How does google's EMD update treat plural domain names?

[smithaa02]

Does widget.com count as an EMD just like widgets.com?

Can google think you're trying to game them by using a plural variation of a corporate name?

One of our domain names coincidentally is the same as a major corporate minus the s. While ours is more appropriately named and in a completely separate industry, I worry that google might think we're trying to cheat them when we're not.

Many corporations pick rather vague and inappropriate names that have nothing to do with their business (like kayak.com or apple.com), so if you actually have a website about apples or kayaks and use a plural variation, I would be curious to know if a google algorithm would accidental whack you.

[HuskyPup]

I think Google, Bing's fine it seems to understand the site from the get-go, goes for the trust factor which is why an EMD can sometimes take longer to climb the SERPs but once it's there with good quality information etc, it will be damned hard to shift.

I've constructed several sites around examples.tlds since the owners of example.com/net and examples.com/net seem to be quite happy not doing anything with them whatsoever, a couple of them are on re-directs to corporate branded sites

My examples.co.uk took a good 12 months to get to the top in G whereas it's been there for 7-8 months in Bing. Interestingly the example.co.uk very rarely seems to be in the same set of SERPs even though we are both targeting the same products!