Benefits of optimising with keyword rich URLs

Sharon and Roy are the only people to contribute anything useful on this topic.

My gut feeling is that keyword rich URLs are the way forwards although I have yet to prove this with my own work. They are perhaps not the most effective method for simple seo purposes, but for conversion purposes I think they stand out as a winning tactic. I personally always check the URLs of the sites listed in the organic listings. It makes it easier to ascertain if the information is relevant becuase I can look at the URL and get a feeling for whether the information is organised or not. If I can tell at a glance that the information is organised I will click it, because the chances are the rest of the site is organised and will lead me on to further relevant information.