Choosing a company name to rank for with main keyword in it?

[isle_surf]

First question is in regard to the relevance of the main keyword in the company name when used in anchor texts for linkbuilding and also on the website on page seo title tags etc..

We used to call our selves "Isle Surfboards" but now call ourselves "Isle Surf & SUP" , sup is an acronym for "stand up paddle boards" as our core biz in now paddleboards

If we are trying to target the main keyword of "paddle boards" should we reconsider and call ourselves on the web " Isle Surfboards & Paddle Boards" or "Isle Surf & Paddle" or does it even matter?

Then when we link build should we be building links with our new name "Isle Surf & SUP" or just as "Isle Paddle Boards" or does it even matter?

Any help out there? bottom line is we want to rank better for the phrase "paddle boards" & "stand up paddle boards" as those are the top keywords.

And in closing since both above are the 2 most popular keywords and are very similar "stand up paddle boards" has "paddle boards" in the phrase should all my on page related seo target "stand up paddle boards" phrase since that would have both phrases or "paddle boards" or a combo of both?

[katemorris]

It really doesn't matter. Anchor text as a ranking factor is on it's way out as far as we can tell. I would call yourself whatever works best. If it makes sense to call your business Isle Paddle Boards, cool. But if you sell more than that, you might do something more broad.

When you link, just make sure you're describing the page and why people might want to visit it. If the story is about paddle boards, you might link to your paddle boards page with "check out [Isle Paddle Boards]" with what is in the brackets as the anchor text. Make sense?

Don't worry so much on what exact phrase to focus on. Does you page pertain to just stand up paddle boards? Or all paddle boards? Or are those the same thing? If they are the same (and I don't think so), then use the longer term.