Keyword weight in Domain Name

[MAGNUMCreative]

Hi All,

I'm looking for some advice on URL structure. Our domain name includes 1/2 of many keyword strategies that we're considering. For example our domain is like, dive.com

Keyword strategies that we're looking at targeting would include things like,

"dive shop", "dive equipment" etc etc

Are we competitive to have a structure like this?

dive.com/shop/

dive.com/equipment/

Or will this structure yield stronger results?

dive.com/dive-shop/

dive.com/dive-equipment/

Your thoughts are appreciated.

Thanks!

Malcolm

[ResslerMotors]

My gut instinct tells me to choose the one utilizing the .com/exact-match/

This coming from a customer perspective.  When I search for Diving Equipment I'm going to want the phrase, or something similar, in the url.  Of course, both of these match that idea.  However, the second one allows me to read it as one piece, and my subconscious is more likely to perceive the page as such.

As for the search engines.  Using the latter one will give a more clarified answer to what this page is about without additional context. The only point where I would see it being too complicated is from the length of the url; especially with blog posts.

http://www.dive.com/blog/The-Absolute-10-best-scuba-diving-accessories-in-2011/

*That being said, I have no documented proof of such, and have never seen a case study for it.  It's just simply my interpretation.

[MAGNUMCreative]

@Ressler - thanks for weighing in. My gut instinct is the same as yours regarding the exact-match approach.

To further support the argument from a customer perspective - it may also benefit future Adwords Marketing or Link Building strategies to be able to read it as one piece.

Any other opinions out there?