Website domain names in the modern age are bought, sold and traded like commodities in their own rights. What they really are is prime online real estate and they are in a state of constant flux as the demands of the market shift and change.
The folks at Google have done an excellent job on monitoring their ranking algorithms and have responded in kind. Now, exact-match domains (EMD) and partial-match domains (PMD) are ranking lower in the search results.
Why is this happening?
The simplest reason is that global competition has shifted the way people are doing business online. In the past, if you wanted to find a free video editing software package, you’d merely type in, ‘videoeditor.com’ and that’s what you got.
Companies the world over are realizing that keywords in their domains are not producing as strong a ROI as they were only a short time ago. Instead, businesses are opting to invest in areas where there is less risk for greater reward by comparison – areas such as brand identity, market presence, online advertising and SEO website content.