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How important is it to have keywords in a domain name?

After numerous complaints, Google will now be placing less emphasis on keyword laden URLs within their search results. This move lends itself to Google's stance of generating quality results based on onsite content. Previously, having a keyword dense URL would make search marketing campaigns easier, just on the merit of having secured a relevant URL. This would have been irrelevant of the quality of the content, now the algorithm will be more responsive to company branding ie company names like "Limegreentangerine" as the content of the site will be key.