Google’s Exact Match Domain (EMD) Update: Everything You Need to Know
January 4, 2024
Prashant Shukla
What has been updated from the old blog post:
- Included additional subheadings
- Refurbished the content to explain the topic comprehensively
- Added internal and external links
- Added structure to increase readability
Summary: This blog post provides a comprehensive analysis of Google’s EMD Update and its implications for SEO. Introduced in September 2012, the EMD Update targeted websites that were ranking highly in search results solely because their domain names matched search queries, regardless of the content quality. This update significantly changed the way exact match domains (EMDs) influence search rankings.
Have you ever wondered what happens behind the curtains of a Google search? How some websites appear on the first page while others can be as far as the tenth page? How does Google know how to rank these websites?
The simple answer is search engine optimisation—this technique determines the fate of most, if not all, websites on the web.
If you have ever searched for discount sunglasses, you have probably come across websites with domains such as “discountsunglasses.net” or “cheapshades.net.” These keyword-stuffed sites used to rule the SERP pages, but not anymore.
As a leading search engine, Google constantly works on refining its search algorithm to ensure it gives users accurate and relevant results. That is why they developed Google’s EMD update. Thanks to this update, keyword stuffing is a thing of the past, and it has ushered in a new era of modern SEO.
Let’s explore the impact of the EMD update on website ranking, some myths surrounding it and what the future of SEO looks like.
What is the Google EMD Update?
An Exact Match Domain (EMD) is when a domain’s name is identical or nearly identical to a search phrase entered into Google. For example, if you searched for buy flowers and found www.buyflowers.net.
For a long time, these keyword domains used to rank highly because they matched the search query despite the quality of their content or website. However, the Google EMD update put an end to that.
Launched in September 2012, the update penalised keyword domains that had bad or thin content and only ranked because they matched search queries. Now, rather, sites were ranked based on their quality, not the domain name.
Pre-EMD Era
Before the EMD update, websites with exact-match domains ranked highly on search engines. These sites were notorious for keyword stuffing and often had thin or bad content that was not helpful to users. If you wanted to rank for car sales, all you had to do was get an exact match domain, carsales.com, and you would rank in the top 10.
In the pre-EMD era, Google’s search algorithm prioritised Exact Match Domains. The ranking wasn’t about quality but more focused on keywords. These websites exploited a loophole in the search algorithm that focused on ranking results based on keywords rather than the site’s content. This really frustrated users since they had a hard time finding the information they needed. Instead, they are directed to irrelevant and spammy websites.
Impact of the EMD Update
The keyword-stuffing era was inconvenient to users, but it also affected creativity in the digital landscape. Sites with unique and valuable content struggled to compete with the keyword-stuffed domains. However, thanks to Google’s EMD update, balance was restored and now sites didn’t have to match their domains to the keywords they wanted to rank for.
That said, there are EMDs that actually offer great value to users. The update only affected websites that solely relied on keyword-stuffed domains to rank but offered nothing in return. The search algorithm now prioritised sites with high-quality content regardless of their domain names, thus climbing in rank. The shift concentrated on a few factors:
- User experience
- Relevant backlinks
- Valuable content
Let’s look at the fall of the keyword-stuffed domains before and after the EMD update.
Before EMD update
Websites with exact match domains ranked high on search engines, regardless of the content quality. Users had to scroll through numerous SERP pages looking for a website that fit their search intent, further increasing frustration amongst users. Good and legitimate websites with valuable content struggled to compete with keyword-stuffed domains. Their valuable information hidden from users by search engines.
After the EMD update
There was an algorithm shift that emphasised content quality and user experience. The websites that relied on keyword-stuffed domains tanked in the rankings and became nearly invisible. Now, domain names were not a ranking factor but rather the value and user experience sites offered.
The Results: A Case Study
The effects of this update were seen almost immediately. According to MOZ, they conducted an analysis on the day of Google’s EMD update (28.9.2012) and the next day. These domains fell out of the top 10, having previously ranked highly:
- www.playscrabble.net (fell from #3 to #183)
- www.charterschools.org (#7 to #23)
Their analysis shows that the EMD update clearly favoured sites with valuable content over keyword stuffing.
Best Practices After EMD
After the EMD update, the significance of exact match domains dropped drastically. Google’s search algorithm now ranks websites based on content quality, relevance, and user experience. This brings about the need to change how brands choose domains. Here are a few tips to guide you:
- Prioritise your brand’s identity- Create a domain name that best reflects your brand identity. Find a name that sets your website apart and is captivating.
- Maintain relevance to content- From your domain name, visitors should understand what your website is all about.
- Strategic keyword inclusion- Even if EMDs are less influential, placing keywords strategically on your site will help you rank well. Just remember to focus on fulfilling user intent.
- Optimise for user experience- Websites should mainly focus on prioritising user experience. Therefore, keep your domain name short and easy to remember. Similarly, ensure it works well on both mobile and desktop.
- Avoid keyword stuffing- In light of Google’s EMD update, ensure you steer clear of stuffing keywords on your domain. Google’s algorithm might penalise your site for it. That said, using an exact match is not a bad thing; you just have to ensure your site offers value, too.
- Conduct thorough legal checks- Avoid legal complications by choosing a legally secure domain. Also, before settling for a domain, ensure no trademark conflicts.
- Align with industry trends- In the digital landscape, you must be alert and monitor user searches and industry trends. This will guide you while choosing a good domain name.
- Invest in a secure and credible domain- Choose a secure HTTPS domain, as visitors are wary of their security. Also, invest in a reliable hosting service for your domain.
Common Misconceptions About EMD
Google’s EMD update has a lasting impact on SEO, but with it came many misconceptions. Let’s look at a few of them.”
Myth 1: EMDs are always Spammy
This is a common misconception that all EMDs are spammy and have thin content.
Reality: EMDs don’t necessarily mean that the sites have thin content. The EMD update targeted websites that did not offer value to users and only relied on the domain name for ranking.
Myth 2: EMDs are Irrelevant in Modern SEO
Following the EMD update, most people think that EMDs are irrelevant in SEO.
Reality: Strategic inclusion of relevant keywords in your domain name will complement your SEO strategy. The trick is to avoid stuffing keywords in your domain name.
Myth 3: You must Change your Domain after Google’s EMD Update
Most people may be worried that they must start from scratch.
Reality: If you already have a well-established EMD, you must now concentrate on creating high-quality content and user experience. Build backlinks and adhere to other SEO strategies to improve your website ranking.
Myth 4: EMDs will Guarantee Click-Through Rates
Some people assume that EMDs guarantee an increase in click-through rates
Reality: A relevant domain can indeed enhance click-through rates. However, user experience, valuable content and relevance carry much weight.
By addressing these common myths, brands can make informed decisions regarding their domain strategy and its role in modern SEO.
Future of SEO and Domain Names
Brands should know that even SEO strategies must evolve as Google algorithms evolve. While EMDs may no longer hold the same weight, a domain name is still relevant for branding. Here are some of the future trends that brands should expect:
- AI and ML integration- Using artificial intelligence and machine learning algorithms in search algorithms will become the norm. Users are more interested in personalised search results, which affects how websites optimise their content.
- Voice Search Optimisation- In an era of voice-activated devices, websites must adapt to the trend and adjust content in a conversational way.
- Mobile-First Indexing- More people now have access to smartphones and thus access the internet through their devices. As a result, search engines must prioritise mobile-friendly websites in search results.
Google updates continue to shape the digital landscape. Some of the ongoing updates include:
- Emphasis on Expertise, Authoritativeness, and Trustworthiness (E-E-A-T)- Google requires that each website now shows its EEAT in its respective fields.
- Privacy and Security Considerations- There are growing concerns about user privacy; hence, there are expectations for secure browsing (HTTPS) and data protection. Any websites that collect user data must adhere to updated privacy standards.
- BERT Algorithm Update- The Google BERT update role is to change how search engines handle natural phrases queried during a search. Thus, websites must ensure their content is keyword-rich and relevant for users.
With these future trends, there will be impact on the domain name selection. These include:
- Brand trustworthiness through ensuring that a domain name reflects a brand identity.
- Users will prefer domain names that are easy to remember. Hence, choose a user-centric domain name.
What’s next?
In the digital landscape, brands constantly strive to maintain visibility and have a dominant online presence compared to competitors. Adapting your sites in line with Google updates, such as the EMD update, is crucial for long-term SEO success.
Do you have more questions about this and other updates and how they might affect your SEO gains? Drop a comment below or contact us. We will happily guide you on protecting your site from any Google penalties and improving your ranking.
FAQs
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What is an exact match domain?
EMD or exact match domain is a site whose domain name matches keywords they are looking to rank for. For example, having a domain such as leathershoes.com when you want to rank for leather shoes.
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Why did Google target EMDs in this update?
Google determined that some sites were overly optimising for EMD to gain an advantage in rankings rather than focusing on building high-quality content and sites. The EMD update aims to rely less on EMD as a ranking signal.
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Do exact-match domains still work today?
Yes, they do. But only if they are high-quality, valuable domains. Google initially used the EMD update to regulate spammy sites and clean up its SERPs. However, some valuable exact-match domain holders had been penalised simply for having a catchy EMD. In response, Google issued an update to the algorithm that improved the value of these domains and punished the sites that were low-quality EMDs.