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Trying to get a search term in the domain name has played a role in website and has affected the quality of branding. I personally like to see names and themes that have nothing to do with the site. Green Guy and Jim vs Adult MessageBoard. The SEO mind would go with "adult message board" in the domain name and the creative mind would choose "greenguy and jim". "download free porn" vs. "the hun". Create a theme, logo, slogan etc...
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