Your URL is important for a number of reasons. Google algorithms change from day to day, but there are days where your URL can push you up in the rankings a few notches if it contains your primary keyword in it. There are times when it won’t. Overall, I’d say having your keyword in your URL is very important. It’s not a make-or-break it factor in rankings, but it can be a slight edge in the competitive dance if all else is equal between your site and your competition’s.
Nevertheless, your URL is important in other ways as well. It’s a great branding tool, for instance. In fact, you can brand your company with your website URL even without using a keyword. There are many examples of this:
And that’s just to name a few!
If you mention the niche each of these companies exist within, you’ll no doubt think of these companies. Google = search engine, Flickr = photo sharing, YouTube = video sharing, Digg = social bookmarking, and MySpace and Facebook = social networking. The URL = the name brand. Powerful marketing!
This combination of URL importance is getting even better since Google is introducing a new feature into its Google Suggest tool. From Marketing Pilgrim:
Googleâ€™s also added navigational suggestionsâ€“so if you start typing the name of a company or brand, youâ€™ll more likely see the actual URL appear in your suggested items.
What this means is that your URL could actually become a suggested destination or query result at Google for generic keywords that searchers type in. But for that to happen you have to establish yourself as an authority website in your niche. That means building unique and original content that increases your reputation in your niche. When you do that, you have a bigger edge and that edge is what it’s all about.