Using a domain name that includes the keywords you want to be found for in Google to rank higher in search results—does that still work?
Keyword domains, also known as Exact Match Domains (EMD) and/or Partial Match Domains (PMD), largely consist of keywords that the website aims to rank for on Google. This strategy was widely used, especially in the past (pre-2012). Because Google placed a lot of value on EMD domain names, they were very attractive to online marketers. Purchase prices skyrocketed, and search results were often dominated by this type of domain name. The associated websites often had little content of low quality.
Google fights back. The search engine aims to show the most relevant results to the user. The high ranking of keyword domains, which online marketers widely used as a shortcut to high rankings, did not fit this philosophy. Google made various changes to its algorithm to ensure that this form of search engine optimization received much less value. As a result, the influence of keywords in the domain name drastically decreased.
Choosing a keyword domain to shortcut your way to a top ranking has become much more difficult due to algorithm changes. However, these domains still hold some value, especially in countries outside the US. Despite Google sorting its results less 'keyword-driven,' an EMD/PMD offers the following advantages:Â
Improved Click-Through Rate (CTR): Keywords in the URL that match the search query are often highlighted, positively influencing the CTR.Â
Anchor Text Benefits: Links to the website often contain relevant words in the anchor text, which can help build a good link profile.Â
Ranking Value: Keywords in the URL still hold some value for Google's ranking.Â
Thus, EMDs and PMDs are still usable, provided they come with a website that has sufficient authority, high-quality content, and a good link profile. The advantage over brand/business name domains is marginal, especially when considering the downsides of an EMD/PMD:Â
Higher Purchase Costs: They are often more expensive to buy.Â
Vulnerability to Competition: Competitors can easily claim similar domains, for example, with or without a hyphen or in a different extension (TLD).Â
Branding Challenges: They are often harder to brand.Â
Not Always Future-Proof: They may not always be suitable for future changes.Â
Language Limitations: They are often not suitable for multiple languages.Â
Keywords in a domain name still offer a small added value for search engine optimization but come with significant drawbacks. The choice between a branded or keyword domain name should depend on specific goals and future plans. With quality content and a good link profile, both domain types can achieve high rankings.
