The Tradeoffs of Exact Match Domain Names
*This is a guest post by A.J. Wilcox*
Domain names are a funny thing. They are a low-cost, high-value item that many domainers have long used as a moneymaking tool. If you were first to the game, you could pick up some extremely important domain names. If you’re just now getting into the game, you are likely finding out why so many companies are choosing arbitrary names that are easy to brand, but nobody has ever used (ie. Google, zazzle, swoopo, etc).
Domain names, no matter how you slice it, are a very important SEO factor. Consider the following sampling of a Yahoo search for ‘Denver locksmith’, and look at the domain names:
Did you notice how every result on the first page contains the keyword variation in the domain name? Now, this is one of the more extreme examples I have come across, but it illustrates the point I’m trying to make.
Not Always the Silver Bullet
Depending on competition levels, an exact-match keyword domain can rocket you to the first page, and other times, you can spot situations like this where a search for the term ‘soft baby toys’ finds this site at the end of the 2nd Google SERP. It can, however, provide a quick leg up on keyword competition.
Domain Name Availability vs. Branding
I recently worked with a client who had the opportunity to use a new, exact-match domain name, or a 2-year-old branding term. After presenting the case for a quick leg up for our main keyword, he elected to stick with the better term for branding.
In the short and long term, a keyword-rich domain name can get you fast rankings, and help you keep them. In the long term, a strong brand can be worth millions, and your customers will be searching for your brand where your competitors won’t be found.
As a marketing graduate and an SEO guy, I am often conflicted on the choice between the two. Since the majority of local SEO firms deal with retrofitting sites for SEO, you usually end up going with your original domain name. This is one of those tradeoffs that you should consider when starting a new site.
12 Responses to “The Tradeoffs of Exact Match Domain Names”
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I am also divided on this… On the one hand–as you mentioned–a domain name containing your site’s main keywords will definitely be an easy way into the SERPs… On the other hand, a domain having too many keywords without a definite brand name has the potential of making your site seem spammy and reduce click-through, even if it’s high-ranking.
I think this will be an interesting phenomenon in the future as casual searches become more savvy and spam-aware. I don’t know if it’s just a method I picked up as an SEO or if every savvy Googler does it, but the first thing I look for in any SERPs page is the green text (the domain) to get some sort of idea of what I’m clicking before I click. And honestly, if I saw that locksmith page above, I’d just probably skip the entire first page and go the second trying to find a top-ranking site that also appears to be a legitimate local brand and not some web directory of locksmiths, or a network of local locksmiths with some 800 number.
In summary, I think branding will become an increasingly important factor for both online-only and brick and mortar businesses as people become more knowledgeable of search and develop a resistance to spammy domain names and keyword-stuffed meta content. A great comparison for this is to direct traffic in the 90′s where people simply typed in whatever keyword they wanted and slapped a “.com” on it. That is pretty much out, and I think a similar thing will happen to these over-SEO’d and brandless domain names.
Chris, I think you are completely correct. Thanks so much for your comments! Branding will always have a place in search. If I were looking for a locksmith, I’d skip to page 2 also.
Thanks so much for your comments
It doesn’t always work that way IMO. I have an exact match ED site that just isnt able to break into the first 2 pages of google.
@health affiliate program – You are right. It seems that there are some trust issues with thin affiliate sites, just like the “soft baby toys” example. Consider the site age and history compared with your competition. Hold onto the exact match domain and build some history, and you’ll definitely have a leg up over time.
Can I ask you a question? I want to buy a host and a domain in USA, how can I transfer the money?
@? Just use a credit card with any domain registrar, and they will automatically exchange the currency.
Wow @Find – thanks for spamming up the post. Blatant comment spam – geez.
Thanks for the info about the exact domain. The “Denver locksmith” is a great example. However after many tryings it seems that a lot of domains with exact keywords have been taken.
@Joki – you’re absolutely right, most have been taken by SEOs at this point. There has been much talk in the SEO community as of late about exact-match domain names counting less in the future, and I tend to believe that will happen at some point. It would be nice to level the playing field a bit, but this shortcut has been great for lots of SEOs. Get creative a bit on domain name choice and try to get something as close to your keyword as possible.
Exact match domains seem to have gained an even larger share of the first and second SERPS for some 3-4 word keywords after the Panda update
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