I read earlier today that Google has announced that they don't want webmasters to create search engine friendly urls anymore. They supposedly want dynamic urls to appear naturally and not being rewritten. Whats up with that? I cant see any reason to follow up on this encouragement and stop rewriting urls as search engine friendly urls still scores on the SERPs page. And the benefit of presenting clean urls that makes sense to your visitors and is possible for humans to remember is still a great benefit. Have a look at this Duplicate content and dynamic URLs
In my opinion it is a move to distance themselves from Yahoo and MSN. Google knows that they can now handle dynamic urls better than the other search engines. So by telling people to not rewrite urls, they are telling them to ignore MSN and Yahoo. In return those people will get more traffic from Google than other search engines...and in theory they will like Google more and tell others how great Google is. Their marketing plan is based largely on brainwashing people into thinking that Google is the only search engine that matters at all.
Although Google is certainly doing everything it can to kill the competition, they also have an interest in providing the best search results. I think they're finding that the URL doesn't matter as much as the content and the quality of the links coming back to the page. Bottom line, Google is getting better at determining quality content and quality links. As a result, domain name, URL, etc. are becoming less important in the algorithm.
i am not agree with google, search engine friendly url is not only useful for robot but also for normal users so people understand the services, inspite of ID.
I think they might also be worried about too many webmasters trying to do url rewriting without having enough expertise. This would result in a lot of broken links and a big mess for the Google spider to deal with.