URL in SERP: Google's stand

[vtmoz]

Months back, we can notice "keyword" will be bold and highlighted if its in the SERP URL. Now Google no more highlights any URLs even with exact match of keyword we search. Beside UI, Does this mean Google might devalued or reduced the importance of URL as ranking factor? We can see many search results match partially or completely in URL with search keywords.

[mcncl]

Google is more interesting in the information you present users with and whether or not you can answer their query. Highlighting keywords may, to those not in the know, show that a website is more likely to answer a query, but in reality it may not be the case.

It's falls under the same method of Google attributing actual meaning, for example "wood floor" could be perceived as "wooden floor" or "wood flooring" and so on, where those websites might help the user more so than the one which contains the exact keyword in the URL.

[Alick300]

Hi

Google no more highlights even title but it is a ranking factor, highlights only words in description but that is not a direct ranking factor. So If keyword in url is not highlighting that doesn't mean Google devalued importance of URL yes but Google said on 9th of March 2017 that keywords in URLs are overrated for Google SEO.recently

URLs are a minor ranking factor search engines use when determining a particular page or resource's relevance to a search query.

I personally use keywords in URL.

Thanks