You don't want potential customers to become confused about your company's name online. Keep it as simple as possible. Make sure the name sounds good when said aloud.
Picking a name that is too narrow may lead to problems in the future. Imagine Jeff Bezos had chosen "OnlineBooks" instead of "Amazon." You don't want to limit your company to a particular product or geographic location.
When you have chosen a name you like, search the web for it. There is a high probability that someone else is already using that business name. Even though that won't blow you away, it should give you pause.
Customers often associate a .com domain name with an established company. Your desired .com name is probably already taken, but many domain owners are willing to sell their names at a fair price.
It is ideal for your business name to convey something positive and meaningful. Can people instantly understand what you do?
Watch out for competitors who are using names similar to the one you want while deciding on a unique name. Choose a business name that will not confuse your business with another similar business in your area.