Do Exact Match Domains Still Work for SEO?
SEO at the early stages of Google, in order to lead search engine results it was important to make sure that the targeted keyword and the domain name were matching. This was the only technique that was considered to be successful and viable. The rationale behind it was that for Google to provide users with search results that are relevant, it was necessary that it uses a URL with a similar name. Therefore, what would get you on the first page of Google would be to purchase a domain from 123 Reg or GoDaddy for one year, add engaging content and get a few links.
Furthermore, it implied that all links that redirected to your website would have exact match anchor text. This is another strategy that was guaranteed to significantly improve search engine rankings. However, in April 2012 all this came to a halt with the Penguin algorithm.
What should pique the interest of anyone is how the search results pages of Google rarely display some ideal exact match domains like insurance.com, loans.com, cars.com and food.com. In fact, some of the websites are old businesses or companies that are no longer operational but the domain owner wishes to make a killing by selling it. The clients of 123 Reg often encounter domains put on sale because the business functions as a broker for people interested in a good name.
Algorithm shift
Google changed its algorithm in the year 2012 with an aim of penalizing all exact match domains. Matt Cutts who is a guru in matters SEO mentioned that the change would affect about 0.6% of all English-U.S. queries. In addition, this would make the exact match domain website rankings to plummet especially for those of low quality. The algorithm shift also had the potential of making long name domains to lag behind on the search results pages of Google. Some even disappeared!
In the year 2017, Google demands for short URLs as no long name domain can be seen on the first page of Google. This is why SEO practitioners are advised to shorten URLS.
The current use of exact match domain
It should be noted that exact match domains are still relevant but their marketing strategy has to be spot on. Anyone who can transform an exact match to become an actual company or brand can survive. Some good examples are http://cashconverters.co.uk/ and http://startuploans.co.uk/ that offer what they suggest but are still at the top of Google’s search results.
The brands enjoy the benefit of age in their specific industries. It is for this reason why people should take a domain early enough in an industry with potential. A short name and 2 keywords should suffice.
In the absence of a strong keyword, use a partial match that comprises of 2 primary keywords. It should be noted that it is still beneficial to have a domain with 1 or more keywords.
The work of brand SEO
The main reason why such domains have survived and are thriving is due to the fact that they evolved into brands, a factor that Google is keen on.
Any domain name that practices good brand SEO will remain in business. Let us examine bridgingloanhub.co.uk by looking at the brand techniques that they utilize:
Trust signals
There exists a real phone number and address on the website. This should be as per the Google Business listing. The website should have links to actual social media pages. In addition, it should have terms and conditions, a privacy policy, a Contact page and an About Us page. All these are indications of its legitimacy as a company.
Content
It also has a clear website architecture that consists of useful content and landing pages. It links authority websites that comprise of government sites, news as well as other pages that exist on the website.
Links
An actual brand is featured on websites and in the news of a similar industry, this is shown by their listings on Commercial and Bridging and Mortgage Introducer. Usually, if a company is being recommended as authentic then Google rankings show this.
This means that if a user keys in a competitive SEO word such as car insurance or life insurance they will get results of large brands. The reason being Google sees such brands as trustworthy compared long name domains. All in all, it is more important to create an online brand even if you possess an exact match domain name that facilitates SEO in the year 2017.