Do you want your website to appear at the top of search results for the keywords you target? If you answered yes, consider choosing a domain name with keywords in it. A good domain name can give you an SEO benefit that will move you higher in the search results. The more you pay attention to the SEO basics, the more likely it is that your website will show up on the first page of Google search results.
If you choose an exact match domain, it can make it a little easier to rank for your keyword than a domain that isn't an exact match. This is especially true for websites focused on narrow markets, or niches. If you want to build a bunch of niche websites, you don't want to spend months trying to rank for a keyword that doesn't get enough traffic. Choose a keyword where the exact match domain name is available.
Don't forget to choose a good Top Level Domain. Top level domains (TLD) can make a difference too. The top level domain is the part on the end, e.g. .com, .net, .org. Tests and research indicates that the best TLD's to use are .com, .net and .org. That doesn't mean you can't rank using other TLD's. You can, it just takes a little more work.
If you search for any phrase using Google, take a look at how many of the results use .com compared to the other TLD's. That, in itself, should be pretty convincing.
There are big differences in the types of websites a person can build. The approach to building a niche website is very different from building a blog. A niche website is more about finding a small market that is relatively easy to rank well for. You don't want to spend several months implementing a complicated seo strategy for a small, niche website. The goal is to rank well in a relatively short period of time so you can start making money from your website.
If you want to create a blog, or website, that will be around for a long time, it's okay to get a domain name that isn't an exact match. A "brand" domain is more about building an audience, developing a brand, creating multiple sources of traffic, as well as ranking for some related keywords.
You need to be willing to spend a good amount of time trying to rank for keywords. It would probably be a little easier if you have an exact match domain name. But, don't feel compelled to choose a domain name with keywords in it if you're trying to build a site based on a brand name.
When it comes to SEO basics, every little bit helps. You can choose to do things any way you want to and it probably won't make or break your website. If you don't want a domain with keywords in it, then don't choose one. You could still rank for keywords that you target. If you want to use a .info domain, go right ahead. You could still rank for keywords that you target. It might be harder, but you could still do it.
Everything is cumulative when it comes to SEO. The more good SEO practices you follow, the easier it will be for you to rank well. If you ignore good SEO practices, then you'll be making it harder for yourself. Typically, no one thing will determine whether or not you can get to the first page of search results. But, together, the choices you make will make a big difference.
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