Given that all pieces of your URL contribute to your organic ranking, this is something that shouldn’t be overlooked. Most people realize that the domain name is important (www.domainname.tld). Less people realize that the top level domain (www.domainname.tld) has an impact on your geo rankings. Other people realize that directory and page names are important (www.domainname.tld/directory/pagename.html) but don’t take the time to properly plan this.
A lot of this comes from SEO being left too late in the process, but that’s a whole other blog post. So, make sure you’re choosing proper URL structures for your SEO efforts.