Exact match domains (EMD) is a difficult conversation to have for many website owners, developers and SEO professionals.

Each has their own isolated experiences of success and failure when using exact match domains, both pre and post Google EMD update.

If you don’t know about the Google EMD update, then I suggest you do a little reading on how Google released an exact match domains update.

In short, Google created a filter to remove low/poor quality websites using exact match domains from ranking in search engine results.

Because websites using exact match domains contained the keywords in the domains that users used when searching, they were easily ranked as authoritative websites in search results.

With the intro of the Google EMD update, many website owners and developers were hit hard in loss of rankings, traffic and revenue.

Others were penalized to the point of de-indexed in some cases for their websites using exact match domains, also known as keyword domains.

From sea to shining sea, you’ll read and hear mixed reviews when attempting to find a final resolve for whether you should or should not use exact match domains.

However, my hope is to help you thoroughly understand why and how exact match domains can be used effectively and ineffectively.