Number 2 on the list of best and worst practices for designing a high traffic website: Keywords in URL
2. Keywords in URL
This one is pretty easy. Simple put if you have the name of the page that corresponds to the content of the page which will fall in line with the keywords of that page, then you'll accomplish by default. They won't say you can't hit water if you fell out of boat if you can pull this one off! ;)
Here is an example of a page that is talking about membership at the Lake Champlain Chamber of Commerce website.
As you can see the word "membership" is used in the URL and the subject of the page is about membership with the Chamber.
According to the ranking system used on this site, you'll gain the highest possible return on this best practice.
Coming up: Keyword density in document text