: Starting in September 2012 Google started launching algorithm updates to de-rank many exact match domains (EMD). It used to be that owning keyword.com was a sure ticket to ranking in the

Starting in September 2012 Google started launching algorithm updates to de-rank many exact match domains (EMD). It used to be that owning keyword.com was a sure ticket to ranking in the top three for that keyword. Not anymore. Now days to rank with an exact match domain you need to have as many SEO signals as other sites that don't have the exact match domain name.

The four reasons you gave are correct, but this is one more: click through rate (CTR). One of the main signals to Google that a brand deserves to rank is when the CTR is very high. When 90% of searchers click on the EMD, Google very quickly realizes that those searchers have "navigational intent". In other words, they searched for the brand or domain rather than typing it into the address bar. When Google sees that there is navigational intent, it will invariably give the top slot to the EMD and usually put additional site links in the listing as well.

If the EMD is not a brand, or if the brand is based on common keywords, a number one ranking is hard to get.

10% popularity Vote Up Vote Down