For the search engine optimization (SEO) world, everything! Having a keyword-rich domain name and creating a sound information architecture followed by proper page naming conventions can put you on the fast track for SEO success. Look on the web for yourself in the SERPs.
SEO-friendly URL structure is the following things:
* Keyword-rich: Keywords still matter and your target queries should be within URLs
* Consistent: There are multiple ways to create an SEO-friendly URL structure on any site.