As the title says, how important is an exact match domain?? I am asking because my friend has a site with a good amount of visitors from search engines, and I have found a related keyword which might be profitable. I want to write content on this site itself since it is already indexed by google and has a decent page rank. But since the exact keyword is not in the domain name, I'm wondering if I'd be better off creating a site from scratch, with the keyword in it? Will not having an exact match domain hurt my chances of ranking in the top spots for that keyword??