Keywords in URL

[Bkhoward2001]

I have an ecommerce store and i am using moz to get it into the best seo situation... my question is this..... I want to know how important it is to have the targeted keyword actually in the product page url.... I working on meta title and description which is good, but if i start changing all my product urls, it has major impact on the work i have to do since i would have to redo all my product links in ads, and all my product urls in emails, etc. So how much of a part do the urls play in seo?

[WebMarkets]

although i personally am a fan of targeted keywords in URLs, I do not believe it is a MUST. You can optimize the page content and links pointing to the page, and get great results without needing the keyword in the URL.

[jasongmcmahon]

Whilst targeted keyword URLs in is good practice, at this stage of the game I'd just stick to updating page copy, meta data, alt tags etc. Updating the URLS would require a large amount of affort, when you take getting 301s in to account, My advice woould be to create new a new URL structure as & when new products come on line

[Nigel_Carr]

That's what I would do Joe!