Their ultimate rule of thumb is to not be that descriptive. Your company name should be memorable instead. You want to be distinctive, not blend in with your competitors
It says the same about product naming but this flies in the face of both app store naming conventions which means your app name should be descriptive as possible to benefit from the rudimentary search ranking.
e.g. Duplicate Photo Deleter Pro Space Freer
In the most recent one we made up a latin-sounding word [1], then created a roman back-story creating an entomology of the word. A bit of fun, and cunningly get the only Google results on that word.
[1] apparently though we don't know Latin, which we don't, because while it sounds Latin to us, it wouldn't exist like that in Latin, because, Latin rules. Like a non-english person calling something "deliciously" rather than "delicious". Then again, our customers don't speak Latin either.
Just pick something that isn’t already taken and is reasonably Googlable. And maybe try to avoid being too trendy.
The Beached Whale The Blue Monkey WiseOwl StockFish XHamster
Even better if that describes your product: MailChimp, SurveyMonkey
For style points, pick an imaginary animal like Dragon or Unicorn.
Holy grail: describes your product, rhymes (SoundHound)
A famous example of this is Debian: (Deb)ra + Ian.
We did this for my consulting company and ended up with Koalephant. Gold star if you can guess the constituent words, two gold stars if you guess why we used those words.
Where both terms were common dictionary words.
An example for a software company would be something like "Superior Software, inc."
This was just fine even though there were numerous other companies already established such as Superior Trucking, Superior Accounting, Superior Construction, all unrelated to each other. Software customers really were not going to be confused, and once the name was claimed by you then a different software company would not be able to use the same name if they wanted to.
In this case it has to be accepted that other "Superior" companies are likely to arise after you have gotten into business, unknown and unrelated to you. It shouldn't make any difference when other businesses start up like Superior Auto Parts or Superior Landscaping.
But it's also possible for others to start a company with a name like like Superior Networking which you might have actually wanted for yourself in the future in case your software effort branched out into a networking division or something. By then it may be too late.
However, from the beginning, confusion is established with upstream relationships. Like banks and suppliers.
In my case the bank had lost some of my original documentation, it's always possible that it actually could have been incorrectly filed with the data from one of many unrelated companies having the same first name.
Years went by without any problem until one day somebody started a new different unrelated company also using the "Superior" name quite legitimately. But when they ended up using the same bank we had, our company account slipped out of our control for a while there, because the documentation confirming that we were not them had not been on file for so many years. During which it never functionally mattered until this type of upset.
I accepted their explanation that their loss of records was due to a well-known natural disaster years earlier, but it was still quite an ordeal to have your identity compromised by the bank itself simply because their system was like dominoes ready to fall without any initial malicious action. Definitely never used that bank again.
Another time I was at an employer with a regional adjective for a company name, something like "Pacific Electronics" would be a good example. I'm in the lab and one day I needed a rush order of parts from a specific sole-source supplier which we never had used before. Turned in a requisition but our business office was not very good at essential things like establishing new vendors so I didn't expect much expediting. Our office people had dropped the ball every single time in the past.
The next day, the package showed up by Fedex, I was delighted.
Looking at the paperwork it could be seen that everything went so smoothly because the vendor had shipped to us while billing a completely different company who had a long-established account, something like "Pacific Electrical Services", instead of billing us at all.