Exact match domains (EMDs) are domain names that include the keywords that a website wants to rank for. For example, if you wanted to rank for “SEO Wiki,” owning a domain like seowiki.com would be considered an exact match domain. These types of domains were once a quick way to gain high visibility on search engines, but their effectiveness has declined over the past several years as SEO practices have evolved.
In the past, EMDs gave websites a strong advantage by directly signaling keyword relevance to search engines. This made it easier for businesses to rank highly by having keyword-rich domains like plumbernewyorkcity.com for plumbing services. However, with updates to Google’s algorithm, using an exact match domain alone no longer guarantees top rankings. Search engines now look deeper into content quality, authority, and user experience before deciding which pages are worthy of a high spot.
However, exact match domains can still provide some value when used correctly. They can improve click-through rates by clarifying the purpose of the site to users, but they should not be relied upon as the sole SEO strategy. Businesses today need to create strong, relevant content and follow SEO best practices rather than focusing solely on domain names. When combined with high-quality content and proper optimization, EMD can still play a role, but it cannot replace the importance of long-term SEO efforts.
What Does an Exact Match Domain Mean?
We will explain how to choose an exact match domain name for your business. An exact match domain is when a company chooses a name that includes a key keyword related to its business. Including this keyword in the domain can improve SEO and help the website show up in Google search results for that term.
Often, a business will purchase a domain that already has a useful keyword, which helps the site rank higher. Some businesses even intentionally choose exact match keywords in the domain, as this method works well for long-term rankings.
Example of an Exact Match Domain
besthikingshoes.com is an exact match domain (EMD). This domain points to a website that sells or reviews hiking shoes.
It is an exact match domain because the keyword (“best hiking shoes”) is the same phrase that people type when searching for hiking shoes online.
Other examples of exact match domains are:
- hotels.com — a site for booking hotels
- buyusedcars.com — a site that sells used cars
- bloggingtips.com — a site that gives blogging tips
- howtostartablog.com — a site that helps people start a blog
- cheapflightsbooking.com — a site that books cheap flights
- topfitnessgear.com — a site that sells or reviews fitness gear
Domains like apple.com or nike.com are brand domains, not exact match domains. When people search using brand names, those words are branded keywords.
Do Exact Match Domains Still Work? What Google Says…
Google now understands user intent and search language much better than before. In 2012, Matt Cutts announced an update that reduced the ranking power of low-quality exact match domains in search results.
This update didn’t just target exact match domains. It targeted websites that used EMD and engaged in spam tactics like thin content, poor SEO, and poor site quality.
The main point was clear: many SEOs bought keyword-rich domains, built simple sites, and filled them with little or no useful content. Over the years, Google has made changes to focus more on high-quality and relevant content, rather than just domain names.
Before this change, Matt Cutts warned the SEO industry that the update was coming. Later, a tweet from Google’s head of webspam confirmed that relying solely on keywords in domain names could hurt rankings.
On September 28, 2012, Cutts officially shared the EMD update on X. His tweet read, “New Exact Match Domain (EMD) algorithm significantly impacts 0.6% of English-US queries. Not related to Panda/Penguin.”
So, does EMD still work? The truth is mixed. Exact match domains can provide a little boost, but without strong content and good SEO, they don’t help much anymore.
Types of Exact Match Domains
1. Single Keyword EMD
Single keyword exact match domains are site names that exactly match a single keyword or search term. For example, if you sell shoes, a name like shoes.com is a single keyword EMD. In the past, these domains were very popular in SEO because they helped sites rank quickly for that term. They still have value today, but they work best when combined with useful content and good SEO work.
2. Multiple Keyword EMDs
Multiple keyword EMDs consist of two or more words that make up a search query. For example, if you have a cafe in Mumbai that sells organic coffee, a name like organiccoffeemumbai.com could target that phrase. These domains can help you rank for long-tail keywords, but you need to balance them with strong content and SEO. Search engines now look at relevance and user experience more than just exact keyword match.
3. Dashed And Non-Dashed EMDs
Dashed and non-dashed EMDs depend on how the words appear in the name. The non-dashed version keeps the words together, like bestlaptops.com. The dashed version separates them with a hyphen, like best-laptops.com. Both can work well, but non-dashed names are generally easier to write and remember. Choosing one depends on availability and what feels good for your brand.
4. TLD Variations
TLD variations use different endings, such as .com, .net, or .in, with your chosen domain. This helps you protect your name, target local markets, and protect your brand. For example, if .com is not available, you can choose .in for India. Using more than one TLD prevents others from taking the same domain name. It is a good way to protect your brand and reach more users.
Should You Buy an Exact Match Domain?
You can buy an exact match domain if you want, but don’t expect it to rank on Google on its own.
You still need to follow SEO basics like on-page, off-page, and technical work. If you’re targeting local search, you’ll also need to focus on local SEO.
An exact match domain doesn’t give you much ranking power, but it does help users. People can easily guess what your website offers just by looking at the domain name.
It’s also easy to remember, so visitors won’t forget it as quickly.
The challenge is that most of these domains are expensive. Many are already owned by people who later sell them for a profit.
Some cost a few thousand dollars, while rare domains can go for hundreds of thousands or even millions of dollars.
If you’re planning to buy one, choose a .com domain. Other extensions are less popular, can appear spammy, and are often more affected by Google’s exact match domain update.
