What is the Google EMD update

Exact Match Domain (EMD)


An Exact Match Domain (EMD) is a URL that consists of the keyword or search term combination for which the page is to be optimized. For this reason, this type of domain is also known as the keyword domain. For a long time, the Exact Match Domain was a popular tool for SEOs to quickly rank well for a certain keyword. After Google's EMD update, the influence on the ranking of the relevant keyword has decreased.

Background [edit]

At first glance, the Exact Match Domain has many advantages for webmasters. This is because the visitor immediately gets an impression of the content that awaits him when he clicks on the link. For example, with a domain like www.apfelkuchenmitsahne.de it should immediately become clear that this domain specializes in special baked goods with cream.

As has already become clear from this example, an EMD does not necessarily have to contain a single keyword, but can also consist of keyword combinations. However, the domain should match the search query exactly.

Since the keyword in the domain name was a strong ranking factor for a long time, it was obvious that an exact match domain had to rank better with the corresponding search term. For this reason, domains were often traded at very high prices. In 2013, for example, the domain hanfblätter.de changed hands for 2,500 EUR according to SEDO.[1]. But according to rumors, prominent keyword domains have already been sold for high six or even seven-figure sums.

Areas of application [edit]

Exact Match Domains are used for different marketing purposes. In the SEO area, EMD have long been used to build link networks with satellite sites and consequently to strengthen a domain with strong, topic-relevant backlinks. EMD were also configured in order to receive as much traffic as possible for a specific keyword. For the latter reason, many affiliate marketers have resorted to EMD. Because of the high relevance to certain topics, clicks were and are guaranteed to this day. The visitors are then led to purchase offers on the site via affiliate links.

Another method of using EMD has long been practiced in the form of redirects to other domains. A webmaster then bought different domains with matching search terms to his own and then redirected them to them. Large portals like Amazon also worked with keyword domains for a long time, which were redirected to the main page with a 301 redirect. Today there is much evidence that redirecting EMD to main projects no longer brings an advantage in ranking.

Another area of ​​application for Exact Match Domains is advertising campaigns. Many big brands redirect their slogans to their own homepage. One example of this is Nike. The company holds the domain "justdoit.com". If you enter this in the address field of the browser, you will be redirected to nike.com. The advertising agency Jung von Matt also uses an exact match domain for their purposes. Agency reports can be found on the supergeil.de page.

Benefits for SEO [edit]

The benefits of EMD for search engine optimization have diminished since 2012 at the latest. This year, Google carried out the EMD update in September. Since then, keyword domains with thin content have been put back in the SERP. So it is not enough for SEO purposes if a website only consists of one keyword, but what counts above all is the content, which must be relevant and of high quality.

In 2013, the combination of keyword domain and WDF * IDF optimization was a particularly hot topic in SEO circles. Websites such as www.risikolebensversicherungen.com or www.buchhaltungssoftware.com, which can rank well with highly contested terms, show that EMDs are still effective in this case. In addition to the content, it certainly also plays a role to which search term the keyword domain should rank. The less competition there is to a search term, the easier it should still be today to take the top positions in the SERP with appropriately sophisticated content.

References Edit]

  1. ↑ Domainsales dnjournal.com Retrieved on March 1, 2014

Web links [edit]