A Guide to URLs: Understanding the impact on SEO

URLs (Uniform Resource Locators) play an essential role in how websites are accessed and ranked. A URL is not just a random string of characters that sends users to a webpage—it’s an integral part of SEO.

A well-structured URL helps search engines understand the content of your page, improves the likelihood of ranking higher in search results, and enhances the user experience.

In this guide, we’ll dive deep into the world of URLs, explore their components, and discuss why optimising your URL structure is crucial for SEO.

What is a URL?

A URL, or Uniform Resource Locator, is the web address that you type into your browser to visit a specific page or resource on the internet. Each URL is unique, serving as the address that tells both browsers and search engines where to find content on the web.

The structure of a URL typically includes several key elements:

• Protocol: The method used to transfer data between your browser and the website’s server. Common protocols are HTTP and HTTPS.
• Domain Name: This is the main address of your website, such as www.example.com.
• Path: The specific location or page on the website, such as /blog/how-to-optimise-urls.
• Query Parameters (optional): Additional pieces of information that help filter or specify the content, usually in the form of ?id=123&category=seo.

Let’s break down a typical URL:

Example: https://www.example.com/blog/seo-best-practices

• Protocol: https
• Domain: www.example.com
• Path: /blog/seo-best-practices

In this case, blog refers to the section of the website, and seo-best-practices is the specific page within that section.

What is a URL structure?

URL structure refers to the organisation and format of URLs across a website. It’s the way that URLs are organised within your website’s hierarchy. A good URL structure helps search engines understand the relationship between different pages and makes it easier for users to navigate the site.

Why is URL structure important for SEO?

• Search engines use URL structure to understand your content. A well-organised site with logical URLs helps search engines crawl and index your pages correctly.
• User experience (UX): A clean and clear URL structure makes it easier for users to navigate and find the content they are looking for.
• Link equity: Search engines follow internal links to spread link equity across your website. A good URL structure ensures that this process works effectively.

Key elements of an SEO-friendly URL structure:

• Hierarchical organisation: URLs should reflect the hierarchy of your website’s content. For instance, a blog post should sit under a category like /blog/, which in turn could fall under /resources/.
• Descriptive paths: The path of a URL should accurately describe the content on that page.
• Avoid unnecessary complexity: Long, convoluted URLs with many parameters can confuse search engines and users alike. Simplicity and clarity are key.

Example of a good URL structure: https://www.example.com/blog/seo-best-practices

Here, you can easily understand the URL hierarchy—blog is the category, and seo-best-practices is the specific post within that category.

Best SEO practices for URL structure

A URL is one of the first things search engines analyse when they crawl your website. Therefore, making your URLs SEO-friendly is crucial to improve your rankings. Let’s explore some best practices for creating optimised URLs that are both user-friendly and search engine-friendly.

1. Use clear, descriptive words

Your URL should give a clear indication of what the page is about. Use words that are simple, descriptive, and easy to understand. Avoid using random numbers or special characters that don’t convey meaning.

Example:

• Good: https://www.example.com/blue-running-shoes
• Bad: https://www.example.com/prod1234

Descriptive URLs are beneficial because they:

• Help search engines understand the content of the page.
• Make the URL easier for users to remember and share.
• Increase the likelihood of higher rankings for relevant searches.

2. Incorporate keywords

Including relevant keywords in your URL can help search engines associate the page with specific search queries. If your page is about “blue running shoes,” make sure the URL contains that keyword. This signals to search engines what the page is about and improves the chances of ranking for that term.

Example:

• URL with keywords: https://www.example.com/blue-running-shoes
• URL without keywords: https://www.example.com/blue-shoes-xyz123

However, avoid keyword stuffing, where you try to include as many keywords as possible. The goal is to create a URL that is both human-readable and optimised for search engines.

3. Keep URLs short and concise

Shorter URLs are more user-friendly and easier to remember. Long URLs with unnecessary parameters or words can be intimidating to users and search engines alike. It’s common practice to aim for URLs that are under 60 characters.

Example:

• Good: https://www.example.com/blue-running-shoes
• Bad: https://www.example.com/products-category/sports-footwear/running-shoes/blue-shoes-for-morning-runners-available-now-xyz123

Shorter URLs tend to:

• Be more readable and aesthetically pleasing.
• Be easier to share, especially on social media or other platforms where character limits apply.

4. Use hyphens instead of underscores

When separating words in a URL, always use hyphens (-) rather than underscores (_). Google and other search engines treat hyphens as space between words, while underscores are not treated as separators.

Example:

• Good: https://www.example.com/blue-running-shoes
• Bad: https://www.example.com/blue_running_shoes

Hyphens enhance readability and help search engines accurately parse the words in your URL.

5. Avoid using special characters

Special characters such as &, %, $, and others should be avoided in URLs as they can interfere with the way search engines crawl your site and affect user experience.

Instead of using special characters, use plain words that are easy to read and interpret.

What is URL syntax?

URL syntax refers to the technical structure and formatting rules for URLs. Understanding proper URL syntax is crucial for SEO because even small errors or inconsistencies can have a negative impact on both search rankings and user experience.

Key aspects of URL syntax:

1. Protocol (HTTP vs. HTTPS)

Always use HTTPS (Hypertext Transfer Protocol Secure) over HTTP. HTTPS encrypts data transferred between the user’s browser and the server, making it more secure. Google has stated that HTTPS is a ranking factor, which means using HTTPS can positively impact your SEO.

Browsers now mark HTTP sites as “Not Secure,” which can deter users from engaging with the site. If your website handles user data, such as credit card information, HTTPS is a must.

2. Case sensitivity

URLs are case-sensitive. For example, /Page and /page are considered two separate URLs by search engines. To maintain consistency, always use lowercase letters in your URLs.

3. Trailing slashes

Trailing slashes (/) can create duplicate content issues. Ensure that your URLs are consistent—either always use a trailing slash or never use one. For example:

• https://www.example.com/page/ (with trailing slash)
• https://www.example.com/page (without trailing slash)

Both of these URLs may be seen as separate pages if not configured correctly, which can negatively affect your SEO.

Conclusion: Best practices for SEO-friendly URLs

URLs are a fundamental part of SEO. They may seem like a small detail, but a well-structured URL can have a significant impact on your website’s visibility and user experience. Here’s a recap of the best practices for creating SEO-friendly URLs:

• Use clear, descriptive words to help search engines and users understand the page’s content.
• Incorporate relevant keywords into the URL to help with search engine ranking.
• Keep URLs short and concise to improve readability and user experience.
• Use hyphens instead of underscores for better readability.
• Always use HTTPS for added security and better SEO performance.
• Follow Google’s guidelines for URL structure, focusing on clarity, hierarchy, and consistency.

By following these best practices, you can ensure that your URLs are not only optimised for search engines but also user-friendly, which ultimately contributes to higher rankings and better user engagement.