Exact Match Domains: How EMDs still offer a ranking advantage in 2025
Since 2012, Exact Match Domains (EMDs) haven’t really offered a significant advantage. The reason: a Google algo change more than a decade ago.
Then again, is this really what happended? There seem to be plenty of real-world examples where EMDs still dominate the search results.
So, are they still an SEO loophole, or has Google actually closed the door on this ranking hack?
To find out, we conducted a small study, looking at 500 individual search results, uncovering whether EMDs still hold an unfair advantage or if they no longer provide a competitive edge.
TL;DR
EMDs still rank well: They appear disproportionately often in Google’s top 10 results.
Lower authority needed: EMDs require 60% lower Domain Rating than other domains to rank in the top 10.
Limited keyword reach: 70% of EMDs rank only for their exact-match keyword, missing out on broader search potential.
Without strong content, EMDs fall short: A domain name isn’t enough. Quality content is the deciding factor.
Study Methodology
We selected 51 keywords with at least 10 monthly searches in Switzerland, focusing on terms well-suited for EMDs, such as occupations and service categories. These were divided into:
26 local keywords (e.g., “Driving School Zurich”)
25 generic keywords (e.g., “Moving Service”)
Then, we analyzed the top 10 search results for each keyword to identify patterns in ranking performance, domain authority, and keyword coverage of EMDs compared to other domains.
Findings: Do EMDs Still Have an Edge?
1. EMDs appear more often in top search results
Our analysis shows that EMDs are strongly represented in Google’s top 3 results, making up 25% of the top spots. But beyond position 3, their presence drops sharply to under 10%. This pattern suggests that Google may still favor domains that match search queries exactly.
2. EMDs rank with significantly lower authority
Another key finding: EMDs require far less authority to compete:
For local keywords: EMDs in the top 10 had an average Domain Rating of just 7.7, while non-EMDs needed 30.9 to rank.
For generic keywords: EMDs ranked with an average Domain Rating of 20.6, compared to 43.6 for non-EMDs.
This suggests that an EMD can partially compensate for a weaker backlink profile.
3. EMDs struggle beyond their main keyword
While EMDs can help rank for a specific term, most fail to gain visibility beyond their exact match. Our data shows that 70% of analyzed EMDs ranked only for their primary keyword and struggled to perform for related search terms. This suggests that while an EMD might provide an initial ranking boost, it does not necessarily help a site build broader topical authority in search.
4. Content quality remains crucial
Our findings confirm that an EMD alone is not enough to secure sustainable rankings. While some EMDs benefit from their domain name, those that consistently rank well do so because they also invest in high-quality, user-centric content. For example, top-ranking EMDs in our study had not only keyword relevance, but also high-quality content that directly addressed user needs.
In summary
Exact Match Domains still provide a ranking edge, but they are far from a guaranteed success. While they can help secure quick wins for specific keywords, their impact is limited without content quality, a strong backlink profile, and an overall SEO strategy.
For businesses with plans for long-term growth and diversification, a more flexible domain strategy may offer better opportunities for broader search visibility.
These findings were also supported by a survey we conducted with SEO experts. Most agreed that EMDs can still offer a ranking advantage—but only when supported by high-quality content and part of a solid SEO strategy.
How to Make the Most of EMDs
If you’re considering using an EMD, here’s how to maximize its benefits:
Niche businesses can kickstart their performance with EMDs: If you operate in a highly specialized industry or a local market, an EMD can help you gain an initial ranking edge and increase user trust.
Combine it with strong content: An EMD can help you rank faster, but without valuable content and a solid SEO strategy, it won’t sustain its position.
Think long-term: If you plan to expand your business, an EMD could limit your ability to rank for additional keywords. A brand domain provides more flexibility.