Exact match domain names for highly searched phrases used to pretty much guarantee you traffic from search engines. But on Septermber 27th 2012, Google launched an update decreasing the effect that having an exact match domain has on rankings for that same exact phrase.
However, this method does still work for ranking in other search engines. These rankings can still give you a certain amount of leverage in Google. However due to the devaluation of EMDs in the Google algorithm, the equation to success, needs to include a lot of quality, informative content, a low bounce rate and all the other indications that your site is of quality.
Furthermore, in the majority of cases it is a lot harder to build up a long-term brand from an exact match domain. It would be much harder to build up a brand identity with an affiliate site on a domain such as ‘bestofficechairs.com’. Additionally, it greatly limits the possibilities for expanding into other product areas. Have a think about some top online websites – amazon.com or ebay, com, for example, in the majority of instances they are not exact match domains.
That being said, perhaps the ultimate winners are short, exact match domains, which you can create a brand from – vouchers.com, for example. But, once the price tags of these are weighed up, we recommend you choose to go with spending that money on quality content and marketing.