EMD stands for “Exact Match Domain,” which is a domain name that precisely matches a keyword or phrase that users might enter into a search engine when looking for specific information, products, or services. The strategy behind using an exact match domain is to leverage the potential SEO benefits, as search engines may give some preference to websites whose domain names correspond directly with a popular search query. This approach was more effective in the past when search engine algorithms weren’t as sophisticated as they are today. However, over time, search engines like Google have updated their algorithms to prioritize high-quality content and user experience over exact match keywords in domain names. As a result, the impact of EMDs on search rankings has diminished, and digital marketers are encouraged to focus more on creating valuable content and a strong brand rather than relying solely on an exact match domain for SEO advantage. Nonetheless, an EMD can still be beneficial if it is relevant to the brand and is accompanied by a robust website that provides a good user experience and relevant, authoritative content.