Let's now explore the subject of URLs. URLs are quite fascinating, but I want to emphasize a crucial point. While it's generally beneficial to have keywords in your URLs, it's not necessary to change all of them.

Changing URLs can be extremely risky because it signals to search engines that your page has moved and needs to start over. This process, known as page migration, requires careful consideration. There are technical methods and redirects that can be used to handle this, which we will discuss in the next section.

However, if you're creating a new page and know your keyword, it's fine to include it in the URL. But remember, you shouldn't change your URLs just for this reason. It is indeed possible for a page to rank number one for its primary keyword even if it's not in the URL.

I've seen this happen in many cases. Changing all your URLs at once can be extremely risky as it may result in a sudden loss of traffic if redirects are not properly implemented. Therefore, if your old pages are already ranking or generating traffic, it's generally not advisable to change the URLs when optimizing them.

On the other hand, if you're starting a new website from scratch, it's generally beneficial to include the keyword in the URL and position it closer to the root domain. However, keep in mind that this would involve a page migration, so exercise caution.

Even in the best-case scenario, you should anticipate a temporary drop in traffic. There are many other factors to consider, and URL structure is just a small piece of the puzzle. If you're unable to achieve this, don't worry too much about it. Broadly speaking, including the keyword in the URL and positioning it closer to the root domain are both helpful practices.