Dumb SEO Questions

(Entry was posted by Chris Greene on this post in the Dumb SEO Questions community on Facebook, 10/01/2020).

Does having a keyword in URL matter?

Hi Guys,
Does having a keyword in URL matter?
We want to rank for "Covid testing for travel" and close variations with a homepage (which doesn`t contain covid in the URL), however if you look at top ranking keywords most of them have the keyword mentioned in the URL (See examples below). We will optimise all the meta data and content of the homepage around the target keyword, but looking at the SERP results Google seems to be ranking specific pages. I looked at top 100 and didn`t see a single URL which didn`t contain covid, travel, etc in the URL.
Thoughts?
This question begins at 00:26:35 into the clip. Did this video clip play correctly? Watch this question on YouTube commencing at 00:26:35
Video would not load
I see YouTube error message
I see static
Video clip did not start at this question

YOUR ANSWERS

Selected answers from the Dumb SEO Questions Facebook & G+ community.

  • JL Faverio: Forgive me if I`m wrong but I don`t think Google is allowing anyone to rank for anything "covid".
  • Chris Greene: look at serp results plenty of sites ranking
  • Michael Martinez: Chris Greene Google announced earlier this year they had launched a special algorithm to ensure the Covid search results reward what they feel are reliable sites.

    This is not an "E-A-T" thing, although an argument could be made that it`s a crude implementation of an E-A-T-style algorithm.

    Google recently disclosed that for their News Search index they are using a small number of 3rd-party databases for fact-checking. I have yet to see clear evidence (or an admission by them) that they are using these databases the same way in their Web Search index, but I suspect the day is coming when an additional layer of confirmation (or validation) will be needed for certain niches.

    Health will absolutely be one of those niches, and my guess is that it probably already is.
  • Michael Stricker: JL Faverio Michael Martinez’ good assessment, knowing that Google now relies on third-party assessors to validate medical organizations to qualify for paid campaigns.
    As for exact-match domain names and URLs, announced as a “minor” rank factor, consider the Herculean task Google faced as every single commercial domain launched COVID Pages. Entity authority/expertise and dedication to comprehensive coverage of the topic has to be applied to filter Johnny-come-latelys from the COVID query SERPS, or the true experts would have been buried.
  • Tim Capper: In this case I dont believe its the actual case, just look at the top 3 sites, that why they are ranking.

View original question in the Dumb SEO Questions community on Facebook, 10/01/2020).