What Are Exact Match Domain Names?
An exact match domain (EMD) is a website domain name that precisely matches the target keyword or search phrase you want to rank for. For electricians and trade businesses, this means your domain name would exactly match what potential customers are typing into Google when searching for your services.
Examples
One of the most well-known examples is Hotels.com, which capitalises on the common search term “hotels” – demonstrating how powerful an EMD can be when it aligns directly with user search intent.
Think about it: when someone needs to book a hotel, they often simply type “hotels” into their search bar. Hotels.com benefits from this direct match between their domain name and the user’s search query. This same principle can be applied across various industries and services.
Despite the hotel industry being one of the most competitive niches online, with giants like Booking.com, Expedia, and TripAdvisor all fighting for visibility, Hotels.com consistently ranks on the first page of Google.
Here are some other examples of exact match domains:
- Booking.com (for “booking”)
- Cars.com (for “cars”)
Contents
Difference Between Exact Match and Partial Match Domains
Partial Match Domains (PMDs) contain your target keyword but include additional words or variations. They’re often more flexible for branding while still maintaining SEO value.
Exact Match Domain Examples:
- sydneyelectrician.com.au
- commercialelectrician.com.au
Partial Match Domain Examples:
- sydneybestelectrician.com.au
- melbourneeliteelectrical.com.au
The Current State of EMDs in 2024
In 2024, exact match domains still hold value, but their effectiveness has evolved significantly from the “golden days” when they were almost guaranteed tickets to high rankings. Today’s digital landscape requires a more nuanced approach to domain selection and SEO strategy.
Google’s Modern Approach
While Google once gave significant weight to exact match domains, its sophisticated algorithm now prioritises overall website quality, user experience, and content relevance. EMDs can still provide a slight advantage, but only when backed by:
⚡ High-quality, relevant content
⚡ Strong user engagement metrics
⚡ Mobile-friendly design
⚡ Fast loading speeds
⚡ Natural backlink profile
Impact on Local Service Businesses
For local service businesses like electricians, EMDs can still be particularly effective when combined with local SEO strategies. For example:
⚡ “electricianperth.com.au” or “perthelectricalexperts.com.au” (PMD) might perform well for local searches
⚡ However, it must compete with established brands that may have stronger domain authority
Should Electricians Invest in EMDs?
While many digital marketing experts argue that the power of exact match domains is declining, real-world evidence in the electrical industry tells a different story. Let’s look at what’s actually happening in Google’s search results for electrical contractors across major Australian cities.
The Reality of Local Electrical Search Results
Despite the common belief that EMDs and PMDs are losing their effectiveness, a fascinating pattern emerges when analysing search results for “electrician” + major Australian cities. Even when controlling for proximity by searching from different locations, websites with exact or partial match domains consistently appear in top positions.
Take this example:
When searching for “Electrician Melbourne” from Brisbane (effectively removing the proximity bias from local search results), the top two organic results are:
- electricianmelbourne-maes.com.au
- melbournewideelectrical.com.au
Here is another example of when you search Electrician + Perth:
The top-ranking site’s URL is https://www.electricianinperth.com.au/ and receives just shy of 18,000 organic monthly search visits.
This pattern repeats itself over all the major cities around Australia.
What This Tells Us About EMDs in the Electrical Industry
- Industry-Specific Performance
- While EMDs might not carry the same weight in all industries, they appear to maintain significant influence in the electrical contractor space.
- Local service businesses, particularly trades, seem to benefit more from EMD/PMD strategies than other industries.
- Search Intent Alignment
- These domains directly match how customers actually search for electrical services.
- They provide immediate clarity about the service and location, which may contribute to higher click-through rates.
- Competitive Advantage
- In a crowded market, having your location and service in your domain name can help differentiate your business.
- This advantage becomes particularly apparent in location-based searches.
Final Thoughts
Exact match domains continue to be a valuable tool in your digital marketing arsenal, particularly for electrical contractors. While they may not carry the same weight they once did, our research and real-world examples demonstrate their continued influence in search results, especially in the trades industry.
For new electrical businesses just starting their journey, securing an EMD or PMD can provide an early advantage in the search results. If an exact match domain isn’t available in your service area, which is often the case in major Australian cities, a partial match domain can be effective also. These domains help align your website with local search intent while maintaining professional branding.
However, if you’re an established electrical business, we advise against switching to a new domain name. Your existing domain authority is a valuable asset that shouldn’t be discarded. Instead of investing in a new domain, focus your resources on website optimisation, comprehensive Local SEO campaigns, and creating engaging content that demonstrates your expertise. Remember, a domain name is just one piece of the digital marketing puzzle. True online success comes from a well-rounded approach.
At Sparky Digital, we understand the unique challenges electrical contractors face in the digital space. We offer comprehensive, no-obligation marketing proposals tailored specifically for electrical contractors. Our team will analyse your current online presence and provide actionable insights to help grow your business. Let us help you elevate your electrical business to the next level and create a robust online presence that generates consistent leads and revenue growth. Contact us today to start your journey toward digital success.