EMD Image

In late September, Matt Cutts (Head of Google’s web spam team) warned of an impending update to their algorithm that would affect low-quality exact match domains (EMD’s). This article will explain the theory behind EMD’s, what constitutes a low quality domain and the impact the change has had on certain sites.

An Exact Match Domain is a domain name that matches a set of keywords someone may type in to search for a particular product/service.  For example, could be a business named Plastic Shoes.  However, it could be a website that has no useful content, with a low-quality inbound link profile that has been specifically created to host a string of advertisements.  What Google are attempting to do with their latest update is eradicate the low-quality EMD’s from their search listings, although this is easier said than done.


Matt Cutts Tweet


Exact match domains have always been a contentious issue among SEOs. Exact Match Domains have traditionally brought a competitive advantage for companies who understood the benefits in using them. The early days of SEO didn’t recognise relevance algorithms, instead many companies used to adopt so called “double dashed” domains because they were cheap, and relatively easy to rank.  To this day, plenty of search results pages have contained low-quality EMD’s like, which is how this change came about.

Google are increasingly focussing their algorithm updates on identifying good quality websites.  In the past a website with an EMD may have been ranked highly despite having little content and providing a poor user experience to visitors.  For this reason, Exact Match Domains have always been considered an over emphasised SEO boost.  However, the recent update has actually seen good quality EMD websites caught in the crossfire.

Can we expect Google to get it right with every update?

The answer is no.  Obviously Google will aim to provide accurate search results for every search query imaginable, but in reality they constantly have to tweak the rules by rolling out regular iterations to their algorithm.  For the time being, this will inevitably prove an unbearable nuisance to many companies who have been punished unfairly, because they’re logically using EMD’s matching their brand name.

For those of you that own a website affected by the update, I would advise you to take heed of Google’s recent focus on quality websites. Google’s algorithm has the long term plan of ranking the highest quality websites at the top of the search results, so you should have a long term plan that ensures youre website is producing quality content on a regular basis in order to rank highly in your industry.

What Causes an Exact Match Penalty

There has been plenty of comment and speculation over the past week or so about what may cause a website to be penalised by the EMD algorithm update.  As I mentioned, there have been a number of quality websites caught in the crossfire of this update and at this stage we can’t comment conclusively as to what exactly has caused websites to be penalised.  What we have seen so far is that the age of the EMD websites seems to play a part, and anything under 1 year old will most likely have seen a drop in rankings as a result of the update.

Of course, there is always the option of submitting a reconsideration request to Google if you’re legitimately utilising an Exact Match Domain.  Although I’d only advise submitting a request if you’re certain that your website has been unfairly hit by the update.

We’d love to hear what you think about the recent update in the comments section, but if you’ve felt the impact of this update then please don’t hesitate to get in touch with us for help and advice.

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One response to “Exact Match Domains penalised in Google algorithm update”

  1. Alan Miney says:

    Thanks for the interesting article, but it seems to me with only a small amount of knowledge when it comes to the internet that Google is trying to do a Microsoft and take over the world.
    Google search results have been getting worse for many years now, not because of mass SEO because if every website uses SEO then it should equal things out.
    What Google has been doing for a number of years now is looking for more ways to make money from what it does. Now there is nothing wrong with that until it stops doing what it was designed to do.
    It started with adverts down the side of the page of search results, which nobody clicks on, so companies try it, find it does not work and cancel. Then we get sponsored links at the top of the page with a slight yellow tint but the regulators say Google must state they are sponsored or paid adverts, which works slightly better than the side adverts but may not be cost effective. Then on top of Google Adwords and Google Adsense we get Google Maps for business which was quickly replaced by Google places which has now been replaced with Google+.
    This should sound familiar Microsoft did the exact same thing and abused its market dominance. They will be allowed to go so far but as normal they will take it over the top and Governments and Regulators will have to step in.
    I have a modest website this has been hit by Google and the exact match domain penalty, going from no.1, 2 or 3 on page 1 of Google to page 52.
    My business it all but done, just being kept going by some loyal customers who keep coming back because they like the taxi service I offer. The domain however does exactly what it says on the tin, I drive a taxi at Edinburgh Airport. I meet lots of nice genuine business people and tourists looking for adventure here in Scotland.
    I thought technology had set me free from having to work for unscrupulous taxi company owners or worse the criminal gangs that have taken over many taxi companies to launder their drug money, which they get the drivers to deliver in between picking up and dropping off prostitutes to their clients. So thanks Google for making all our lives better so you can improve your bottom line.

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