Because a URL is the address of a page, it is important for relevant pages to appear for specific keywords. Even if you have the appropriate content, if the searcher is unable to locate it in the search results, then they will not be likely to stay on your site and convert.
If you’re unsure of where to begin in improving your Keyword URL results, you should first investigate which keywords searchers are most interested in. Learn how to figure out what searchers are searching for through segmentation, analytics, brainstorming, and surveys, which are further outlined in “How Do Know Which Keywords Searchers Use?”
Afterwards, you can start diagnosing why relevant articles may not be showing up in the search results by reading “Why Doesn’t My Page Appear in the Search Results?” By ensuring that certain pages will appear for specific keywords, you can fix badly performing URLs.