Otherwise, choose something as close to the beginning of the alphabet as possible. If you have a widely recognized trademark, such as Microsoft, use that as your site name. However, if you're company is called Zap Consulting, you may want to find a URL name that has keywords, rather than your exact name, in it. Although file names are less important than your URL name to search engine rankings, they can make a difference. Keep alphabetical hierarchy in mind when naming your files, especially when optimizing for smaller search engines.
Many small engines prioritize alphabetical hierarchy.
As with your URL name, you may want to add a special character or number to the beginning of file names. HTML Title Keep alphabetical priority in mind when creating a title for your site. Since many search engines use sites' HTML titles in their results listings, alphabetical priority can be as much of a factor here as in directory listings. Start your title with something very close to the beginning of the alphabet, but don't use special characters and numbers in this case because it may turn off directories' human editors. Remember, directories are reviewed by human editors who can confirm your actual business name.