If your USB host/interface/PHY device does not have internal series resistors, and you are only using up to Full Speed (USB 1.1 / 2.0-compatible), then:
Get a one of those USB filter and protection devices, such as:
http://www.digikey.com/short/34v0rz(They vary by ESD rating, size, capacitance, resistance, and the having-or-not of pull-ups/downs.)
Place it near the PHY (within some ~cm?).
The filter should roll off around 30MHz, because Full Speed is only 12Mb and therefore needs >= 6MHz bandwidth. Filtering saves you some trouble with RFI and transients, and the kind with internal clamp diodes or zeners further protect the PHY device against transients.
The traces, between filter and connector, should be nominal impedance (40-50 ohms each, with a little differential coupling), but, since the signal's been filtered, you aren't very concerned with what happens to the signal in the 100s of MHz range -- which means, up to about a meter in trace or cable length, you really don't care much where the signal goes, or over what impedance -- put it on loose wires for all anyone cares! (As long as it's still shielded, so RFI doesn't leak out, or strong interference leaks in.)
The same method applies to any signal of up to modest bandwidth -- digital GPIOs, SPI, RS-422/485, Ethernet (10Mb, and 100Mb with proportionally shorter "don't care" trace lengths) and so on. As long as you clamp transients, filter noise (incoming and outgoing), using only the bandwidth you need for the communication channel to operate -- you will have the least possible amount of problems!

Tim