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Most SEOs have the opinion that exact match domains are a bit too powerful in Google's current algorithm, and I think most of us would bet our money on this tactic falling out of favor in the future.  Although admittedly, it has stuck around for longer than I think most of us would have expected. Branded traffic, on the other hand, isn't going to be affected nearly as much by any sort of algorithm change in the future - and it converts insanely well.  This should be the primary goal of anybody with a business. Of course generic traffic is important, but in my opinion, it's not important enough to put building my brand in the backseat, or to affect the way I choose a domain for my company. Now if this was an affiliate website or some kind of blog that I was launching in order to gain traffic from advertising, my opinion might be different.  But because this is a company, and presumably one that you intend to be around for a long time to come, I think branding is the most important consideration. If I had a sweet generic domain name in addition to my company domain, I might consider making a small microsite expressly for linkbuilding purposes, although I have to emphasize here that the vast, vast, vast majority of your effort should go into working on your primary domain.