A unique company name/website will mean little or no search engine competition. Do a search prior to setting your name in stone!
When selecting keywords for search engines, you want popular but not competitive words that appeal to emotion and state benefits. Use words and phrases your readers will be using! Do not use the biggest words – be specific and go after your niche. "Mystery" is too general - what is the location for your book, the character's positions, etc.?
Last but not least, do not try to trick search engines – you will only get bounced!