Exact Match Law Firm Domains

Gyi Tsakalakis
November 21, 2013

Had a brief chat with a lawyer the other day regarding an exact match domain. Thought I'd share some insights here.

First, if you have no idea what an exact match domain is or why it's even relevant, click the link above to Todd Malicoat's post at Moz (read the comments too).

Second, if you're in the process of choosing a domain, be sure to watch what Google's Matt Cutts had to say on the subject a few years ago:

If you don't have the patience to sit through the three minute video here is my takeaway:

Keywords in a domain matter for search, but probably aren't as important as choosing a domain that has meaning to people.

In other words, don't make keywords your primary focus in choosing a domain. Instead, put your audience first. If you can eloquently balance choosing a domain that will resonate with your target audience and include relevant keywords, great. But don't sacrifice your audience so that you can rank for a handful of keywords.

It's also worth noting that Google has been continuously adjusting the weight of keyword domain ranking signals:

If you take Google at face value, it makes sense that they would dial back the power of exact match domains. Registering keyword-rich domains is fairly easy to do (with enough budget). So, giving a lot of weight to this factor makes manipulating search results easier.

On the other hand, it's unlikely that Google will ever completely dismiss keywords in domains. After all, they can communicate what a site is about. And let's face it, for less competitive keywords, they can perform pretty well in search.

However, if you rely on keyword-rich domains to drive business at your firm, you're likely to be greatly disappointed.

You see, even if your exact match domain ranks for the target phrase, do you really think that one search query is going to support your practice. Further, do you really want to be that vulnerable to adjustments search engines make in the weight of the keywords-in-domains signals? That's unwise.

Choose a domain that will both resonate and be easy for your target audience to remember and link to. Don't choose your domain for robots:

Change Your Law Firm Website From Liability To Asset from MyCaseSD
Gyi Tsakalakis
Co-Founder of AttorneySync
Notify of
Inline Feedbacks
View all comments

Let's Discuss Your Growth

Helping law firms grow profitably with digital marketing and can prove it.

Barry Conybeare

We are so impressed with AttorneySync and their digital marketing services. We started with an audit of our digital presence and hired them thereafter. Fixes to the website and other platforms quickly followed and we have seen a substantial increase in online traffic, new client calls, and new client contracts. Strongly recommend AttorneySync!

Let's Talk

How can we help?

More From Our Blog

June 8, 2023
On Local Law Firm SEO Rank Tracking and Reporting

Over the years, law firm prospects have sent us reports from just about all of our competitors. Unfortunately, even today, some law firm marketing agencies still mislead their clients via "reporting." One particularly egregious example comes in the form of ranking reports. Which prompted this LinkedIn post. To my surprise, I received a lot of […]

Read More
June 7, 2023
On Attribution

John Wanamaker supposedly said "Half the money I spend on advertising is wasted; the trouble is I don't know which half." In an an effort to figure out "what half is working," attribution was born. Coupled with a transition from traditional, offline ads to digital media, attribution became the holy grail for analyzing advertising spends. But […]

Read More
March 22, 2023
I asked ChatGPT to Recommend a Personal Injury Law Firm

I recently asked ChatGPT, "What are some of the top personal injury law firms in Chicago?? Actually, first I ask "who are some of the top personal injury lawyers in Chicago?" ChatGPT couldn't handle that one, so I modified the prompt. ChatGPT listed five very well-known firms downtown. Can you guess the other four? That's […]

Read More
February 17, 2023
My Take on Google Search's Guidance on AI-Generated Content & Law Firm SEO

If you're like me, you have some degree of AI, ChatGBT, Bard, exhaustion. Now don't get me wrong, this is stuff is remarkable and is changing, well, a lot. But before you hook up the ChatGPT API to your WordPress API and crank out 10,000 pages, here are a few things to think about. Let's […]

Read More
February 16, 2023
Google Adds New SEO Best Practices for Links

If you know me, you know my opinions about links and SEO advice from Google. If you don't, here's the TL;DR: Meh, links! Meaning, all things being equal, links still remain a competitive difference maker for ranking. Take Google's SEO advice with several grains of salt. Google has no economic incentive to help your site […]

Read More
February 1, 2023
Authenticity & Engagement

The best marketing advice I can give you is to be authentic. Of course, you don't find that very helpful in terms of meeting your growth goals. So, you might decide to game the system. As I'm writing this, one of the more popular ways to gain the system is to pay for engagement. This […]

Read More
January 19, 2023
ChatGPT for Legal Marketing

The following post was written by ChatGPT. ChatGPT, developed by OpenAI, is a state-of-the-art language model that can generate human-like text based on a given prompt or context. This technology has the potential to revolutionize the way that businesses, including law firms, market themselves to potential clients. One way that a law firm could use […]

Read More
May 26, 2022
SEO Expectations for Law Firms

How long does SEO take? When can I expect to see results? What results should I expect to see? These are all reasonable questions that we field from lawyers every day. And, like many legal answers, the answer is: It depends. Yes, I know that's not the answer you wanted. But it's the most honest […]

Read More
May 6, 2022
Who Should Do Marketing?

And how much time should they spend doing it? I recently had the privilege of chatting with Tyson, Jim, and Conrad for an upcoming episode of The Maximum Lawyer Podcast. If you're not familiar with The Maximum Lawyer community, you should definitely check it out. Jim asked a really great question about who should do […]

Read More

Let's Discuss

Questions or comments? Let's discuss on social!
linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram