Naming Your Business for SEO

Today, someone asked me: “Is the name of my business important for SEO?”
Increasingly, search engines are being designed to try to think the way humans would. They want a search to bring up answers that would be relevant to a person searching. (Otherwise, no one would use search engines).
So, if you name your business something that would make sense to a person, you should do fine with search engines. At the same time, you don’t want the company to sound like one of those names you see painted on the side of a dirty white panel truck.
Here’s a fictional example to illustrate – Three women are opening a music store and they decide that they want to call it “Harmony Stones.” It’s evocative, it has a musical term in the title, and the word “Stones” brings up all sorts of cool, musical, cultural connotations. The only problem is, the name is so nonspecific that it could be a music store, a spa, a rock band, or any other of a number of businesses. Neither Google nor a person would know that this business is a music store.
They settle on “HS Music Store” but now the name is so unmemorable that people end up calling it “the music store across from the donut place, no the big one, but the small one.”  A good compromise would be something like “H. Stones Music,” “Harmony Musical Gear,” or something similar.
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