I have a question regarding exact match verses broad match or even phrase match. Why do people on this forum more often than not ask for exact match when looking to purchase names? This makes little sense to me and personally I do not think that exact match is a good way to assign a value to a name – surely broad match is a much better figure to look at in terms of how much value is assigned to a name. I understand that it may be because people just want to park the names on parking platforms as I guess exact match gives an indication of what the type in traffic might be. I also understand if people are just looking to create one page sites as exact match will in theory give you the opportunity of getting traffic for the exact term from the first page of search engines. However both parked pages and one page sites are something that Google assigns little value to and may even penalise. Google clamped down on one page sites being used as landing pages / jump pages/gateway pages many years ago and it is a well known fact that Google likes sites with a fair amount of unique content (in fact the more the better) so in this sense one page sites would not be looked upon well. Most recently Google announced that they are discontinuing their hosted domains product within Adsense in April – so why the fixation with exact match? I am really very puzzled and would be keen to be enlightened. What I don’t understand is the following (a) if people are looking buy a domain in order to generate PPC and other types of revenue from a domain purchase, given the points raised above, why would they want to look at exact match? Surely broad match has to be a better figure to look at for anyone considering to produce anything more than a one page site (b) if a person is not buying a domain to generate revenue from it but is instead buying a domain for future “value” purposes then again I would have thought that broad match was a vital ingredient in the potential value. Broad match gives an indication of how much scope there is to drive traffic to the site via natural search and /or PPC methods if it is developed properly, and I would have thought that this should have a direct influence on the value of the domain as it is a good indication of future potential. I find it hard to believe that the domain industry could be so heavily reliant on "parked pages" and am therefore intrigued to find out more. Maybe I am missing something but I would be interested to hear people’s thoughts on this matter as I think this point could be adversely affecting the flow of domain sales in the UK unnecessarily.