Google says URL keywords barely help you rank

Keywords in your URL or domain barely help you rank on Google. Gary Illyes said so in a Google video covered by Search Engine Roundtable on Oct 14, 2026. He called keywords in a URL or domain an "incredibly small signal" that won't do much. He said to use hyphens, not underscores, to split words in a page path.

What Google said

Barry Schwartz covered it on Search Engine Roundtable on Oct 14, 2026. Google posted the first video in a series called The Non-Canonical Cabinet. Cherry Prommawin and Gary Illyes talk about how Google Search handles URLs. The quotes below are from SER. The Google video itself was not watched for this post.

SER wrote that Gary called keywords in a URL or domain an "incredibly small signal" for rankings, and said they won't do much. SER also listed older Google coverage that already treated URL keywords as a light factor. The video adds technical detail on how Search handles URLs.

Hyphens and spam

Gary said to use hyphens in the URL path to split words, not underscores. SER called that question settled. He also said Google can detect spam in URLs. Stuffing the same words into a web address is not a trick that works.

How I read it

A long keyword domain or a URL rename sold as a ranking fix is chasing a signal Google calls tiny. The page people land on still has to answer what you do, who you help, and how to reach you. I would not spend the budget on a keyword web address before the page is clear.

What I would do

I would keep page paths short and readable. I would use hyphens between words. I would not rename working URLs just for SEO. I would put the next hour into the page title, the service copy, and the contact path instead.

What to do next

Get Seen from Gman Creations builds website and Google-presence foundations, including search and AI-readable content basics. You send a brief or book a discovery, and you get a written scope and quote after we talk. The build does not start until that scope is approved. Sending the brief is not a purchase. It does not promise rankings or AI placement. An older post covers Google's spam update and scaled, low-effort pages. Book a discovery when you want a human look: cal.com/shohgman/discovery.

FAQ

Do keywords in a URL help you rank?

Barely. Search Engine Roundtable reported it on Oct 14, 2026. Gary Illyes called keywords in a URL or domain an "incredibly small signal" that won't do much.

Should I use hyphens or underscores in page URLs?

Use hyphens. SER said Gary settled that again: hyphens to split words in the path, not underscores.

Can Google spot spam in URLs?

Yes. SER said Gary made a point that Google can detect spamming in URLs.

Should I buy a keyword domain to rank in my town?

Not for ranking alone. Gary's line, as reported by SER, is that URL and domain keywords are an incredibly small signal. Put the work into a clear page people can use.