An Exact Match URL (Uniform Resource Locator) is simply a domain name like www.xyz.com that is an exact match to a key phrase. For example, if your name were ‘Kent Campbell’, you’d want to own www.kentcampbell.com, www.kentcampbell.net, and maybe even www.kentcampbell.org. Why .com, .net, and .org? Because these TLDs (Top Level Domains) are the three strongest worldwide. By strongest we mean that for online reputation management purposes, Exact Match URLs with .com, .net, or .org tend to rise to the top of search results quickly. By dominating the top of the first page of search results you can change the way people perceive you, your company, or your brand.