You Gotta Have a Keyword in your Domain Name.
This is a dearly-held myth by many. Especially those businesses just starting out with only a vague idea of what SEO actually is. Yes, it can't hurt, but even with regular keyword search, having a dominant keyword embedded in your domain name really isn't necessary. The real leads come from all the other SEO tactics, such as tagging, inbound links from your local listings, etc.
And most importantly, since the 'endgame' is Branding, the best action is to use your company name for your domain. You want around half of your search traffic to be brand name searches.
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