Exact match domains rank better

"Domains that match the target keyword exactly (like best-pizza-nyc.com) rank better."

Exact match domains (EMDs) no longer have inherent ranking power. Google's EMD update in 2012 specifically targeted low-quality EMDs. A quality EMD can still rank, but because of its content and authority, not the domain name. In fact, EMDs can appear spammy to users. Brand-focused domains often perform better long-term.