Name

Google counts "the words in domain names as one of many factors", but its exact match domain system stops names like best-places-to-eat-lunch.com from getting "too much credit". The SEO Starter Guide says such keywords "alone have hardly any effect beyond appearing in breadcrumbs", and that Google "doesn't care which TLD you're using" unless you target one country. Choose a short, memorable brand people will search for by name (Brand Searches).