IT'S NUANCED
Keyword in URL is important
CONTENT
LOW Impact
BEGINNER
The Myth
"Having your target keyword in the URL significantly helps rankings."
The Truth
Keywords in URLs have minimal to no direct ranking impact. Google has confirmed URLs are a very small factor at best. However, keywords in URLs can help users understand what a page is about before clicking (improving CTR) and can appear bolded in search results. Keep URLs clean and descriptive, but don't force keywords awkwardly.
OFFICIAL
John Mueller, Google
Keywords in URLs are a very, very small ranking factor.
STUDY
Backlinko Analysis
Slight correlation exists but likely due to confounding factors.
DInsight from @dejanseo
"Keyword URLs are a relic of old SEO. Use clear, descriptive URLs for users, not for stuffing keywords. Google figures out what your page is about from the content."