EMD (Exact Match Domain)
A domain name that exactly matches a specific keyword is called an EMD. An Exact Match Domain (EMD) usually consists of descriptive, short phrases that people often search for. Many companies use EMD to rank at the top of search results for a specific query. If a lot of people search for "buy pink items," you as a business can buy the domain "pinkartikelenkopen.co.uk" and publish your site on it.
Because your domain name exactly matches the search query, this URL will theoretically appear at the top of the search results. However, the changes in SEO rules of search engines, an Exact Match Domain can cause just the opposite effect. More on this in the next paragraph.
Effect of EMD on your SEO
In case you actually offer what the EMD URL says this can be positive for your SEO. But if this is not the case then it will have a very negative effect on your ranking in the search results. We say theoretically because search engines now crawl in a different way. Search engine bots from Google, Bing and Yahoo! are now looking at, among other things:
- Relevance
- Content
- Number of visitors
- Natuurlijke schrijfstijl
In fact, many EMD websites are spam websites used to confuse search engine bots. The downside for these spam websites is that search engines such as Google and Yahoo! are aware of this type of spam. These "irrelevant" websites are then deliberately removed from search results, but it can therefore also have a positive effect when the website URL matches the function of the website. Even big brands use this method. They then buy up a domain and redirect on this domain to their brand's website. Be careful not to receive a Google Penalty. Google does not like this form of fooling the search engines with an EMD.
