If you are trying to promote a local biz, SBI! may suggest you use a domain like yourcity-day-spa.com. In other words you are trying to capitalize on people looking for a spa in your city.
Now, if you named it after your business name that's not to say you couldn't get traffic from people typing in "your city day spa" in Google. I guess part of it comes down to how important is branding to you versus naming your site after highly searched spa-related keywords. Either way, you can still get a lot of targeted traffic if you follow the guide.
But if you're going to use SBI! this is jumping the gun a bit. The whole point is to go through the Action Guide and after you're done reading the preliminary info, you'll have a better idea of what to name your site. That's the whole purpose of SBI!. It helps you do the research and understand how search engines work so you choose the best domain for your needs.
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