There is a good article on WebPro News about the EMD algo update. http://www.webpronews.com/google-emd-update-appears-to-have-had-a-substantial-impact-2012-10 It got me thinking, is the EMD update a penalty? OR does it simply devalue an EMD's weight? I don't know, but i get the feeling that somehow this is a penalty rather than a simple lessening of the EMD's power. I say this because none of my EMDs have dropped in ranking. If there was a complete devaluing of EMDs then shouldn't all EMDs suffer? If it is a penalty type update then my gut tells me that the new Google algo looks at your EMD keywords, then it tries to match them to your page title, internal linking anchors and content like H1s which only contain this exact match keyword. Then it may look at anchors to see if you have a high ratio of exact match anchor backlinks(like an extension of penguin) for the EMD keyword. If you're heavy on all of them then it shows you are trying to alter your ranking rather than help users, so you get the penalty. Now it could be that the algo has not hit my domains yet, but i think there are a lot of EMD domains doing fine. It seems like Google is trying to bully webmasters into better quality sites by laying Google-mines just waiting to explode, not caring about collateral damage. What do you guys think?