How to Choose the Right Book Publishing Company?

I’m planning to publish my first book and keep hearing about different book publishing companies. How do you know which one is the best fit for your manuscript? Should you go with a traditional publisher, a hybrid, or self-publishing through a company? What factors really matter editing quality, marketing support, distribution reach, or author royalties? For those who have worked with publishing companies, what helped you decide and what pitfalls should new authors watch out for?