EMD Google Update: Is It Mass Genocide of Exact Match Domains?

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dumped in to the dark backgrounds in SERP. Many sites that were previously # 1 or on 1stpage of SERP for the related keyword query, have now been reported to be thrown back to page # 135 and beyond.

Most of these sites belong to reputable internet marketers and they claim that their content is not ‘low quality’ by any definition. They also emphasize that their sites were untouched by any of the Google Panda or Penguin updates, which they present as proof to support their claim of high quality, no spam content.

What Does This Update Mean for EMD Owners?

This surely portends bad times ahead for EMD owners, but let us take a short pause before we make this blanket assumption. What did the numerous Panda and Penguin updates by Google teach us?

Just like the EMD updates, the Google Panda also was supposed to tackle low quality content, which (according to Google’s definition at that time) meant keyword stuffed nonsense without any value to the reader.

There were many good sites that may have to carry the cross in times of updates like these by Google. Not all sites that were penalized by Panda and Penguin were bad quality, spammy or link farm sites. There were numerous instances of reputable sites getting the axe during those updates as well.

So, in short this EMD update tells us two things:

1) Not all EMD owners with high quality content are 100 % safe from the aftermath of the EMD update.

2) The aftermath will last only for a short time and then hopefully sites that were wrongly / erroneously penalized will recover their SERP rankings.

What Does This Update Mean for SEO?

Until this EMD update, having a domain name with exact match to a profitable keyword was considered to be a goldmine (both in terms of traffic and also in terms of domain value during sale).

But now these goldmines have suddenly transformed into hot bricks that people want to drop as quickly as possible.  Obviously no one wants to hold onto hot bricks, and EMD owners are now consulting their SEO experts to suggest a way out of the mess.

What Does This Mean for Web Users?

If this EMD update works out just as promised (that is targeting ONLY those sites with low quality +EMD domain) users can expect better search results.

But it need not be emphasized how Google has messed up during each of its previous algorithm updates and has actually been accused of employing all these so-called web cleaning practices with the sole intention of promoting their ad revenue.

If the EMD update is another attempt by Google to force website owners to buy Google ads in order to be displayed on page #1, then user experience will definitely go to the dogs.

What are SEO Experts Suggesting to Tackle EMD Update

Some of the SEO experts are suggesting the use of new non–EMD domain names and redirecting the old EMDs to the new ones. Some are suggesting addition of content that provides value to readers and stop focusing on keyword stuffing or optimization.

EMD sites that have been ranking on Page #1 for the past few years for the related keywords, but have now been thrown on page # 135 or beyond, have no other choice than buying Google ads.


There is a saying in one of the Indian languages- ‘No matter who gets hungry, it’s always the chicken that gets slayed’. It seems to fit the current scenario very well.

Whatever the name and nature of the Google updates, it’s always the small business owner who gets hit where it hurts. Let us all hope that Google will not allow greed and insatiable hunger for money to blind their fair business practices. Amen.

Author: Dr. Kavita

Dr.Kavita is a Professional Blogger, Digital Content Specialist, Digipreneur, Coach, Doctor and a Certified Digital Marketer. Her favorite digital marketing strategy to maximize ROI for her clients is Inbound Marketing. She is the Founder of Blogela.

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