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What to Do When Google’s EMD Update Affects You


The newest Google Update to hit town is the Exact Match Domain (EMD) update. Ever since it was first implemented on late September, webmasters and alike have tried various ways to recover from the effects of the update. 



While Panda tries to fight poor quality content websites and Penguin battling spam and over-optimization, the EMD update is an algorithm change that settles another form of SEO technique bypassed in the past.


What is Google’s EMD Update?


Before the time of Panda and Penguin, websites were fairly easy to optimize. Techniques such as content farms that provide link juice to websites and other less spamy methods were able to get the job done and pulled websites to the top of Google’s SERP. But now, those schemes don’t work anymore because Google implemented algorithm changes that killed these old methods and loopholes.


Matt Cutts has decided that 2012 would be the year he kills spam and other SEO methods that manipulated the Google search engine. Along with the Panda and Penguin updates finally came the EMD Update.


After that bit of history, let’s tackle what EMDs are. EMDs are basically keyword domains. These domains have the exact keywords they wish to compete for. Example of an EMD is CheapLiabilityInsurance.com.


Perhaps these EMDs are likely targeted because it can be considered as keyword stuffing. Having a keyword in the domain name itself does have its advantages in terms of SEO. Google sometimes considers the keyword you have in your domain name as a part of your brand name that’s why it gets ranked fast.


Solving an EMD Update problem


If you have an EMD website affected by this change then it’s time for you to make it up to Google and start optimizing your website for people and not for search engines. Google has been trying to change people’s attitude towards websites optimization and shift it towards user engagement.

So in order to solve this problem, go over Google’s Webmaster Guidelines and make sure you don’t cross any of it.


Think about your website and ask whether you’ve built your website around the domain name or the brand name aronud the website. Small things like these matter and could mean sinking or improving rankings.


So apart from that, here are a few tips from SEOmoz on how you can solve your EMD problem:



Because of these algorithm changes that Google has implemented, SEO is changes. Instead of trying to control the outcome, SEOs have to center their campaigns on user engagement with a lot of creativity and uniqueness to succeed. So don't forget these tips when trying to overcome your EMD update situation.


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