Search engines use incredibly complex algorithms to calculate what pages should be returned when you search for a given term. The exact algorithms are closing guarded secrets, but search engine optimisation experts have been able to infer some basics rules to follow.
One of these is that having a url that contains some of your chosen keywords can help provide a marginal, but useful boost to a page’s relevance. Let’s assume we are trying to optimise for “vintage rare coganc”. We can gain some advantage by using those terms in the querystring, the path or the TLD.
Any sensible Content Management System or e-Commerce platform should be able to support such “pretty” or “search engine friendly” urls – which can help make those marginal gains that push you from the second page of results onto the first.