Welcome to the Q&A Forum

If I want to target a keyword phrase to a particular phrase, but do not want to change the URL of that page, will that negatively impact my rankings? A better way to say it is you are missing an opportunity to make a change which can positively impact your rankings. A page's URL has a very minor effect on rankings. There are two larger secondary effects. First, if you offer a clear, relevant URL your click-through-rate may increase. Additionally, when others link to your page by copying and pasting the URL, you will naturally have good anchor text which is very helpful, especially in our post-penguin world. Stefan correct shared there is not a reason to create a new short URL.