Published:
Updated:
by Wayne Smith
Using a direct match keyword domain likely began before Yahoo. When Yahoo came around, it used the site name as one of the keywords. As people started using search engines as their default browser page, they also increased using the search query box to enter a URL instead of the URL bar.
Today, people still directly enter the site name into the search query form instead of using the address bar, and they do it with intent. They expect the search engine to give them the site in the results.
People also enter a site name into the query form followed by a keyword the industry has named this kind of search navigational intent. According to a Penn State study, about 10% of searches are navigational.
Search Engines and the customer is always right
If a search engine client enters a site URL into the query form and does not get the site as a search result they will be disappointed. They may even decide to use a different search engine for their default home page.
However, expectations also include the search engine will spell check and provide the official site. In short, they want to search engine to qualify the results not just provide an exact match domain.
... personal experience running a search engine ...
Before 9-11-2001, unemployment in the US was below 3%; Headhunters and job sites were trying to grow their market share using the affiliate marketing channel. My service was simple enough -- provide a search engine for the vertical market.
Believe it or not, people would search in a large search engine, find my site, then search for www.monster.com on my site. Maybe it seems silly they could have used either the address bar or the initial search engine to find the site before coming to my site, but these wonderful people decided to use my site.
Of course, my site used, "direct match keyword domain" as a ranking factor.
Qualifying a Exact Match Keyword Domain
As noted, the user intent for navigational searches includes the benefits of using the search engine instead of the address bar. The search engine can or is expected to:
- Provide the official site -- even if the user entered .com instead of .net
- Provide sites with NAP, (Name, Address, and Phone Number)
- Consider the history or how long the site has been indexed
I've seen attempts to create a new site in an attempt to quickly rank for a keyword ... but I've never seen that work as a tactic.
The time to establish a site is normally a couple of months. The time can be shortened when it is an extension of an existing site that has a history and has already shown qualifications (NAP, waited a couple of months) to search engines. The main reason for a sister site is to maintain topical relevance for both sites.
Exact match domains are an evergreen SEO factor
While the "exact match domain," is evergreen, they need to be branded. The Google leaks show Google has a special scoring system devoted to "exact match." The brand knowledge panels also show special treatment for brands.
People are going to enter domain names as a search query and Google is not going to stop them. But Google understands the intent to be a brand search.
Why a brand entity should be used as a domain name
When somebody searches for a brand they expect the brand, which is normally the site name, to appear as the search result. The recent data inadvertently released by Google shows an attribute, (or a qualifier), specifically for this kind of site;
Entity match domains
Take thorhammer.com as a case study
Home - Thor Hammer Company Limited
Since 1923 we have specialised in producing hammers and mallets that provide a non damaging striking solution for any problem where a hand operated tool is required.
Our reputation for quality is legendary and is backed up by being approved to ISO9001 since 1992.
Although they are a well-established brand they need to compete against a Greek god, with an equally well-established history. Thor has a breadth of history or an entity that includes a sub-entity of his hammer.
For SEO this competitor is an unwanted distraction for content on the site. Time needs to be invested in competing against Thor, which could have otherwise been spent competing against businesses that actually exist.
If not for the fact that "Thor Hammers," is a brand with an established entity it may have never been able to gain ranking.
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