What is an exact match domain (EMD) and why does Google want to punish them?

What is an exact match domain (EMD) and why does Google want to punish them?

November 28, 2016 4:01 pm

In which we describe what a precise match area (EMD) seems to be like, how they will manipulate search rankings and why it is best to keep away from them.

What is a precise match area (EMD)?

An EMD is a website identify that exactly matches a search question that may possible drive visitors to your website. For occasion, should you name your website BuyCheapJeansOnline.com.

The search question ‘purchase low cost denims’ is a profitable search time period, and in the event you name your website this then you definitely may assume this can be a brief reduce to the highest of a search engine outcomes web page (SERP).

But as you’ll study, even when this works within the brief time period, you’ll nonetheless need to keep away from doing it.

What’s the issue with EMDs?

First of all, it’s the surest signal of a spammy web site if its URL precisely matches a search time period. Just consider all these ‘watch films without spending a dime’ web sites that proliferate SERPs whenever you seek for that phrase.

emd search

Even in case you take away the phrase ‘free’ and seek for ‘watch films on-line’, the SERP is a wild west city filled with unsavoury characters.

emd search

You need to scroll midway down the web page earlier than you get to respectable streaming corporations like Crackle or Hulu. And Netflix barely makes a dent.

Most domains from official corporations will take its identify from the model identify itself, with maybe a single key phrase they could hope to rank for. As lengthy as its within the model identify. To use Graham Charlton’s instance: glassesdirect.com.

EMDs have been lengthy regarded as having an unfair benefit.

As against web sites that rise to the highest of Google via high quality content material, strong structure, trusted backlinks and various different white hat greatest practices, Exact Match Domains can simply rise to the highest by shoe-horning in a couple of tasty key phrases.

Bill Slawski wrote in 2011:

“A firm might try and “trick” the search engine into itemizing the corporate’s web site extra extremely. For instance, if the search engine provides larger weight in rating outcomes to phrases used within the area identify related to web sites, an organization might try and trick the search engine into rating the corporate’s itemizing extra extremely by together with fascinating search phrases within the area identify related to the corporate’s itemizing.”

It’s principally unfair to the official corporations, and dangerous for the consumer.

A paid-for movie streaming service providing the absolute best consumer expertise and safety is unquestionably preferable to at least one that may obtain malware to your arduous-drive and take you thru all types of unsavoury black hat practices.

But as you'll be able to see from the examples above, Google hasn’t fairly received it proper simply but.

What is Google doing about EMDs?

In 2012, Google’s then Head of Webspam Matt Cutts introduced an algorithm change meant to scale back the quantity of low high quality actual match domains in search outcomes.


Cutts additionally tweeted, “New actual-match area (EMD) algo impacts zero.S% of English-US queries to a noticeable diploma. Unrelated to Panda/Penguin.”

However issues went a bit quiet on the EMD entrance publish 2012, till this previous weekend when Search Engine Roundtable reported a number of fascinating tweets despatched Google’s Gary Illyes on Friday.

It appears Illyes is on the hunt for spammy EMDs as soon as once more…

And is asking for help too…

How do I keep on the suitable aspect of Google?

There are loads of examples of EMDs that handle to remain excessive on the SERPs with out worry of penalty – cheapflights.com being one of many extra excessive profile examples.

It does this by being a reliable non-spammy operation.

And that’s actually all it's essential fear about. As Illyes additionally said on Friday…

If you’re a low high quality website, with an EMD and also you’re partaking in spammy techniques – then it is best to undoubtedly fear.

If you’re a strong, real enterprise that simply occurs to have a model identify that additionally appears like a precise match area, however is in any other case a bastion of reliable web practices – then you ought to be wonderful.

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