There has been quite a bit of talk lately about exact matching domain names (EMD) not performing as well in Google’s search results after the recent Google update, an event covered thoroughly by Barry Schwartz at Search Engine Roundtable.
My opinion has been that Google specifically targeted people and companies who used EMDs for content-poor websites that thought exact match domain names would boost their rankings despite the lacking content. I am not a SEO nor do I profess to have much SEO expertise, but I didn’t think the update would impact content-rich websites that used a EMD as its primary brand.
With the holiday season upon us, I want to share two important exact match domain names that appear to rank #1 for their exact match search terms.
BlackFriday.com, a domain name built into a website by Kevin Ham’s Reinvent, Inc. currently ranks #1 in Google for the exact match “Black Friday” term, that most likely drove millions of timely visitors to the website.
CyberMonday.com is a domain name owned by the National Retail Federation that advertises featured Cyber Monday deals, and it currently ranks #1 in Google for the exact match “Cyber Monday” term.
Keep a couple of important things in mind when analyzing this. First, both domain names are fully operational businesses that utilize the exact match domain names as brands. Second, both the Black Friday and Cyber Monday terms are highly competitive and there are thousands of large websites and brands (like Walmart and Target) that would love to rank #1 for these terms.
The next time you see an article about the dropping value of EMDs remember that Google IS targeting companies that have low quality websites on EMDs, but they don’t seem to be intentionally targeting high quality websites that use their EMDs as brands.