When considering a Domain Name:

Is it easy to remember?

You do not want people asking “what was that again?” Too bad if you are not around to answer them.

Avoid chances of obvious misspellings

It might roll off the tongue in a conversation but how is it written? Beartown.com or baretown.com?

Does it contain keywords?

Unless you are already a household name a domain that contains keywords is a better choice. Jonesplumbing.com would stand in better stead with search engines than callmrjones.com

Be careful using numbers

They increase the chance of misspelling. Is it 2for1.com, twoforone.com or two4one.com?

Multiple Domains

Many people register multiple domain names which may include commonly misspelled versions, and point them all at the one site to maximise response. Consider this for any obvious variations.