The myth: “EMDs are dead”
For years, SEOs have repeated that exact match domains are “dead”. In reality, Google simply stopped rewarding low-quality sites that used EMDs as their only trick.
What changed is not the idea of relevance, but the tolerance for thin content and spammy backlinks. A good domain name still matters – it just can’t replace real work.
Where exact match still helps
- Relevance: a clear match between query and domain can reinforce user expectations.
- CTR: on crowded SERPs, a domain that clearly matches intent often wins more clicks.
- Memory: users are more likely to remember a domain that literally describes what they wanted.
An exact match domain is not a ranking hack. It’s a way to make your intent obvious at a glance – to users and to search engines.
When an EMD is a bad idea
There are situations where an exact match name can limit your brand or even look untrustworthy:
- When you plan to expand far beyond the initial keyword niche
- When the domain looks like a cheap made-for-SEO project (too long, stuffed, awkward)
- When your audience expects a stronger brand than a pure EMD
Blending EMD logic with brand
One of the best models today is a hybrid: you keep one strong keyword in the name, but add a brand element too.
For example:
- PetSupplementsLab.com
- YogaMatStudio.com
- ChargebackHelpDesk.com
These domains are not spammy, but they still communicate relevance very clearly.
How we vet exact match domains
At TrustDomains we don’t just look at the string. We check the entire history:
- Archived content and previous uses
- Backlink profile and anchors
- Indexation and potential penalties
Only then do we decide whether an exact match domain is a real asset or a liability.
If you’re thinking about building or migrating to an EMD, it makes sense to combine domain research with a quick SEO review of your plan.