Google launches EMD update
A year ago, Google launched an update within their algorithm to prevent poor quality sites ranking well purely because they had words which matched searched terms in their domain names. Websites which were set up merely to gain search traffic through those keywords which offered nothing to the search results were penalised and dropped out of the rankings for these specific terms.
Now, it seems to some that Google has possibly softened its stance and some at Webmaster World have stated that some EMD’s which were previously penalised have come back and are appearing with search results with the addition of some new EMD’s in the mix. The conversation over there is that location based EMD’s such as Glasgow-something.co.uk for example.
The update itself could be a change made directly the EMD sub-routine or alternatively a change made to the core algorithm which has produced the surprising result sets. Either way we don’t see this lasting for any length of time due to the poor quality of some queries.
The advice we give to clients when it comes to domain names is to concentrate on brand-centric names and build for the future instead of focusing on short term results.