Name’s URL Manifesto:

1. Simplify
   A domain name’s purpose is to be found. Complex and unnecessarily long urls die unpleasant and lonely deaths. Simple and short domain names win.
2. Keywords
   Keywords open locked traffic. Like it or not, search engines decide where visitors go. If you don’t speak their language, Google and the rest of ’em won’t include your site on the tour.
3. Don’t develop a .complex
   If the .com is taken try another extension like .CO or .BIZ. The right words in an alternate extension can set you apart from the crowd.