by samHow Google deals with Exact-Match Domains (EMDs) has changed since the 28th of September. Constant changes from Google concerning the nature of website rankings mean that SEO specialists must stay constantly aware of the changing rules of SEO, and adapt their digital marketing strategy accordingly. An initial Weather Change tweet from Google’s Matt Cutts (@mattcutts):
According to SEOmoz, in their analysis of 1000 SERPs, 41 Exact-Match-Domains dropped from the Top 10, with 5 new EMDs entering. This creates a net change of 36 domains.
Of course, these numbers might not be because of the algorithm change but merely a coincidence. But most probably, the change has resulted in the effect on EMDs in SERPs.
These domains are listed among the groups that have lost ranking as a result of the algorithm change:
www.bmicalculatormale.com (previously 4)
www.charterschools.org (previously 7)
www.playscrabble.net (previously 3)
www.purses.org (previously 3)
www.teethwhitening.com (previously 4)
These sites were ranked the day before the change (on the 28th of September). SEOmoz reports no consistent patterns of change, as some domains have fallen from the top 100, whilst others have only slipped a couple of SERPs.
From the sample size of the research conducted, no top-ranking EMDs were affected. Three domains ranking second did fall, however.
An analysis of the sites that have dropped shows that they do show some indicators of low quality, which is abhorred by Google’s site quality checker. These included overuse of keyword phrases (black-hat keyword stuffing), irrelevant link-building that appears to be spam, and low levels of authority.
Google is yet to release a statement revealing which factors have determined those affected by the newest algorithm change.
Those conducting clean and comprehensive SEO campaigns (organic and natural keyword optimisation, relevant and reputable link-building strategies, etc.) should not fear these new changes. Those resorting to black-hat tactics (or sending out black-hat signals) must come to realise those quick-fix SEO tactics just won’t work as Google continues to punish spammers, keyword-stuffers, and low-quality link builders with each impending algorithm update.