Choosing a name for your website is a crucial decision when establishing your company’s online presence and marketing strategy. As the initial point of contact for many customers, your domain name acts as as crucial to your business’s success as your company name. However, the key question is whether an exact match domain (EMD) or a branded domain aligns better with your business needs.

Deciding on a domain name involves considering various factors. It’s essential to weigh technical aspects like SEO and Google algorithms alongside the appeal, originality, and impact. In the past, EMDs were the go-to choice. By matching search terms, keywords in the domain name guaranteed significant website traffic. However, this changed in September 2012 with the release of Google’s EMD Update. Low-quality websites with EMDs lost their standing, forcing the rest to adapt.

Image via Moz Since then, there has been a noticeable shift towards branded domains. Recognizing the impact of branding, companies are increasingly investing in making their names memorable by connecting them to their offerings. With basic keyword optimization becoming less effective, EMDs might seem less relevant. However, the ideal choice between EMDs and branded domains hinges on your specific marketing objectives. Let’s explore the different domain name options available.

Why Were Exact Match Domains Effective?

Image via Domain Sherpa First, what defines an exact match domain? EMDs typically consist of one or two words directly representing the business’s product or service. This keyword optimization makes the domain name highly relevant, allowing customers to quickly determine if a website matches their search. The advantages of EMDs include higher search engine click-through rates (CTR), more relevant anchor text links, and increased AdWords CTR. Conversely, EMDs can come across as spammy, are often difficult to acquire, and might lead to brand confusion due to the use of generic commercial keywords.

Image via Moz Search engines constantly evolve their methods for ranking websites based on domain names. Before 2012, a simple website with an EMD was enough to secure a top spot on Google’s search results. So, what changed? One could argue that this was the era of SEO-focused strategies. Websites prioritized attracting traffic over delivering valuable content and a positive user experience. Today’s consumers are more tech-savvy and have higher expectations for online experiences. Spammy, low-value websites are ineffective, and search engines actively penalize or remove them. EMDs can only be advantageous if the websites offer high-quality content and genuine value to users.

How EMDs (and PMDs) Can Still Be Effective

Image via Search Marketing Standard While EMDs have lost some of their effectiveness and allure, they remain a viable choice when selecting a domain name. Alternatively, consider a partial match domain (PMD) – a compromise that blends EMD characteristics with a branded approach. PMDs include a significant keyword alongside a catchy phrase, creating a more appealing domain name than a pure EMD. PMDs also benefit from higher click-through rates due to the relevant keyword and quality backlink anchor texts. However, like EMDs, PMDs have been linked to low-quality content and spam. Consequently, Google has taken action to combat misuse and keyword stuffing. PMDs can also restrict branding efforts. If your business operates in multiple niches, a specific keyword might necessitate website revisions to reflect all activities.

Advantages and Disadvantages of Branded Domains

Let’s shift our focus to branded domains. These domains don’t contain keywords related to your offerings but instead leverage your brand’s recognition. Easily recognizable and obtainable, branded domains great for building your visibility and allow for diversification without rebranding. They also carry a lower risk of anchor text penalties.

Image via Big Commerce Despite the positives, branded domain names have drawbacks. Building credibility with Google takes longer and demands more effort, potentially resulting in lower click-through rates compared to EMDs or PMDs. This could mean higher advertising costs.

Aligning Your Domain Name with Your Objectives

There’s no definitive answer to whether an EMD, PMD, or branded domain is best for your business. Each has strengths and weaknesses. Your choice should depend on your company’s specific goals. If exposure is paramount, exact or partial match domains can be effective. Relevant keywords can significantly increase traffic and product recognition, especially with limited advertising and branding budgets. While not inherently spammy from an SEO perspective, using an EMD or PMD doesn’t guarantee the same results as before. Achieving a high ranking with keywords in your domain name is possible, but avoid overusing them.

Image via Shout Me Loud Branded domains are an excellent alternative if your focus is on strengthening your brand image. They’re particularly beneficial if:

• You provide multiple services
• You operate in a broad industry
• Your website undergoes frequent changes (like Amazon or Twitter) While launching a branded domain requires more time and effort, the long-term benefits are greater—plus, remember that Google likes brands.

Looking Ahead: The Future of Domain Names

Today, branded and partial match domains dominate domain name choices. While SEO remains crucial for website performance, branding has become the driving force behind a company’s online and offline success. What makes branding so impactful? It sets your products and services apart from competitors. A strong brand forges emotional connections, making it easier for people to relate to your company. Branded domain names follow the same principle: they appear less spammy and are more memorable than generic keyword-based names. Branded domains seem poised to be the future of domain names—not just for supporting SEO but also for being relatable and memorable. Domain names should also be relevant, concise, unique, and easy to spell. Whether you opt for a portmanteau or a completely new word, incorporating creativity and emotional appeal is always recommended. Both exact match and branded domains offer the potential for a successful website launch. However, branding is generally preferred for its ability to resonate with people’s interests compared to a simple keyword-based approach. Ultimately, your chosen domain name type should align with your marketing and business goals. Regardless of your decision, prioritize high-quality, informative content over basic technical optimization, as both search engines and customers value it.