it’s a startup and I am not thinking this will be some nationwide business but also, you can lose out on searches for your specific business if you make the business name the search term and people get directed elsewhere.
A few key points.
* It’s a smaller city outside of a larger city.
* There are zero window install companies in that city.
* It’s the nice neighborhood city of the big city so the clientele is high end and also thinks they are better than the other businesses. So a local business might be favored.
* I have a great brand name I made up for use instead of an EMD so that is still an option.
I see 2 options:
1. EMD all the way. Might be able to establish a trademark for the city name with my product because I am first. Register the other similar domains and build funnel sites.
2. Build a funnel site with the EMDs to build a backlink and funnel people to my branded site.
As of today, EMD’s are not considered “best practice” but it entirely depends on the market and competitors.
If this will strictly be a mostly local business, I’d say it’s a relatively safe bet depending on how the site is built copy-wise. I’ve worked for small SEO agencies that have taken advantage of this and have seen success – as long as you build the copy correctly, as well as establish a brand name that’s loosely correlated to the EMD, this could definitely work in your favor. However, as the algorithms continue to change, it’s hard to say how this will impact the business’s longevity. You’ll need a solid strategy for local SEO outside of the website to confirm the validity of the company.
Later on, if the company decides to go nationwide, you can always create a subdomain for the purpose of ads/SEO for that specific reason.
If you have a brand name in mind that closely aligns with the hypothetical domain, I say go for it. If they are completely separate and it’s hard to differentiate, I’d take another look at what you could do organically with copy first.