Should You Buy An Exact Match Domain?

Exact Match Domains (EMDs) were once very popular.

Exact Match Domain names had a sole purpose; to drive more traffic to the website with a domain name that matches the exact search queries of users within Google. Then with the introduction of new algorithms and modern era SEO techniques, the desire for these domains decreased significantly.

However, these may still be beneficial for your business. Here we explain how.

What is An Exact Match Domain?

An exact match domain is a domain name that has the exact keyword that a business is targeting to rank higher in Google’s search results. For example, if you have a plumbing business offering services in Bussleton, you would go for a domain such as bussletonplumbers.com. This domain name has all the keywords in it that a user might use to search for the relevant service on Google.

Before SEO became as complex as it now is, an exact match domain was the ideal way to gain traction and rank among the top results on Google. However, SEO eliminated that need and agencies can implement keywords and geolocations in the content of the website to enhance their client’s Google ranking.

People used to purchase these Exact Match Domains and keep them as investments. The idea was to sell these to the highest bidder and so began a war for domain names. 

However, in 2012 Google took care of this when they introduced a penalty against long-winded EMD names. This resulted in a big drop in the use of EMD’s with businesses now more interested in using paid organic SEO practices to improve their online visibility.

Google in 2021

Businesses now require powerful ranks in search engine results in order to leave their competition behind. Go back a few years, a lot of businesses would rely on EMD names and domain matching to achieve this.

To move forward in Google, a clear understanding of Google’s ranking algorithm in 2021 is needed.

Are Exact Match Domain’s Still Beneficial In 2021?

The EMD update in 2012 stated that EMD’s would be penalized if websites had low quality content with no other SEO efforts in place. However, you can still use EMD names for your business and see the benefits providing it is used alongside the appropriate level of SEO in order to make it successful.

The Exact Match Domain update from 2012 only applies to under-optimized websites. This is why EMD’s in 2021 can still be a good idea with the help of modern SEO techniques. In fact, it can give you an edge over the rest of your competitors.

Why Is An Exact Match Domain Name A Good Thing To Have?

• Quickly Increase Traffic – An EMD can easily get a lot of high quality traffic for your business website

• Targets Local Traffic – If you only want to target local users in your business area, you can use an EMD name. In this case, the EMD penalty only applies to websites that have to interact with international customers. If you are only looking to target local traffic, you can use an EMD to get in front of your potential customers quickly

Buying an EMD for your business can be expensive when compared to a regular domain name. However, if you can get one for a few hundred dollars, it will be money well spent.

Conclusion

Google only penalizes EMD websites that offer low quality content but are currently ranking in the top search results. Google previously did this with private blogs that were using too many backlinks to rank their websites higher than others.

Therefore, if you are using an EMD and providing valuable content with a professional SEO strategy, you will see the benefits.

To order an EMD click here, to discuss SEO please contact us 

Connect with us on Facebook.