As noted in the article link below and 2011 video above, Google's Matt Cutts says there are two routes when choosing a domain name: one that is brandable, e.g., “twitter.com” OR one that is keywordy, e.g., “short-message-service.com” --
Is it important to have keywords in a domain name? | Codesign: "As Cleveland, Ohio-based designers and brand identity consultants our advice on effective domain names is unchanged:
- Be brandable and unique
- Keep it short and memorable
- Make sure it’s easy to spell and pronounce
- Avoid clumsy dashes
- And, if possible, stick to .com if for no other reason than familiarity." (read more at the link above)
Google: EMD Update | Search Engine Land: "The EMD Update — for “Exact Match Domain” — is a filter Google launched in September 2012 to prevent poor quality sites from ranking well simply because they had words that match search terms in their domain names....."
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