From the fledging beginnings of SEO, it has almost always been all about keywords. Back in the VHS days… we pushed keyword density over content quality because that’s what it took to rank. It was a world of quantity over quality, and it didn’t matter if the keywords we inserted sounded natural or not. We knew it worked, and a lot of us went with it. http://www.sitepronews.com/2014/09/29/googles-shift-semantic-search-impact-seo/
When you’re diving into a new site design, or a full-scale redesign, URL structure should be one of the first considerations. Many developers will tell you that search engines can crawl any URL structure, and that the naming formats therefore don’t matter much. That is unequivocally not the case. SEO is all about landing stellar rankings for your main keywords, and of course the all-mighty ROI. And URLs play a major role.