A lot of people use EMD to rank for a specific keyword, I try to use the partial EMD to rank for multiple terms, if my overall topic is "flower", the domain would be called "
www.flowerninja.com", all the pages in your website are going to benefit of the keyword on the domain, something that small could be a difference of 3 or 4 higher traffic later on.
The biggest mistake that I see with EMD is sending a link with the keyword right away in your first link, "bluecars.com" first link anchor = blue cars, I usually send 7 or 8 links wihting the first 45 days just with the brand itself "bluecars.com,
www.bluecars.com,
http://www.bluecars.com" etc... before the first exact match anchor.