It’s no secret that I like exact match keyword domain names (EMD). When shopping for something where I don’t have a particular brand in mind, I will frequently visit the .com EMD to see who owns it and if I might be able to purchase something there. I also use it as an acquisition opportunity in case it’s available for a good price.
I want to share a EMD success story with you.
I was in New Orleans with some friends this past weekend. We decided we would rent a balcony on Bourbon Street in the French Quarter, and I did some research to find a place to rent. I opted not to use Google and found two sites using direct navigation: BourbonStreetBalcony.com and BourbonBalcony.com. As luck would have it, both domain names have websites advertising balconies, and we used one of them for the rental.
In my opinion, it’s a great idea for a company to use an exact match keyword domain name to advertise a product or service. It’s even more beneficial when there isn’t a well known brand in that space because Google tends to rank well known brands better even for unbranded keyword searches. Without a major brand, EMDs tend to rank higher from what I’ve noticed. For instance, BourbonStreetBalcony.com ranks #1 in Google for the search.
If it wasn’t for the EMD, I probably wouldn’t have known about this balcony, especially because a friend had found another balcony through a concierge referral.
Most people don’t search like I did, but direct navigation traffic continues to produce qualified leads, and if the owner of the domain name I found tracks his referrals, he’ll notice that this converted lead was organic and not from a search engine.