I'm hugely passionate about SEO, but, perhaps anachronistically, I'd urge you to go with something brandable over something that's merely a keyword match.<p>Of course, if you can do both, and you love the name, that's awesome, but personally, I'd take an OKCupid brand name over "freeonlinedating.com" any day. It's harder to build up initially (the exact match may indeed have an easier time in many industries getting first page rankings for a single keyword phrase), but SEO and inbound marketing are a much broader field<p>You need people to search for you, know about you, tell their friends, bookmark your stuff, share your site on social services, email their friends/family and generally think positively about the brand. It's incredibly hard to do that with most exact match sites (hotels.com or pets.com being exceptions).<p>If you want to have your cake and eat it, too, you could go with something like "hipdating.com" (from the example above). Folks like Codecademy.com or even SEOmoz.org fit that profile.