1 · Exact-match where exact-match still wins
Google has de-weighted EMDs in classic ranking for low-quality sites, but the effect on brand recognition, direct navigation, AI-citation memorability, and email open rates is intact and arguably stronger than ever. In regulated verticals (health, legal, finance), dictionary-word EMDs routinely trade in the $5K–$50K+ range undeveloped. drugtest.co is undeveloped no longer — it ships with an authority site already built on top of it.