Exact match domain (EMD)
An exact match domain reproduces a target query word for word — plumber-london.com. The direct ranking advantage was neutralised in 2012; indirect effects remain, alongside real brand drawbacks.
In practice
An EMD signals relevance at first glance and attracts naturally optimised anchor text. On the other side: a generic image, a restrictive extension, a ceiling reached the moment the offer expands. For a business with long-term ambitions, a proprietary brand wins; an EMD remains defensible for a deliberate niche site.