We're working on revamping the URL structure for a site from the ground up. This firm provides a service and has a library of case studies to back up their work. Here's some options on URL structure:
1. /cases/[industry keyword]-[service keyword] (for instance: /cases/retail-pest-control)
There is some search traffic for the industry/service combination, so that would be the benefit of using both in URL. But we'd end up with about 70 pages with the same service keyword at the end.
2. /cases/[industry keyword] (/cases/retail)
Shorter, less spam potential, but have to optimize for the service keyword -- the primary -- in another way.
3. /cases/clientname (/cases/wehaveants)
No real keyword potential but better usability.
We also want the service keyword to rank on its own on another page (so, a separate "pest control" page). So don't want to dilute that page's value even after we chase some of the long tail traffic.
Any thoughts on the best course of action? Thanks!