Re: keywords in url for google not so important?
Honestly I don't believe that any ONE item is the key..
It's a series of small things that add up to success... imho the top ones would be targeted well written content, clean code and structure, effectively written title/description for each page, and IBLs...
There is also a definite difference if your business is strictly online. If you have a brick and mortar business then your URL would ideally be your business name, because those in your local community (or if you brand your company / product well) will search for you directly. Every website should come up in the top 3 for their business name, at the very least in a local search.
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