Everything flows from what someone types into the search engine to find what you're selling.

Anvils by Acme CorporationIf someone needs to buy an anvil, they would likely search for anvils.  Let’s say the top two results are the following:

Acme Corporation

Anvils Are Us

Which do you think they’re going to click on?

Yes, www.anvilsrus.com.

*The words people use to search for what you’re selling.

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