GoogleAlgorithmConfirmed
Exact Match Domain (EMD) update
Removed the ranking advantage of low-quality domains whose names exactly matched a commercial search phrase.
What changed
Google announced a change that stopped rewarding thin sites purely because their domain name matched a keyword phrase. Only low-quality exact-match domains were targeted; Google said strong brands on exact-match domains were unaffected. The update ended a widespread domain-buying tactic in affiliate and lead-generation niches.
Timing
Rollout began 28 September 2012. No completion date was announced. Rankings typically remain unstable for the whole rollout window, so measurements taken inside it are not a reliable read on the outcome.