This is an excellent article that covers eight great criteria freelancers should keep in mind when choosing a domain name.
1) Make it brandable.
Brandable, meaning when you hear the domain name, when you hear yourself or someone else say it, does it sound like a brand, or does it sound like a generic? So that means that hyphens and numbers are a real problem because they don’t make something sound like a brand. They make it sound generic, or they make it sound strange.
For example, if I try and say to you, “Look, let’s imagine that our new company that we’re starting together, you and I, is a website that has pasta recipes and potentially sells some pasta related e-commerce products on it.” If I tell you that I have pasta-shop.com, well, that’s hard to brand. It’s hard to say. It’s hard to remember.
Speaking of, is this brand memorable? So generic keyword strings are a big no-no. Generic keyword strings really tough to remember, really tough to stand out in the brain. You want something unique, which means try and avoid those exact and partial keyword match domain names. They tend not to do so well, in fact. If you look at the numbers that we see in MozCast, for example, or in correlation studies, you can see that, over the past 10 years, they have done nothing but trend down over time in terms of their correlation with rankings and their ability to show in the search results. Dangerous there.
I would probably stay away from something like a PastaRecipesOnline.com. I think BestPasta.com, maybe that’s getting a little bit better. PastaAficionado, well, it sounds brandable. For sure, it’s a little bit challenging to say. But it’s definitely unique.
I really like PastaLabs.com. Very brandable, unique, memorable, stands out. I’m going to remember it. It has kind of a scientific connotation to it. Fascinating. I might think about the domain name space that way.
Read the entire article here: Moz