Actually the "search engine friendly" URIs refers to "static looking" URIs as opposed to URIs with querystring parameters.
It is only the mis-interpretation of results that has brought about the "keyword URL" myth.
The bolding in the SERP is a display feature rather than part of the evaluation process. What people seem to pass over completely when stating that rewriting gave their pages "better ranking" is that at the same time they changed their page titles to the same phrase AND more importantly the anchor text to the pages matched the URI phrase, especially in things like "breadcrumb" navigation..
I have yet to see an "example" of SE friendly URIs being the "cause" of a ranking boost where the "collars and cuffs" didn't match!
I have tested this a few time of having a URL keyword and different titles and anchor text. Only thing it ever proved was that Yahoo! does use the site architecture in a small way and Google uses Anchor text. Nothing new there then.
and ...
http://www.webmaster-talk.com/seo-ta...tml#post777529
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Last edited by chrishirst; 12-29-2009 at 10:25 AM..
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