Having a keyword rich domain name, of course, is a strategy that many have employed in a quest to reach the top of the SERPs. While keyword domain stuffing (a la the-most-popular-ebooks.com) has always been of highly questionable value, the notion that exact match domains assist developed sites is not new.

From eBooks.com to RealEstate.com, it doesn't take much effort to find plenty of evidence that exact match domains are given some additional weight by Google.

If Google changes the weight of this component of its algorithm, you can be sure that publishers who have built on top of exact match domains will watch anxiously to see if they're negatively impacted. And domainers hawking these domains will have a harder time pitching their potential SEO value.

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