Quote Originally Posted by Andy101 View Post
I suggest always aiming to develop a brand initially rather than going for the keywords right away.

So say you want to create a site about horse hoof files for a micro niche (try not to laugh too hard). I would probably register a domain name like: horsehooffilemystro.com Then it's easy to brand yourself all over the place as the mystro of Horse hoof filing.
There is always some ways to bypass the comapny name or domain name.

The only way to protect your company is by trademark, and if you want to go after all the people using your trademark you better have a lot of money to pay your attorney.

The brand recognition work wonderful with an attractive logo.

Anyway, I suspect that Google can go further than their algo, and unfairness SEO factors could be different than what they claim.