Are exact match domains worth it in 2024 and beyond?

Using Betteridge's law of headlines, the answer is simply ‘No'

I was sent a Twitter thread today from somebody about some SEO tips, and one room walls that exact match domains still work. I actually don't believe that's true, and the latest Google leaks about the API documentation do suggest that they're penalised.

I double-checked this for Perplexity, and this is what it came up with…

Yes, the Google API leak did indicate that exact match domains (EMDs) are devalued by Google's search algorithm. Here are the key points regarding EMDs from the leaked information:

1. Demotion of exact match domains:
   The leaked documents revealed that Google has a specific demotion factor for exact match domains[4]. This suggests that using an EMD may actually hurt your rankings rather than help them.
2. Negative impact on rankings:
   According to the leak, calling your website with an exact match keyword (e.g., ‘bestshoesireland.com') might actually harm your rankings[1]. This aligns with statements made by Google's John Mueller in February 2024, associating keyword-rich domain names with spam.
   
3. Shift in Google's stance:
   The leaked documents indicate that Google is reevaluating its position on EMDs[2]. While EMDs were once popular for quickly ranking for specific keywords, Google's search division has recently devalued their impact.
4. Prioritizing content quality:
   Going forward, Google will prioritize content quality and relevance over domain names that exactly match search queries[2][6]. This suggests that using an EMD is no longer an effective strategy for improving search rankings.
5. Potential penalties:
   The leak mentions penalties for domain names that exactly match unbranded search queries (e.g., mens-luxury-watches.com)[6]. This further reinforces the idea that EMDs are viewed negatively by Google's algorithm.
6. Focus on branding:
   In light of this information, it's recommended to opt for a brandable and memorable domain name rather than relying on an EMD when considering a new website[2].

John Mueller said it on Reddit that exact match domains aren't great.

This revelation from the Google API leak confirms what many SEO professionals have suspected for some time – that exact match domains are no longer advantageous and may even be detrimental to search rankings.

Sources
[1] Opinion: What Did We Learn from the Big Google Leak? | AdWorld.ie https://www.adworld.ie/2024/07/12/opinion-what-did-we-learn-from-the-big-google-leak/
[2] Shocking Google Algorithm Leak Exposes SEO Secrets https://allscapesmarketing.com/google-algorithm-leak/
[3] Everything you need to know about the Google API leak https://www.bigstarcopywriting.com/blog/news/google-api-leak-2024/
[4] Google Search's API Documentation Leak – Workshop Digital https://www.workshopdigital.com/blog/google-searchs-api-documentation-leak/
[5] Breaking: Google Ranking Secrets Leaked! What Was Found? https://www.thehoth.com/blog/google-ranking-leak/
[6] An Anonymous Source Shared Thousands of Leaked Google … https://sparktoro.com/blog/an-anonymous-source-shared-thousands-of-leaked-google-search-api-documents-with-me-everyone-in-seo-should-see-them/

I also asked o1 about it.

An exact match domain (EMD) is a domain name that exactly matches a specific keyword or search query you are targeting (e.g., bestlaptops.com for the search query “best laptops”). While EMDs were historically valuable for search engine optimization (SEO), search engines like Google have evolved to prioritize user experience and content quality over domain names.

From the documentation you provided, specifically the exactMatchDomainDemotion attribute within the CompressedQualitySignals model, we can infer why an exact match domain might be detrimental:

1. Demotion of Exact Match Domains

The exactMatchDomainDemotion attribute indicates that Google applies a demotion factor to exact match domains. This is evident from the description:

exactMatchDomainDemotion (type: integer(), default: nil) – Page quality signals converted from fields in proto QualityBoost in quality/q2/proto/quality-boost.proto. To save indexing space, we convert the float values in [0, 1] to integers in the range [0, 1023] (use 10 bits). exact_match_domain_demotion: converted from QualityBoost.emd.boost.

This suggests that Google's algorithm includes a mechanism to reduce the ranking potential of sites that rely solely on their domain name matching a query, particularly if these sites do not provide high-quality content.

2. Focus on Quality Content Over Domain Names

Google's primary goal is to deliver the most relevant and high-quality results to users. Relying on an EMD without offering valuable content does not meet this criterion. Instead, it may be viewed as an attempt to manipulate search rankings.

3. Potential Association with Low-Quality or Spammy Sites

Exact match domains have been exploited in the past by low-quality or spammy websites aiming to rank highly without providing meaningful content. As a result, Google's algorithm may flag EMDs as potentially lower quality, applying further scrutiny or demotion.

4. User Trust and Brand Recognition

From a user perspective, EMDs may not convey the same level of trust or brand recognition as a branded domain. Users are increasingly savvy and may prefer well-known brands or websites with a strong reputation over generic EMDs.

Summary:

An exact match domain may be bad because:

• Algorithmic Demotion: Google's algorithms, as indicated by the exactMatchDomainDemotion, may lower the rankings of EMDs to prevent manipulation of search results.
• Content Quality Focus: Without high-quality, valuable content, an EMD is unlikely to perform well in search rankings.
• Potential Negative Perception: EMDs can be associated with spammy or low-quality sites, which may harm user trust and click-through rates.
• Reduced Importance of EMDs: Modern SEO emphasizes content relevance, backlinks, user experience, and other factors over domain names.

Recommendation:

If you're considering using an exact match domain, focus instead on creating a strong brand and providing high-quality content that meets users' needs. This aligns with Google's guidelines and is more likely to result in sustained search performance.

I don't think people who recommend exact match domains in 2024 keep up with the latest trends in SEO. I'd say that if an exact match domain was ranking, it's ranking in spite of it being an exact match domain rather than because it's an exact match domain.

Ben

Ben has a BEng (Hons) in Computer Science and 20 years of experience in online marketing, specialising in SEO, lead generation and affiliate marketing. After spending over a decade as an igaming affiliate, he has decided to concentrate on GA4 training and SEO Audits.