Keyword repeats/presence in url's & over-optimisation

[Dan-Lawrence]

Hi

I'm about to launch a redesigned site and worried about overdoing kw presence on-page, primarily using in url's since will already be using kw in titles as well as page content.

What's current thinking re over optimisation:  If kw is in titles and page content is it best not to repeat again in url structure i.e. less is more, even though this will cause things like SeoMoz on-page grade score to fall, or better to keep them/add them ?

Personally i think it makes sense to include kw in url again since helps make the page relevant, and so long as matches the content should help as opposed to hinder rankings for the pages target keyword.  However when i look into this some say don't do this since is over-optimisation

The sites generally ranking quite well for its target kw which i obviously don't want to lose after re-launch & hopefully improve further, in the case of this example they are 'Sports Centre Services' & 'Sports Centre Equipment Rental').

The sites current url structure is similar to this below example:

frankssportscentres.com/services/sports-centre-equipment-rental

Would it be better to keep following existing/above format or to go with either of the below options i.e. more kw rich urls or less:

1. frankssportscentres.com/sports-centre-services/sports-centre-equipment-rental

Or

2. frankssportscentres.com/sports-centre-services/equipment-rental

Or even less

3. frankssportscentres.com/services/equipment-rental

Many Thanks in advance for any helpful comments

Cheers

Dan

[KaneJamison]

#3 looks the nicest.

#2 is decent and has good keyword usage, and I think it would be fine.

#1 is too much in my opinion, and I don't think you'll get much benefit from using the keyword multiple times. This is the only option I would avoid.

The original URL is also fine, and wouldn't require any 301 redirects, which is an important consideration as well.

Regarding 'Sports Centre Services' vs 'Sports Centre Equipment Rental' - these should be targeted by two different pages (that may be what you meant but I want to mention it to be sure). Like this:

1. 'Sports Centre Services' should be the target keyword for frankssportscentres.com/services/
2. 'Sports Centre Equipment Rental' should be the target keyword for frankssportscentres.com/services/equipment-rental (or whatever your final URL ends up being)

[Dan-Lawrence]

Hi Kane

Thanks alot for answering and your helpful reply

We went with option 2 in the end.  The original wasn't an option since the urls were being changed to include kw in the first level category pages anyway. I was worried if keeping kw in sub-category landing page url too would be overdoing it.

Option 1 would still be my preferred choice for my own sites/projects but this is for a client so didn't want to risk 'over optimisation'

Yes the 2 kw/pages are targeted by 2 different pages of unique content.

Many thanks

Dan