A proper name makes a good impression on the visitor, is easily remembered, and increases the brand recognition. The simpler the domain name, the higher the probability that the search engine to include it to the to. You need to understand that the domain directly affects your website. This concerns both the domain name itself as well as an intelligent choice of domain zone. For example, the name of the brand and keywords in the title affect the website's ranking in the search results. So you can read more about this at http://tabletopwealth.ws/2021/06/10/how-to-gain-new-customers-and-reduce-the-cost-of-acquisition/. However, this does not apply to the general zones (.com, .net, .org, etc.): they rank the same in comparison with .ru.