With larger ecommerce sites, what is typically seen regarding the targeted keyword in the URL?

In larger ecommerce sites, it is typically observed that the targeted keyword is usually not included in the URL. This is largely due to the structure and design of such sites, where a focus is placed on creating user-friendly URLs that may prioritize brand names, category paths, or product IDs over specific keywords.

While including keywords in the URL can offer some SEO benefits, many larger ecommerce platforms often employ deeper navigation structures, where categories and products may be abstractly represented without necessarily containing the targeted keywords. This strategy can also facilitate better user experience by maintaining clean, straightforward URLs that are easier for consumers to remember and share.

Additionally, the complexity of the site's architecture can lead to dynamic URL generation, which may not always optimize for keyword presence. This illustrates a shift in some cases towards usability and brand recognition over strict keyword optimization in URLs.