There are some reasons for putting a via in the pad, but strengthening a connector is a new practice for me.
The weakest part of an SMD pad is that the copper could delaminate from the fiberglass, and lift off the PCB itself. Anything you could do to prevent that would help, including making the pad larger or putting a via in the pad itself.
But you have to be careful since putting a via in the pad can cause other issues.
Honestly, if connector strength is an issue, then it is advisable to seriously consider going to a through-hole connector or some type of connector, which gets strength from some other ways. Such as a connector that gets bolted to the chassis itself (and stress on the PCB is minimal).
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