Are EMD's in .com likely to penalize your SEM/Ranking if your primary IP is a ccTLD, and you're using a localised strategy? An example would be: LondonAquaticCoach.co.uk And Let's say the EMD is a popular, nation wide, government funded program titled this: LearnToSwimNationally.com Would this EMD penalize my primary website's domain name (which is a ccTLD, - .co.uk) considering I'm focusing on SEM, adopting a localised strategy (E.G. London?) Also, would I be penalized for mentioning the EMD's words on the page that it's assigned (Homepage,) given the popularity of the program, nationwide, with possibly every aquatic centre website in the United Kingdom using the words in the EMD above? I understand that it would be effective to list the scope of swimming coaching (First time swimmers, Competitive swimming coaching etc,) but should this be on the same page as the EMD? Also, links to say lifesavers looking to get involved, so their registered training organisation in the local area, will this be of benefit and what page should they be on (the training organisation is connected with the EMD government initiative.) These ones are stumping me.