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I understand that different markets have different levels of competition and on site SEO plays a role. But, has anyone seen a general rule of thumb as to the number of citations needed to rank well?

We just overhauled our site and as I was auditing the overhaul I noticed that there were no h1's on any of the pages. I asked the company that does our programming why and he responded that h1's are spammed so much so he doesn't want to put them in. Instead he put in h2's. I can't find anything to back this up. I can find that h1's are over-optimized but nothing that says to skip them altogether. I think he's crazy. Anyone have anything to back him up?

I am wanting to set up an e commerce site and the domain name that I want is taken. I am considering using a domain that has the main keyword I want to rank for as the domain. I have heard chatter of google penalizing these types of sites and it seems that it hasn't come about. This is something that I would like to test out. So if "electricscooters.com" is taken, should I use "electric-scooters.com" or "electricscooters4less.com" Just wondering if the hyphenated or the longer domain will rank higher. The site won't be spammy at all, I will carry a few different companies that offer similar products. So for this case, I would only sell scooters from a few different manufacturers. Feedback would be appreciated!