The only way to be sure is to advertise it well on the internet as much as you possibly can. Making a lot of different directories for it is a good idea too.
They provide a service to the general public and others, for several purposes.J&RTo gather information, that you may require and also compare things to each other to name but a few.
In order to make money, these companies must use marketing. Very rarely will a company do anything for free, especially if that is their sole business.
Lets call it a combination of your imagination including a basic idea of what you want to express to the public, a knowledge of what is available - many names are already taken of course - and then...
Pay a professional to optimise it, particularly if it is really important for a high ranking. You might not get first though, depends on a LOT of factors. Not to mention that if you use some tricks,...