1. SEJ
  2.  ⋅ 
  3. Technical SEO

The Ultimate Guide for an SEO-Friendly URL Structure

See what Google thinks about how URLs are crafted and learn how to create URL structure SEO guidelines for your brand or publication.

The Ultimate Guide for an SEO-Friendly URL Structure

To many, URLs are just seemingly inconsequential addresses to webpages. However, how you structure URLs for SEO matters.

They may seem less important than the title and heading elements but URLs can be a powerful tool for achieving SEO success.

Are Keywords in URLs Used for Ranking?

There’s no clear answer to whether keywords in the URL are used for ranking. Here’s why.

2010: Approach Keywords in URL Like a User

In 2010, Google’s Matt Cutts published a video where he discussed keywords in the path name versus keywords in the filename.

The path name is:

/tools/wood/drills.html

The multi-hyphen filename is:

/tools-wood-drills.html

Cutts recommended approaching the problem from the point of what a user might prefer.

He stated that the multi-hyphenated version may appear spammy to users.

He then affirmed that there is no multi-hyphen algorithm that will penalize multiple hyphens, doubling down on the approach of looking at it from a user perspective.

Cutts implied that there was a user impact effect in the following statement:

“As far as search engine ranking, I’m not sure that there’s really that much difference between the two.

But you might want to be a little careful because of the user experience of having a really long filename that’s just stuffed with hyphens. People might not like it if they see dash, dash, dash, dash, dash, dash and so they might not click on it.”

 

Matt didn’t address the ranking factor aspect.

It could be that what he wanted to stress was that the user experience part – what people would click on in the search engine results pages (SERPs) – was more important than any ranking factor-related benefit.

2011: Keywords in Domain are Ranking Factors

In 2011, in a somewhat related video about keywords in domains, he stated that Google was thinking about turning down the influence of keywords in the domain.

Like keywords in URLs, keywords in domains were also ranking factors.

But they were downplayed in terms of how important they were.

Matt downplays their ranking factor role in favor of other factors related to user experience and marketing – which is similar to how he also downplayed keywords in the URL.

2016: Google Says Keywords are Very Small Ranking Factor

In a Webmaster Central hangout in January 2016, John Mueller did in fact acknowledge that keywords in the URL were a ranking factor.

However, he minimized the importance of that as a ranking factor, describing its influence as being “very small.”

Mueller:

“I believe that’s a very small ranking factor, so it’s not something I’d really try to force. And it’s not something where I’d say it’s even worth your effort to kind of restructure your site just so you can include keywords in the URL.”

Calling it “very small” lines up well with what Cutts had been saying all along – that there are other areas of a site that are more important to focus on.

2017: Keywords in URL are Overrated

Mueller continued to minimize the importance of keywords in the URL as a ranking factor.

In 2017, he called them overrated.

2018: Don’t Worry About Keywords in URL

As recently as 2018, Mueller continued to downplay keywords in URL as a ranking factor, saying that they’re not even seen by users.

(Presumably, he’s referencing URLs invisibility in the Google SERPs.)

 

Keywords in a URL may be a ranking factor but judging from Googler statements, it’s a very minor one.

Are Keywords in Bare URL Links Used as Anchor Text?

There’s an idea around that if someone links to your site with just the link, Google will at least use the keywords in the URL as anchor text, which will help that site rank better for that anchor text.

That kind of link is sometimes called a naked link.

It’s called naked because it is a link in the form of a URL instead of hidden in an anchor text.

Bare URL:

http://www.example.com/

URL in an anchor text:

Click here!

Mueller said (How Google Handles Naked Links, September 2020) that naked links do not pass anchor text information.

This is what he said:

“From what I understand, our systems do try to recognize this and say well, this is just a URL that is linked, it’s not that there’s a valuable anchor here.

So we can take this into account as a link but we can’t really use that anchor text for anything in particular.

So from that point of view it’s a normal link but we don’t have any context there.”

Can Keywords in a URL Increase Clicks From SERPS?

There’s an old SEO idea that says using keywords in the URL will help stimulate a higher click-through rate (CTR) from the search results pages (SERPs).

This might have been true in the past.

It’s less true today, particularly for sites that use breadcrumb navigation and/or breadcrumb navigation structured data.

Google is instead using the category name in the search results for sites that feature breadcrumb navigation or breadcrumb navigation structured data.

The keywords in the URL are not visible.

Screenshot of Google search results with no discernible URLsScreenshot of a search result where Google does not show the URL

For sites that don’t use breadcrumb navigation or the breadcrumb structured data, Google does display the URLs with keywords in them.

But Google does not highlight them.

If Google did highlight the keywords in the URL, it might have helped to draw the eye to the listing—but this is not the case.

Screenshot of a keyword showing in Google's search engine results pages aka SERPsScreenshot showing that keywords in the SERPs are not highlighted

What Use Are Keywords in a URL?

Aside from a very minor possible ranking factor weight, there are clear benefits to site visitors for keywords in a URL.

Keywords in the URL can help users understand what a page is about.

Even though those keywords might not always show up in the SERPs, they will show when linked as a bare URL.

Example of a bare URL:

https:www.example.com/widgets/best-widgets

When in doubt, optimize for the user because Google always recommends making pages useful for users.

This tends to align with the kinds of webpages Google wants to rank.

Best Practices for URL Structure

Standardize Your URLs in Lowercase

Most servers don’t have problems with mixed case URLs.

Even so, it’s a good idea to standardize what your URLs look like.

URLs are commonly written in the lowercase “like-this-dot-com” as opposed to mixed case “Like-That-Dot-Net” or in all uppercaseLIKE-THIS-DOT-BIZ.”

It’s best to do that as well if only because that’s what users expect and it is easier to read than all caps.

Keeping your URLs standardized will help prevent linking errors within the site and from outside of the site, too.

Use Hyphens, Not Underscores

Always use hyphens (-) and not underscores (_) because underscores cannot be seen when the URL is published as a bare link.

Here’s an example of how underscores in links are a bad practice:

Animated GIF showing how underscores are invisible when formatted within a linkUnderscores are invisible when formatted in a link. This means that users are unable to accurately see what the URL is.

Use Accurate Keywords in Category URL Structure

Using a less relevant keyword as the category name is a common mistake that comes from choosing the keyword with the most traffic.

Sometimes the highest traffic keyword isn’t necessarily what the pages in the category are about.

Select category names that truly describe what the pages contained within it are about.

When in doubt, pick the words that are most relevant to users who are looking for the content or products that are contained within those categories.

Avoid Using Superfluous Words in URL Structure

Sometimes a CMS might add the word /category/ into the URL structure.

This is an undesirable URL structure.

There is no justification for a URL structure that looks like /category/widget/.

It should simply be /widget/.

Similarly, if a better word than “blog” exists for telling users what to expect out of a section of your site, then use that instead.

Words guide users to content they are looking for.

Use them appropriately.

Future Proof Your URLs

Just because a date is in the title of the article doesn’t mean it belongs in the URL.

If you intend to create a “Top xxx for 20xx” type of post, it is generally a better practice to use the same URL year after year.

So instead of:

example.com/widgets/top-widgets-2020

Try removing the year and simply go with:

example.com/widgets/top-widgets

The benefit of updating the content and the title year after year and keeping the same URL is that all of the links that went to the previous year of content remain.

Anyone who follows the old links will find the updated content.

It’s possible to create an archive of previous years, as well.

That’s up to you.

Trailing Slash or No Trailing Slash

A trailing slash is this symbol: [ / ].

The Worldwide Web Consortium (W3C) the group responsible for web standards – recommends best practice is that the trailing slash should be used to indicate a “container URI” for denoting parent/child relationships.

(A URI is used to identify resources in the same way as a URL, except those resources may not be on the web.)

A parent/child relationship is when a category contains numerous webpages.

The category “container” is the parent and the webpages contained within it are the children documents that are contained within the category.

This is what the W3C states in the section called, Linked Data Platform Best Practices and Guidelines:

“2.6 Include a trailing slash in container URIs
When representing container membership with hierarchical URLs, including the trailing slash in a container’s URI makes it easier to use relative URIs.”

In HTML, the trailing slash is supposed to indicate the presence of a directory or a category section.

In 2017 Google’s John Mueller tweeted that apart from the home page, a URL with and a URL without a trailing slash are different web pages.

For example:

https://www.example.com/widgets

can be a different page from:

https://www.example.com/widgets/

/widgets denotes a page while /widgets/ represents a directory or category section.

Mueller’s tweet in 2017 reaffirmed an official Google blog post from 2010 (To Slash or Not to Slash) that made similar statements.

However, even in that 2010 blog post, Google pretty much left it up to publishers to decide how to use trailing slashes.

But Google’s adherence to a common trailing slash convention reflects that point of view.

Google Is Flexible on Trailing Slash Best Practices

Here’s an example of how Google codes URLs.

This URL features the .html at the end and is clearly a web page:

https://webmasters.googleblog.com/2020/11/timing-for-page-experience.html

This URL ending with a trailing slash is a category page:

https://webmasters.googleblog.com/2020/11/

And this is the container for the month year of 2020:

https://webmasters.googleblog.com/2020/

The above examples conform with the standard recommendation to use trailing slashes at the end for a category directory and to not use it at the end of the URL when it’s a web page.

Google URLs Lacking Trailing Slash Altogether

However, other sections published by Google don’t conform to that standard.

The following examples are categories and webpages that do not use a trailing slash.

  • This is a URL for a category section:
    https://developers.google.com/analytics
  • This is a web page:
    https://developers.google.com/analytics/devguides/integrate
  • And this is another web page:
    https://developers.google.com/analytics/devguides/collection/firebase/android

All of those webpages and category pages look similar because they don’t use a trailing slash.

Google Is Flexible in Use of Trailing Slash

The above examples show that yes, there are best practices.

But this is one of those best practices that can be ignored.

As far back as 2010, Google’s advice on the use of trailing slashes was flexible.

According to Google:

“…you’re free to choose whichever you like.”

Perhaps the most important point about trailing slash in the URL is that you choose one way of doing it and sticking with that so you can avoid confusion.

It also makes it easier to redirect non-trailing slash URLs to the trailing slash, etc.

URLs for SEO Purposes

The topic of SEO-friendly URLs is deeper than one may suspect, with many nuances to it.

While Google is increasingly not showing URLs in the SERPs, popular search engines like Bing and DuckDuckGo still show them.

URLs are a good way to signal to a potential site visitor what a page is about.

The proper use of URLs can help improve click-through rates wherever the links are shared.

And keeping URLs shorter makes them user friendly and easier to share.

Webpages that make it easy to share are helping users make the pages popular.

Don’t underestimate the power of popularity for ranking purposes because some of what search engines do is to show users what the users are expecting to see.

The URL is a humble and somewhat overlooked part of the SEO equation but it can contribute a great deal to helping your pages rank well.

More Resources:


Image Credits

Featured image and screenshots by author, November 2020

Category SEO
ADVERTISEMENT
SEJ STAFF Roger Montti Owner - Martinibuster.com at Martinibuster.com

I have 25 years hands-on experience in SEO, evolving along with the search engines by keeping up with the latest ...

universo-virtual.com
buytrendz.net
thisforall.net
benchpressgains.com
qthzb.com
mindhunter9.com
dwjqp1.com
secure-signup.net
ahaayy.com
soxtry.com
tressesindia.com
puresybian.com
krpano-chs.com
cre8workshop.com
hdkino.org
peixun021.com
qz786.com
utahperformingartscenter.org
maw-pr.com
zaaksen.com
ypxsptbfd7.com
worldqrmconference.com
shangyuwh.com
eejssdfsdfdfjsd.com
playminecraftfreeonline.com
trekvietnamtour.com
your-business-articles.com
essaywritingservice10.com
hindusamaaj.com
joggingvideo.com
wandercoups.com
onlinenewsofindia.com
worldgraphic-team.com
bnsrz.com
wormblaster.net
tongchengchuyange0004.com
internetknowing.com
breachurch.com
peachesnginburlesque.com
dataarchitectoo.com
clientfunnelformula.com
30pps.com
cherylroll.com
ks2252.com
webmanicura.com
osostore.com
softsmob.com
sofietsshotel.com
facetorch.com
nylawyerreview.com
apapromotions.com
shareparelli.com
goeaglepointe.com
thegreenmanpubphuket.com
karotorossian.com
publicsensor.com
taiwandefence.com
epcsur.com
odskc.com
inzziln.info
leaiiln.info
cq-oa.com
dqtianshun.com
southstills.com
tvtv98.com
thewellington-hotel.com
bccaipiao.com
colectoresindustrialesgs.com
shenanddcg.com
capriartfilmfestival.com
replicabreitlingsale.com
thaiamarinnewtoncorner.com
gkmcww.com
mbnkbj.com
andrewbrennandesign.com
cod54.com
luobinzhang.com
bartoysdirect.com
taquerialoscompadresdc.com
aaoodln.info
amcckln.info
drvrnln.info
dwabmln.info
fcsjoln.info
hlonxln.info
kcmeiln.info
kplrrln.info
fatcatoons.com
91guoys.com
signupforfreehosting.com
faithfirst.net
zjyc28.com
tongchengjinyeyouyue0004.com
nhuan6.com
oldgardensflowers.com
lightupthefloor.com
bahamamamas-stjohns.com
ly2818.com
905onthebay.com
fonemenu.com
notanothermovie.com
ukrainehighclassescort.com
meincmagazine.com
av-5858.com
yallerdawg.com
donkeythemovie.com
corporatehospitalitygroup.com
boboyy88.com
miteinander-lernen.com
dannayconsulting.com
officialtomsshoesoutletstore.com
forsale-amoxil-amoxicillin.net
generictadalafil-canada.net
guitarlessonseastlondon.com
lesliesrestaurants.com
mattyno9.com
nri-homeloans.com
rtgvisas-qatar.com
salbutamolventolinonline.net
sportsinjuries.info
topsedu.xyz
xmxm7.com
x332.xyz
sportstrainingblog.com
autopartspares.com
readguy.net
soniasegreto.com
bobbygdavis.com
wedsna.com
rgkntk.com
bkkmarketplace.com
zxqcwx.com
breakupprogram.com
boxcardc.com
unblockyoutubeindonesia.com
fabulousbookmark.com
beat-the.com
guatemala-sailfishing-vacations-charters.com
magie-marketing.com
kingstonliteracy.com
guitaraffinity.com
eurelookinggoodapparel.com
howtolosecheekfat.net
marioncma.org
oliviadavismusic.com
shantelcampbellrealestate.com
shopleborn13.com
topindiafree.com
v-visitors.net
qazwsxedcokmijn.com
parabis.net
terriesandelin.com
luxuryhomme.com
studyexpanse.com
ronoom.com
djjky.com
053hh.com
originbluei.com
baucishotel.com
33kkn.com
intrinsiqresearch.com
mariaescort-kiev.com
mymaguk.com
sponsored4u.com
crimsonclass.com
bataillenavale.com
searchtile.com
ze-stribrnych-struh.com
zenithalhype.com
modalpkv.com
bouisset-lafforgue.com
useupload.com
37r.net
autoankauf-muenster.com
bantinbongda.net
bilgius.com
brabustermagazine.com
indigrow.org
miicrosofts.net
mysmiletravel.com
selinasims.com
spellcubesapp.com
usa-faction.com
snn01.com
hope-kelley.com
bancodeprofissionais.com
zjccp99.com
liturgycreator.com
weedsmj.com
majorelenco.com
colcollect.com
androidnews-jp.com
hypoallergenicdogsnames.com
dailyupdatez.com
foodphotographyreviews.com
cricutcom-setup.com
chprowebdesign.com
katyrealty-kanepa.com
tasramar.com
bilgipinari.org
four-am.com
indiarepublicday.com
inquick-enbooks.com
iracmpi.com
kakaschoenen.com
lsm99flash.com
nana1255.com
ngen-niagara.com
technwzs.com
virtualonlinecasino1345.com
wallpapertop.net
nova-click.com
abeautifulcrazylife.com
diggmobile.com
denochemexicana.com
eventhalfkg.com
medcon-taiwan.com
life-himawari.com
myriamshomes.com
nightmarevue.com
allstarsru.com
bestofthebuckeyestate.com
bestofthefirststate.com
bestwireless7.com
declarationintermittent.com
findhereall.com
jingyou888.com
lsm99deal.com
lsm99galaxy.com
moozatech.com
nuagh.com
patliyo.com
philomenamagikz.net
rckouba.net
saturnunipessoallda.com
tallahasseefrolics.com
thematurehardcore.net
totalenvironment-inthatquietearth.com
velislavakaymakanova.com
vermontenergetic.com
sizam-design.com
kakakpintar.com
begorgeouslady.com
1800birks4u.com
2wheelstogo.com
6strip4you.com
bigdata-world.net
emailandco.net
gacapal.com
jharpost.com
krishnaastro.com
lsm99credit.com
mascalzonicampani.com
sitemapxml.org
thecityslums.net
topagh.com
flairnetwebdesign.com
bangkaeair.com
beneventocoupon.com
noternet.org
oqtive.com
smilebrightrx.com
decollage-etiquette.com
1millionbestdownloads.com
7658.info
bidbass.com
devlopworldtech.com
digitalmarketingrajkot.com
fluginfo.net
naqlafshk.com
passion-decouverte.com
playsirius.com
spacceleratorintl.com
stikyballs.com
top10way.com
yokidsyogurt.com
zszyhl.com
16firthcrescent.com
abogadolaboralistamd.com
apk2wap.com
aromacremeria.com
banparacard.com
bosmanraws.com
businessproviderblog.com
caltonosa.com
calvaryrevivalchurch.org
chastenedsoulwithabrokenheart.com
cheminotsgardcevennes.com
cooksspot.com
cqxzpt.com
deesywig.com
deltacartoonmaps.com
despixelsetdeshommes.com
duocoracaobrasileiro.com
fareshopbd.com
goodpainspills.com
kobisitecdn.com
makaigoods.com
mgs1454.com
piccadillyresidences.com
radiolaondafresca.com
rubendorf.com
searchengineimprov.com
sellmyhrvahome.com
shugahouseessentials.com
sonihullquad.com
subtractkilos.com
valeriekelmansky.com
vipasdigitalmarketing.com
voolivrerj.com
zeelonggroup.com
1015southrockhill.com
10x10b.com
111-online-casinos.com
191cb.com
3665arpentunitd.com
aitesonics.com
bag-shokunin.com
brightotech.com
communication-digitale-services.com
covoakland.org
dariaprimapack.com
freefortniteaccountss.com
gatebizglobal.com
global1entertainmentnews.com
greatytene.com
hiroshiwakita.com
iktodaypk.com
jahatsakong.com
meadowbrookgolfgroup.com
newsbharati.net
platinumstudiosdesign.com
slotxogamesplay.com
strikestaruk.com
trucosdefortnite.com
ufabetrune.com
weddedtowhitmore.com
12940brycecanyonunitb.com
1311dietrichoaks.com
2monarchtraceunit303.com
601legendhill.com
850elaine.com
adieusolasomade.com
andora-ke.com
bestslotxogames.com
cannagomcallen.com
endlesslyhot.com
iestpjva.com
ouqprint.com
pwmaplefest.com
qtylmr.com
rb88betting.com
buscadogues.com
1007macfm.com
born-wild.com
growthinvests.com
promocode-casino.com
proyectogalgoargentina.com
wbthompson-art.com
whitemountainwheels.com
7thavehvl.com
developmethis.com
funkydogbowties.com
travelodgegrandjunction.com
gao-town.com
globalmarketsuite.com
blogshippo.com
hdbka.com
proboards67.com
outletonline-michaelkors.com
kalkis-research.com
thuthuatit.net
buckcash.com
hollistercanada.com
docterror.com
asadart.com
vmayke.org
erwincomputers.com
dirimart.org
okkii.com
loteriasdecehegin.com
mountanalog.com
healingtaobritain.com
ttxmonitor.com
bamthemes.com
nwordpress.com
11bolabonanza.com
avgo.top