Do you ever believe that your low-quality site will rise high in Google’s search results just because it has search terms impregnated into its domain name? No fears – since Google has recently implied the EMD Update, which is a new type of filter that forbids such unethical means which people often takes to reach higher rankings. What is more, the EMD or Exact Match Domain, according to Google, will be updated on a periodic basis to catch all such offenders who ever try to take such shortcuts to success.

By the way, I have a feeling that you are getting all the more confused by this acronym and must be wondering what type of monster EMD actually represents. Well, to be honest about it, it is a simple equation where EMD or Exact Match Domain refers or relates to a domain name that has been chosen by a person just because it matches a popular search term. As such matching can effortlessly lead to higher ranking in search engine results for that single search term and get more visitors to the website, such practices were used randomly. Needlessly to say, this is far from being proper about it and Google has rightly condemned it.

And now about the Google periodic EMD Update

To be precise, Google EMD update is a periodic filter that catches Exact Match Domain sites on a periodic basis. For instance, if some sites escape the first filter it gets caught by the second filter.  Similarly, those that escape the second filter, get trapped by the third filter. However, the filtration process puts more emphasis on Content than on exact  match and so sites like these displayed below are not touched:

www.cars.com for ‘CARS’

www.usedcars.com for ‘USED CARS’

www.movies.com for ‘MOVIES’

www.cookbook.com for ‘RECIPE BOOK’

But not so with ‘online-computer-training-schools.com’ which is a ready made example of what the customer needs, as if it is a made-to-order domain name. Domains similar to this are often bought by people in the hope that since all the words or materials they had been searching is already inlaid within the domain, this will help them rank well. But what they mostly overlook is the poor content that feature most of these ready made domains. Additionally, they have contents that have been “scrapped” or simply stolen from other sundry sites. So it is no wonder that Panda has been quite harsh with EMDs that suffer from poor or borrowed content and hence have a borrowed time for survival on the World Wide Web.

Bottom line: According to Google spokesperson, Matt Cutts, Google is not so mad about EMD as it is with poor or under-rated content. True, Google tries to curb the tendency of gaining through EMD but that’s secondary as compared to filthy content.