The keyword you want has to sit inside the domain name, and Craig Waters handles choosing one as the first real decision rather than an administrative step. His alternative is to use your own name and build authority on that instead, and he is clear that these are two different strategies rather than a matter of taste.
His article marketing posts insist on the boring part. Analyse each keyword, look at which sites already use it, then work out honestly whether you can rank against them. Most writing on the subject skips straight past that assessment.
The company review is careful. He notes how long the business has existed, what it sells and how its distribution works, then asks whether the volume of reviews appearing in search should concern you at all.
There is a comparison of two blogging systems.
Read the domain post before you buy a name you cannot change later.