To some extent but also on click rate
Imaging you searched for gadgets
Which of these would you click on first assuming they all has the same sort of title and description?
#1
www.gadgets-gadget-gifts.co.uk
#2
www.newtech.co.uk
#3
www.wizio.co.uk
We can argue about the merits of #2 v #3 (Im not sure which I prefer) but would you really click on #1?