Bing and 'exact match' urls

I couldn’t figure out why my site ranks so poorly in Bing UK when it’s on page one of Google UK for my top five key terms. 

I’m number four on page one of Google UK for freelance copywriter, for example, but hidden at the top of page four (position 32) in Bing UK.

I faffed and fannied around for days, then my tame SEO expert took a quick look for me and pointed out how many exact domain name matches there are on Bing’s search results pages.

It looks like an exact match domain name carries quite some weight in Bing. But is it fair?

Is prioritising exact match URLs fair?

I prefer Google’s level url playing field. Even if your domain name has bugger all to do with your key words, you stand a decent chance of getting to the top of Google’s page one. OK, it’s a challenge to overtake a business with an exact match url and pip them to the number one, page one post… but it can be done.

If Bing takes exact match urls as seriously as it appears, there’s not much chance I’ll ever be able to swing better visibility there. My content could be fresher and more relevant. My site might load much faster. I might be generating more social signals. I might have masses of inbound authority links and a popular blog. But whatever I do, I’m trapped behind a load of exact match urls.

I’m not particularly familiar with Bing. But like many people I’m starting to take notice as its popularity increases. Bing is still relatively new so this might be a blip, or a teething problem. Let’s hope so.

The moral of the tale? If you’re about to set up a new online business, choose a url that includes your best key phrase… just in case Bing’s exact match fixation is a permanent fixture.