Search engines rely on keywords to connect you with your potential clients. How would someone find you? What words would they use? Those are the questions to answer.
Go to Google and test drive your keywords. You'll see, as you type, the results Google will return. If you include your top keyword in your domain name you have a sounder footprint online. If you're an appraiser include it in your domain name (your website name): www.johnsappraiserservices.com. You can look at variations: www.appraiserserviceslosangeles.com
www.johns-appraiser-services.com (Hyphens need extra thought - they are not easily remembered.)
Does ".com" matter? For simplicity sake: yes. Unless you are a charitable organization (.org) we're all used to ".com" and even if told ".net" - we mistakenly will type in ".com". Make it easy on your clients.
Including your region strengthens your name if your business is local. But keep in mind the length of the website name. If it becomes cumbersome to speak it - it's too long. In print you can use capital letters to make it more readable and memorable: www.JohnsAppraiserServices.com Browser address bars will downsize to lower case.
If you have a business name and you are only seeking new internet traffic you do not have to use your business name for your website address. You can purchase your business name (if available) as a domain name AND the new keyword driven domain name. Your business name/domain name is redirected to your keyword driven website and you've not lost your current clients.
There are many resources for finding available domain names. Here's one:
http://www.namesecure.com
The purchase price is the same regardless of where you buy - some offer attached services and reduce the first year's rate, but it isn't worth tying yourself to one company. Your total bill will be $8.95/year plus $.20 regulatory fee.
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