Human optimization, focusing on what appeals to users, is a crucial part of building a site that ranks well.
• Websites that connect with users on an emotional or relevant level (through brand appeal, familiarity, or trust) can see SEO benefits, regardless of the TLD.