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Why you Should Invest in Exact Match Domains (EMDs)

An exact match domain, commonly referred to as an EMD contains keywords internet users use on search engines to find certain goods and services online. Examples are or Some online market trading stores like exclusively sell exact match domains. Ever since Google updated its algorithms, there have been heated debates as to whether this technique is still an effective Search Engine Optimization (SEO) technique. While some Internet observers will tell you that EMDs are passé, website owners who use EMDs will attest to the fact that IT STILL WORKS!  As compared to other types of domains, EMDs require comparatively less links and less content to rank high in search engine results.

Some Internet marketers have claimed that owning an EMD domain is no longer advantageous. However, this is not the case; the adjustment in the Google search engine was just a slight change in the algorithm, such that the EMD will only rank high if they qualified for other positive engagement metrics, such as having:

  • Multiple page views
  • Repeat visits
  • Reduced bounce rate – which is inversely related to the amount of time a visitor stays on your site (i.e. the longer the visitor stays, the lower the bounce rate, the better it is)

This is to say that Google did not penalize EMDs, but rather reduced their weightage in its ranking algorithms. About three years ago, a domain name like would rank high merely because of the keyword “diapers”. Today, many other metrics have been introduced by Google which diluted but far from eliminated the power of EMDs.


Offers branding benefits

Since the domain name is the main image of the business online, it is very beneficial to have a name that describes the business in a few words.

Basically, websites that use these domains command more authority as opposed to those that don’t. Additionally, a domain name that describes what the business does at a glance will appear more credible to the visitors. For instance, many users will visit for their credit needs, rather than visit for the same reason.  Suppose you were looking for a website that sells shoes and come across and; which one are you more likely to click on? You will definitely go to

Global corporations spend millions of dollars annually to promote their brands and today many are worth billions. According to Forbes, the 2015 top brand-values (not company value) include: “Apple” at $145.3Bil, “Microsoft” at $69.3Bil, “Google” at $65.6Bil, “Coco-Cola” at $56Bil, “McDonald’s” at $92.5Bil, “Toyota” at $239Bil, “AT&T” at $173Bil and “Amazon” at $28.1Bil. An entrepreneur could potentially buy EMDs to steal some billion-dollar market share by simply buying EMDs such as “”, “”, “”, “”, “”, “”, “”. Can you see now why someone would want to pay a few million dollars for these prized domains? Doing so would immediately put him in the same ring as these corporate behemoths!


You Get Type-In Traffic Free Of Charge

Currently, it is estimated that there are 2.92Bil people who use the Internet regularly. Of this huge number, there are those that still use the address bar to locate whatever it is they are looking for. For instance, a user may type on the address bar when looking for a website that sells shoes. If is your website, you will get free traffic to your website. Recently, a research was carried out to determine which site, between and, received more traffic in a day. The results revealed that received more traffic, despite the fact that they spend nothing on marketing the website. As such, using an EMD can drive free traffic to your website, without the need for marketing.


It Will Improve Search Engine Ranking

With EMDs, website owners find that it takes less resources: namely page optimization and links to get the same job done because EMDs already have value by virtue of its keyword attributes. However, websites that have exact match domains tend to rank better than the ones that do not use this type of domain. If you regularly search the Internet using search engines, you must have noticed that websites that use exact match domains tend to rank higher than even the authoritative non-EMD websites.  This is another reason why you should consider investing in exact match domains. This improved page ranking will in turn drive more traffic to your website.


EMD Offers a Keyword-rich link anchor text

For your website to rank well in search engine results, especially in Google, it must have links that contain keyword-rich anchor text. For instance, you may be having a website selling dog food. For the website to rank number one in Google search, it should have a considerable number of links pointing to it and containing the anchor text ‘dog food’. This is why an increasing number of webmasters today are linking to other sites, with keywords in the links. While this is also a good strategy, it will not help much when it comes to SEO. Rather than going through this trouble, you should just get an exact match domain; hence have a link that is keyword-rich. This makes link building and SEO for the website a lot easier. A good example is, a domain that is not owned by Google, yet it ranks number two in search results.


The Value Of EMD is Appreciating

Over the past few months, there has been an increasing demand for exact match domains. This has caused the value of the domains to escalate astronomically. This makes them an essential investment for businesses, particularly the ones looking forward to be ranked well in Google search results.


How much do EMDs Cost?

The cost of EMDs depends on various factors, many can cost of up to $50 million.  Top grossing EMDs include: $49.7M $35M $8.25M $4M


High Cost-Per-Click

Many EMDs intrinsically have very high Cost-Per-Click (CPC) values because they in competitive niches such as loans, credit cards, making money, sex, hotels, rentals, properties, autos, computers, gaming, gadgets, telecoms, mobile phones, etc.

Of late, many nimble entrepreneurs have been buying thousands of EMDs for the sake of attracting Cashparking, Adsense revenue as well as obtaining income from affiliate sales and offers. Many other enterprising businessmen are even renting highly sought-after domain names, e.g. which is both for sale as well as rent at the time of this article was published.


Is It The Right Time To Get EMD?

Nothing has changed much, it is still beneficial to have an exact match domain for your website, if you would like for it to rank high in search engine results. Currently, this strategy is still a powerful ranking tool which allows your site to be seen as the dominant site within your specific niche. Additionally, visitors can know what the website is all about at a glance. If you are unsure whether to opt for this strategy or not, you should ask yourself the following questions:

  • Are you investing a considerable amount of money on Google AdWords for a certain keyword?
  • Can your business be described in one word?
  • Is that name available for sale as an exact match domain?

If the answer to these questions is yes, you should go ahead and acquire an EMD for your business or as an investment. As Internet continues to pervade every part of our existence, as an outstanding business tool, an increasing number of businesses are buying domains to set up websites. In a nutshell: thousands of businesses are being set up every day but the number of EMDs they are competing are shrinking like a tiny pool on a hot summer’s day. Market demand will exponentially outstrip supply as many of these businesses become increasingly click-and-mortar based.

A well positioned domain name, like holdings of gold and precious commodities, may have ups and downs in value relative to global market forces – but you can be sure that over time their value can only go UP! UP! UP! as EMDs get scarcer and scarcer. So something that you may be lucky enough to purchase for $100 now may well be worth $100,000 in the not-too-distant future because that industry has boomed. One good example is “cloud computing”. A decade ago this term was confined to an obscure faction of the scientific community which used dislocated computers to attack a large computing task such as cracking the DNA sequence (computers back then did not have the power individually) – you could have purchased that domain for perhaps the cost of dinner. Now is likely to fetch a few million dollars in the open market because it has become so widespread and commercialized. If you owned it would signify that you were THE LEADER in a very crowded field including IBM, Rackspace, Microsoft, Amazon, FYI is owned by Dell.


What Are You Waiting For?

Buy purchasing some choice EMDs today and sitting on them (which is not bad considering you could earn income in the meantime - remember cashparking, Adsense and renting?) you could grow your small pot into a big cauldron of gold faster than parking your hard earned cash in savings, bonds or properties!

Just a few days ago, reported that was sold of a staggering $33,300 by Ghost Foundation, a not-for-profit organization. The previous owner probably purchased the domain for only a paltry hundreds of dollars and when the offer came… well the rest is history!!! See the article here.

Posted on: Thursday 28th May 2015, 03:32:57 PM

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