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"If I wanted to change my home page URL, (currently along the lines of "http://example.com/home") would it be a good idea to change it to "http://example.com/dallas-auto-repair"?" I have to say no to this particular example. Realistically, your home page probably shouldn't sit on an internal URL like this anyway; is there a reason why the home page is not sitting on the root? If you were to follow this exact example, it sounds like your home page targets "Dallas auto repair", but that there is an internal page targeting "Dallas auto services" as well, which sounds like a good recipe for having internal pages compete against each other for the same type of rankings. We advise caution when implementing redirects: if there is no good reason besides "this would get a keyword into the URL", it's usually not a great idea. If you need to change the URL for a number of reasons, putting keywords in the new URL is a good idea. Say you have long, complicated dynamic URLs that a CMS has created: you'd be best to make these static URLs for a number of reasons. However, if you have a URL like www.example.com/auto-repair-services, I would definitely not 301 redirect that to www.example.com/dallas-auto-repair-services just to get the word "Dallas" in there, for example. 301 redirects sometimes don't seem to transfer the exact authority / rankings from one URL to another, so unless there is a very good reason to go through redirects, I would not do it.

This post might be useful: http://moz.com/blog/i-am-an-entity-hacking-the-knowledge-graph