Domain Names can play a part in your SEO strategy but are not critical to good optimisation.
If you are just starting a business and are in a position to create a business name or change your existing name, then you can (and might as well), complete some keyword research for you business and name your business appropriately. (We'll get to keyword research down the track).
As an example, Chontelle provides a massage therapy service to the Sydney CBD and Eastern Suburbs/Bondi Area yet her business name, Pure Wellbeing, doesn't describe what she actually does - so the rest of her website will need to. It would need to anyway but if folks are searching the web for 'Massage In Bondi', having the domain name massageinbondi.com.au would increase her chances of ranking highly in search engine results.
Apart from having a business and domain name, is a byline - a sentence that describes your business that you may use on business cards, and will use on your website. For Chontelle her Business Name + Byline might be something along the lines of:
"Pure Wellbeing - Sydney & Bondi Massage Therapies"
We might use 'Sydney & Bondi Massage Therapies' as her byline but will make a decision once keyword research has been completed.
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