The return of exact match domains in Google UK SERPs
Take The Kardashians for example. No matter how much you despise something or know how damaging it can be to the bigger picture, they always come back, to your annoyance. Well, in the SEO community (in the financial sector in particular), we’ve seen an ugly friend rear their ugly head once again – the EMD. Although, not to be confused with a digital sexually transmitted disease, the EMD is an acronym for ‘Exact Match Domains’ – so websites that rank well, simply by having the name of the keyword within the domain itself.
We also have a PMD (a not so serious one), which is ‘Partial Match Domains’, who have also come juggernanuting back into the fold. Here, I am to explore the return of the EMD in the UK within different sectors and offer some possible insight into why this may have happened.
