bookmarked! crazy thing. had a sales talk yesterd for something else and reputation Management was dropped by the client itself. so might be able to sell it straight to him thanks so much for your post!
I do it this way.
First as mentiond before, I check the competion how often the KW is looked for, what is the suggested bid from google. if it fitz my requirements I give it a go.
Then I have to decide on my blog/side, is it going to be a .org or .com
Buy a "good" aged domain as the money site...