Keywords in <title> tagThis is one of THE most important places to have a keyword because what is written inside the <title> tag shows in search results as your page title. The title tag must be concise and the the keyword must be near the beginning.
Keywords in URLs help a lot - e.g. - http://domainname.com/affordable-seo-services.html where “Affordable SEO services” is the keyword phrase you attempt to rank well for. But if you don't have the keywords in other parts of the document, don't rely on having them in the URL.