Selected answers from the Dumb SEO Questions G+ community.
Travis Bailey: Exact match domains aren`t as effective as they were years ago. If the client has an existing domain, with age & clean history, I would stick with it. But if it`s a new business and/or new to various marketing channels, there are few reasons not to put a pinky finger on the scales. ex: bestplumberincity dot com, , brandnameplumber dot com/regional-locations