BRAND NAME AS DOMAIN NAME
Where ever possible it just makes sense to use your brand name as your domain name. This should always be your number one choice when it comes to your domain. Why? Because its the easiest way to get your customers to remember it. As your brand grows you will want customers to be able to search for you by your business name, therefore it just makes sense that where possible you should use that name in your URL. Also brand signals are becoming more important when it comes to SEO (link to SEO ranking factors 2018 blog) Eventually SEO consultants like me hope that brand signals will play a bigger part in ranking a website than backlinks will, we aren’t there yet but with more importance placed on brand signals we are getting there so its best to stay ahead of the curve and get your domain brand friendly as soon as is possible.
While keywords still play an important part when it comes to the content on your site and your SEO, they just aren’t an important factor when it comes to choosing your domain name. In actual fact Google and other search engines are getting good at associating your brand name and the keywords found within your content In other words your domain name doesn’t need to tell Google what you do as long as your content does.
YOUR DOMAIN EXTENSION MATTERS
There are a lot of different domain extensions available just now, however the top level domain (TDL) is still as important as it ever was. Your first choice should always be .com, then you alternate top level domain extension are .net , .org, or other high quality country extensions like .co.uk. Some lower level domain extensions such as .biz as associated with being poor quality and spam so it’s best to avoid those as much as you can.
If content material is king, then backlinks are queen.