Selecting a domain name can be one of the most important steps in establishing your brand. Your domain name is often one of the first things someone sees, and it can affect their impression of your site and your brand.

A carefully chosen domain name may increase user interest and drive web traffic, while a carelessly chosen one may do the opposite.

While it isn’t an exact science, and there are few absolute rules, here are some guiding principles for picking a name that reflects and helps your brand.