Google Exact Match Domain (EMD) Update (2012)
Reduced rankings of low-quality sites ranking only because the domain matched the keyword.
DateSep 27, 2012
PlatformGoogle SEO
TypeAlgorithm
Who it affectsLow-quality EMD sites
What happened
Before this update, low-quality sites could rank simply because their domain name matched a search term (for example cheap-seo-services-lahore.com). The EMD update reduced that advantage for low-quality sites; high-quality sites with keyword domains weren’t targeted.
Who it affected
Low-quality EMD sites.
What it means for marketers today
Choose a brandable domain you can build trust around. A keyword in the domain is not a meaningful ranking shortcut.