An exact match domain (EMD) is a domain name that consists exactly of a search phrase, for example dental-insurance-compare.com. A domain that only contains the keyword is often called a keyword domain or partial match domain.
Does an exact match domain help rankings?
Google’s SEO Starter Guide says that keywords in the domain name or URL path alone have hardly any effect beyond appearing in breadcrumbs. It advises choosing a name that is best for your business, since users use the name to find you.
Domain registrars and hosting blogs describe exact match domains as a tactic that used to help rankings and has lost value. SEO articles date this change to around 2012. No primary source confirms the date, so the entry on the EMD update treats it with care.
Assessment
Secondary sources list drawbacks. An exact match domain fixes the topic of the site, can be hard to build into a brand, and invites over-optimized anchor text in backlinks. These points are assessments and not statements from Google.
Example
| Type | Example |
|---|---|
| Exact match domain | dental-insurance-compare.com |
| Partial match | mycompare-dental.com |
| Brand | examplecare.com |
Sources
- SEO Starter Guide – Google Search Centraldevelopers.google.com
- Buying a domain name: best practices – HostGator (secondary source)hostgator.com
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