What Are Exact Match Domains?
An Exact Match Domain (EMD) is a domain name that precisely matches a search query. For example, if someone searches "cheap car insurance Melbourne," an EMD would be cheapcarinsurancemelbourne.com.
In the early days of SEO, EMDs provided a significant ranking advantage simply by matching the search query. However, Google's algorithm has evolved significantly since then.
The Pros and Cons of EMDs
Potential Benefits
- Instant keyword relevance signal
- Memorable for specific searches
- Can attract natural anchor text
- Clear user expectation setting
- May help with CTR for exact queries
Potential Drawbacks
- Limited brand differentiation
- Harder to build brand recognition
- Google's EMD Update targets low-quality
- Looks "spammy" to savvy users
- Difficult to pivot business focus
Google's EMD Update: What Changed
In 2012, Google released the Exact Match Domain Update specifically targeting low-quality sites that were ranking primarily based on their domain name rather than content quality.
Since then, EMDs no longer provide automatic ranking benefits. A domain like bestpizzamelbourne.com won't rank for "best pizza Melbourne" unless it also has:
- High-quality, relevant content
- Strong user experience signals
- Natural backlink profile
- Technical SEO fundamentals
- E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness)
Warning: Low-Quality EMDs Are Penalised
Google specifically targets EMDs with thin content, poor user experience, or manipulative link profiles. An EMD with low-quality content will rank worse than a branded domain with excellent content.
Want a custom SEO roadmap?
Our Melbourne SEO team will audit your site and deliver a clear action plan — no fluff, no lock-in.
When EMDs Can Still Work
EMDs can still be effective in specific scenarios:
- Local services: plumbermelbourne.com.au for a genuine local plumber
- Niche directories: melbournewedding.com.au for a legitimate wedding directory
- Combined with brand: Using EMD as a secondary domain pointing to main brand
The key is building a legitimate, high-quality site that would rank well regardless of the domain name.
Our Recommendation
For most businesses, we recommend investing in a brandable domain rather than an EMD. A strong brand builds long-term equity, is more memorable, and isn't dependent on a single keyword ranking.
Focus your SEO efforts on content quality, user experience, and building genuine authority rather than hoping a domain name will do the work for you.
Need Domain Strategy Advice?
Our consultants can help you choose the right domain strategy for your business goals.
Get Expert Advice