What are guidelines for numbering the build number? Should it just start with 0 and increment by one each time I archive a project for distribution?
Your choice, just don't change the scheme once you commit.
If you start with 0.0, don't change later to 0.0.0, as an example.
Typically, tho major updates get a full digit up (1.0 to 2.0) and minor get a point change (1.0 to 1.1).
Users typically like it simple, so....don't burden them with long strings they need to ponder when doing housekeeping, reporting, etc.
I use 1.0, 1.1, 2.0, etc., but I don't bump/bump/bump when randomly archiving during testing, only when I'm headed for the store/distribution.
And finally, note there is a version number, build number and short build string, where some are used for the store and some are internal for the dev, team etc.
Be sure to also see TN2420: https://developer.apple.com/library/content/technotes/tn2420/_index.html