Keyword optimization play a vital role in SEO. It is very important to optimize content with Keywords rich URLs, Titles and Meta description to rank higher.

Having keywords in the URLs creates a greater chance to be visible in Search engines and these keywords can be highlighted if the user search query matches your keyword in URL.

First, keywords in the URL help indicate to those who see your URL on social media, in an email, or as they hover on a link to click that they’re getting what they want and expect, as shown in the example below:

Secondly, keywords in the URL show up in search results, and research has shown that the URL is one of the most prominent elements searchers consider when selecting which site to click

Thirdly, and most importantly, spend time on Keyword planning. Use keyword tools such as Google AdWords Keyword Planner Tool or third party tools like Onpage.org’s TF*IDF content analysis or Yoast SEO plugin to optimize your keywords.

• Your focus keyword should be in the URL
• It used to be important that you write your content with the keyword incorporated exact match, but now Google uses latent semantic indexing (LSI) to crawl contents of a webpage and the most common words or phrases are combined and identified as the keywords of that page.
• LSI also looks for synonyms that related to your target keywords. So you don’t have to stuff the content with variants and synonyms anymore

The bottom line: Search engines of the future aren’t going to punish folks for under using keywords or failing to have an expertly crafted, keyword optimized page title … but they will continue to punish folks for overusing keywords

Having mentioned the above, the Google’s SEO starter guide suggests that keywords in URLs are useful, but not superior, and that they are more useful for human readability than search engine rankings. It should come as no surprise that the easier a URL is to read for humans, the better it is for search engines.

The requirement isn’t that every aspect of the URL must be absolutely clean and perfect, but that at least it can be easily understood and, hopefully, compelling to those seeking its content.

See illustration below depicting the impact of URL readability?

If you have keyword in URL, the user will find the link more useful and relevant and will tend to click on it. As a result, you would be having a higher CTR (Click Through Rate) on this page.

It is important to optimize your page for the user experience. This means that you do not have to place your keywords word-for-word in the content. Write apt and resourceful content for the user and not Clickbait, a sensationalist content used as bait to garner clicks.

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