Planet13 - 4:03 pm on Jul 25, 2011 (gmt 0)
From your post it seems that Google gives more weighting/importance to the URL parameter within the algorithm than they care to let on...
Well, that's what it would SEEM like to me, since the content of the site doesn't have those keywords appear all that often.
And the home page? Not really all that well optimized. Yes, the title element for the home page is:
"blue widgets, green foobars, [another product and another keyword at store name]"
But there is no other content on the home page. Just a big graphic, and then links to their category-level pages and their customer support pages.
Checked the alt tags on the home page, and there is no mention of the key words in any of the alt text.
So the only place the keywords appear is in the title element on the home page. And then they appear in the URLs of all the links.
And there are a LOT of links because they use "slide out" menus, which reveal links to all the subcategories when you hover over them.
Their blog is on a hosted platform, so it is not even on their own domain.