Everything I do is according to a systematic approach. I make SEO decisions based on a serious of principles found in guidelines. Technically everything I say is theory but the amazing part is when we start seeing it unfold in-front of us! The workings of how it all fits together is like a big but amazing puzzle. You know it all fits together but the bigger picture keeps on changing making it hard see the bigger picture. I think that if you can understand the parts and how they fit together then you can learn how to them and adapt with it.
Having one consistent name for your company is a basic principle we refer to as Name, Address, Phone. This principle originated most probably from an older algorithm called Exact Match Domain algorithm that is not exactly relevant in all of its principles. NAP consistency is probably the most important search engine principle in a digitized age.