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I agree that it isn't necessary but I wouldn't automatically consider it spammy, either. (The content will determine that far more than the URL structure). Considering the URL structure as above will not make the site look spammy. Consider a www.myshoeshop.com/womens-shoes/  /mens-shoes/ /boys-shoes/ /girls-shoes/ It is relevant (i.e.) the page in question deals in mens shoes etc. All you have done is indicate to the visitor that this page relates to their search; no harm in that. When you use the On-page grader: https://moz.com/researchtools/on-page-grader, one of the considerations is keyword in URL so it's expected. One page for one keyword is still common practice (though Google's introduction of Rankbrain will see this diminish over time: https://moz.com/blog/optimizing-for-rankbrain-whiteboard-friday) and we will need to evolve our content and thinking in alignment with this. You could, of course simply use mycouponsitename.com/walmart etc.  as you allude to in your statement. I'd worry less about the URL structure and more about the content as here's plenty of scope to make this look spammy, depending on how you deliver the content. Deliver relevance and engaging content, don't bombard me with ads and, most importantly perhaps, provide COUPONS THAT ACTUALLY WORK and you will have delivered a great user experience. Your/the clients revisit rate will go up and people will spread the joy, regardless of the URL structure.