One SEO expert who consulted for a bank I worked at wanted us to change our URLs from e.g. /products/savings-accounts/apply by reversing them to /apply/savings-accounts/products on the grounds that the most specific thing about the page must be as close to the domain name as possible, according to them. I actually went ahead and changed our CMS to implement this (because I was told to). I'm sure the SEO expert got paid a lot more than I did as a dev. A sad day in my career. I left the company not long after...