When it comes time to reserve domain name services from your chosen provider, is it still as highly beneficial to register a keyword domain as it was several years ago? Many industry experts say no, while others will answer this question with a resounding yes. As always, the truth of the matter lies somewhere in the middle.
Why Did Exact Word Domains Become So Popular?
For a number of years, the recommended advice was to purchase Exact Match Domains (EMD’s). This advice was based on a number of (then current) factors.
The fact that the keyword was situated directly in the domain name itself was a powerful front ranking factor.
The fact that the keyword was present in the domain name was an excellent incentive for fellow webmasters to include this phrase in the anchor text that they would use to link to the site.
These factors played a crucial role in making EMD’s the overriding favorite choice of new webmasters who registered domain names over the course of several years. However, it should be noted that recent events may have partially or fully invalidated this advice.
Have Recent Google Updates Rendered The EMD Theory Obsolete?
A recent spate of Google updates may well have rendered the EMD theory obsolete. Recent studies by such highly respected SEO industry sources as High Position and others have shown that EMD rankings, which once averaged around the 13th position, have since slid down the page to their present position of 26th. Meanwhile, EMD’s that once ranked in the top 10, averaging around the 3rd position, have since slid down all the way to the 11th.
This downward trend was at first seen as a momentary blip on the radar that would soon adjust itself in the wake of further Google updates. However, there has been no noticeable upswing for EMD’s since the initial update. Therefore, many leading SEO industry authorities are sounding a serious note of caution to new webmasters when it comes to choosing this method of domain name branding.
Can EMD’s Still Be A Useful Concept For Websites?
It should be noted that there are some cases in which EMD’s can still be a very useful concept for new webmasters to consider when naming their official company website. For example, new studies have shown that websites that employ a domain name that is an exact match to the product on offer have continued to perform surprisingly well.
While choosing an EMD may not carry the built-in advantage that it once did, it may still prove worthwhile to employ it in some cases, such as in the scenario listed above. Newer concepts of domain name branding emphasize more intangible qualities, such as name recognition and the strategic use of URL extensions to increase your visibility and consumer appeal. Meanwhile, many SEO industry authorities are quick to point out that future Google updates may change the game even further.