Many SEOs (and spammers) took advantage of this fact and purchased domains consisting of key phrases by the dozens and hundreds, while for the most part each of these domains had very thin content, and their entire purpose was to rank for the specific keyword or phrase that consisted of their names.
With the release of the EMD update Google announced of a change in the way that it deals with exact match domains (EMDs) in order to address this phenomenon. The aim of this update is not to make exact match domains disappear completely from search results, but rather eliminating poor quality content EMDs that existed for the sole purpose of ranking for a specific phrase.
The update led to a large scale reduction in the presence of exact match domains. According to Mozcast’s data, the presence of EMDs in search results was reduced by over 10% as a result of this update. This change has impacted a total of 0.6% of English queries according to official reports.
If you’ve been affected by this update: