Most ecommerce sites that perform well in organic search have jumped on the keyword URL bandwagon. Optimizing URLs to contain keywords is good for search engine optimization and also helps consumers recognize the content they’ll see when they click a link from search results pages.
Modern search engines can crawl any URL as long as it’s clearly linked to from another. Long URLs filled with many levels of directories and subdirectories, product and category numbers, and strings of parameters no longer represent technical challenges for search engines. But there are other reasons to optimize URLs with keywords.
The keywords in the URL send small relevance signals to search engines regarding the content of each page. In addition, because customers are more likely to choose a keyword URL in the search results, each click indicates that the page was indeed worthy of ranking and increases its likelihood of continuing to rank.
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