I noticed CNN uses some capital letters and sometimes whole words in capital in their URL. Here is what I thought of the advantages and disadvantages and please feel free to share some more ideas. The advantages: 1. You make the word stand out 2. Some search engines might put more emphasis on those words The disadvantages: 1. It makes it more difficult for users to type in the URL or suggest the link via phone. 2. It may confuse users, making them think URL’s like domains are not case sensitive at all.