Domain name (SEO angle)
A domain name influences SEO through its history, memorability, and the trust it inspires — far more than through keyword inclusion, whose direct effect has been marginal for years.
In practice
Checks before buying an existing domain: archived past content, inherited link profile, traces of past sanctions. A expired domain with a heavy history carries that weight for a long time. For a new choice: short, pronounceable, unambiguous in spelling — the brand query of tomorrow is built on that foundation.