Exact Match Domains. What do you recommend from a Marketing and from a SEO perspective?

Selected answers from the Dumb SEO Questions Facebook & G+ community.

• 
  Rick Molenaar: An old friend offered me an Exact Match Domain for free. The domain name is relevant for our branche (it is a product* name) but has no authority. ;
  
  Because it is free (and as a Dutchmen I really like that part), I'm looking how to use it.
  - A possibility is to make a duplicate of the landing page of the main site (Drukzo.nl) and canonicalize the duplicate to the main site. Pro is it is really easy and not very time consuming, con is the benefits are not that big (imo).
  - Another possibility ;is to make a "vertical", a subdomain for the specific product only. Pro is this is likely to be more effective, but is also dilutes focus and authority and is more time consuming.
  
  Which possibility did I miss? What do you recommend from a Marketing and from a SEO perspective?
  
  Thanks in advance! ;
  
  * I'm working in the printing industry, so product is more like a product group. F.e. leaflets, with different specifications (size, paper type, etc.).
• 
  Simon Fryer: Hey +Rick Molenaar  ;
  
  You're not going to get any benefits from canonicalising, and I'm normally against diluting authority between assets.. ;
  
  However, If you really want to make use of this new domain you could use it to create an informational microsite about the product group. You're still diluting your efforts but at least you're left with a domain with stand-alone value which you can use to target Q&A heavily for long-tail love. Further down the line (6 months to a year) you could either 301 or 302 it through to your conversion site. ;
  
  I'm sure there will be some other opinions. After all, that's what SEO is :)
• 
  W.E. Jonk: It mainly depends on the history of the TLD. For example, if the TLD has many spammy links to it, it might be better not to use it at all.
  
  Basically you have two option:
  - 301 the TLD to the right product.
  - make a (new) unique high quality web site
  
  Like +Simon Fryer  ;already said rel canonical isn't really that great, a 301 is much better. The 301 gives a clear signal to search engines that the site has moved to a new location. Both Google and Bing have a function in their webmaster tools that speed up the process to move [1][2]. With that any search value (assuming that the history is okay) will be transferred to your main site.
  
  Or you make a new unique high quality site. For example you can use EMD with other marketing efforts, like radio adds. That will be more time consuming and thereby more expensive. So that depends on your marketing budget and other business decisions in general.
  
  [1] ; https://support.google.com/webmasters/answer/83105?hl=en
  [2] ; http://www.bing.com/webmaster/help/how-to-use-the-site-move-tool-bb8f5112
• 
  Rick Molenaar: Hi guys, thanks for the tips!
  
  +W.E. Jonk  ;What if there is no history at all? Would you suggest to either build a new high quality site or do nothing with the EMD?
• 
  Simon Fryer: To jump in on your question to +W.E. Jonk  ;, if the domain has no history 301 redirecting is pointless - it won't pass any value at all.
  
  This is why, if you want to redirect it, it's best to create the site with a load of content and let it run for 6 months or so first. Alternatively you just keep the site up after this time and use it to pull customers through to your main site. ;
   ;
• 
  W.E. Jonk: If there is no history I assume that it was a parked domain? Google has a parked domain classifier. I guess you need to re-submit it then...(not sure)
• 
  W.E. Jonk: if you want to redirect it, it's best to create the site with a load of content
  
  I don't see the purpose in this. Because you can load the content on the main TLD. Why load the content on the new TLD and then load the content on the main TLD and set up redirects?
• 
  Simon Fryer: An ambiguous comment - my apologies. What I mean to say is that if +Rick Molenaar  ;wants to make use of the TLD it's better to develop the site as a valuable source of content, acquire links & social signals (where applicable) and then either maintain it as-is (with links through to the main site) or eventually redirect it to the main TLD.
  
  You could just load this content on to the main TLD, but I'm trying to recommend a solution that makes use of the new domain.
  
  Personally I've seen strong results for keyword 'X' from creating and developing a website on a keyword rich TLD ( www.brand-X.com ) and redirecting to a generic branded one ( www.brand.com ).
  
  However, if it were a client asking I would always recommend working on the main domain, and wouldn't consider purchasing extra EMD's for SEO.
• 
  W.E. Jonk: No need to apologize....
  
  With regard to social signals I don't think they work well with 301's. As far as I know you don't want to change the URL's. So, imo, if you are planning to move the content to the main TLD I would load the content on the main TLD and 301 the new TLD.
  
  I do see use for businesses buying brand-keyword TLD's. But to me it is more of a defensive strategy (e.g. you have it so nobody can get it). I also see use for EMD's, because they can work great with other marketing efforts. For example, you launch a (micro) site for an event. But those decisions aren't really made because of SEO. ;
• 
  Simon Fryer: +W.E. Jonk  ;"I would load the content on the main TLD and 301 the new TLD."
  
  That's probably what I would do too, but there's not really going to be any benefit to SEO from acquiring the EMD in that case.
  
  There's still the possibility of developing it as a microsite, with some subtle links through to the main site. At the very least this might create 2 listings for the target keyword, and double the SERP equity. ;
• 
  W.E. Jonk: +Simon Fryer  ;I already said that I am not sure about how to handle the parked domain classifier. So let me ping the expert about TLD's +Richard Hearne  ;:D
• 
  Richard Hearne: Parked domain classifier should lift after you put a live site on the domain, but bear in mind that it might not be overnight.  ;Best to remove parking a couple of weeks prior to going live.