Best URL Structure For SEO: Boost Your Search Rankings

Creating the best URL structure for SEO is more than just a good idea—it’s essential for improving your search engine ranking and enhancing user experience.

A clear, simple URL structure helps search engine bots understand the content of a page, making it easier to index your web pages and rank them higher in search results.

At VH-info, we specialize in SaaS link building and digital marketing strategies, and we know firsthand how impactful a well-created URL can be in driving organic traffic, boosting website traffic, and attracting potential customers.

What is URL Structure?

URL structure refers to the format of a Uniform Resource Locator (URL), which is the address used by internet users and search engine bots to locate a specific page on a website. A full URL includes various components such as scheme, domain name, subdirectories, and parameters. An SEO-friendly URL structure communicates the content of a page using descriptive words and relevant keywords.

Why is URL Structure Important For SEO?

Ranking Factor: URL structure is a direct ranking factor used by search engines like Google. When your URL includes relevant keywords, it helps search engine bots understand the content of a page clearly. Although it’s a minor ranking factor, a well-optimized URL can significantly improve your website’s visibility in Google search results and attract more organic traffic.
User Experience: A simple URL structure improves user experience by clearly indicating what internet users can expect on the destination page. Friendly URLs with descriptive words make it easier for visitors to understand the content of a page before clicking, leading to higher satisfaction and lower bounce rates.
Increased Click-Through Rates (CTR): SEO-friendly URLs that contain relevant keywords and descriptive words attract more clicks from users in search results. A clear idea of what the web page offers encourages internet users to click through to your site, increasing organic traffic and improving overall website traffic.
Better Sharing and Link Building: A clear and simple URL structure makes sharing easier across social media platforms. Short, descriptive URLs also become natural anchor text when shared, making them ideal for effective link building. At VH-info, we emphasize this strategy to enhance SaaS link building efforts.
Accessible Links: URLs that are short, clear, and descriptive are easier for accessibility tools and screen readers to interpret. This ensures that your content reaches all internet users, including those with disabilities, enhancing user experience across diverse audiences.
Mobile Optimization: Shorter URLs display better on mobile devices, fitting neatly onto smaller screens without truncation or confusion. Since most internet users now browse via mobile devices, optimizing URL length and readability significantly improves user experience on smartphones and tablets.
Facilitation of Site Navigation: A logical URL structure helps both users and search engine bots navigate your particular website efficiently. Organizing content into categories and subcategories within your URL paths provides a clear hierarchy, making it simpler for visitors and search engine bots to find relevant content quickly.

The Parts Of A URL

Scheme: The scheme is the first part of the URL, indicating how internet users access a web page. Common schemes include Hypertext Transfer Protocol (HTTP) and Hypertext Transfer Protocol Secure (HTTPS). HTTPS provides a secure connection using SSL certificates, which is a ranking factor preferred by search engines.
Subdomain: A subdomain is an optional part of the URL placed before your main domain name. It helps organize content into specific sections like “blog.example.com” or “shop.example.com.” Subdomains can be useful for small businesses targeting local SEO or separating different types of content.
Second-Level Domain: The second-level domain is your unique website identifier, usually your brand or business name. It helps potential customers easily recognize and remember your particular website. Choosing descriptive words relevant to your business can positively impact search engine rankings and user experience.
Top-Level Domain: The top-level domain (TLD) is the extension at the end of your domain name, such as “.com,” “.org,” or “.net.” It can indicate the type or location of your site, influencing user trust and click-through rates in search results. Selecting a popular TLD like “.com” often provides a clear idea about your site’s credibility.
Subdirectory: Subdirectories are folders within your website used to organize content logically. For example, “vh-info.com/blog/” clearly indicates that the content belongs to a blog post category. Using descriptive subdirectories helps search engine bots and internet users easily navigate your website structure.
Port: The port is a technical detail specifying how your web server communicates with internet users. It’s usually hidden from view and rarely appears in URLs visible to users. Standard ports (like 80 for HTTP or 443 for HTTPS) are typically handled automatically by browsers, ensuring a smooth user experience.
Path: The path identifies the specific page location within your site after the domain name and subdirectories. It’s often called a URL slug and should include relevant keywords separated by hyphens. A simple URL structure with clear paths helps search engines better understand the content of a page.
Query: A query is a string of characters added to URLs after a question mark (?) to request specific information from the web server. Queries often include dynamic URL parameters used by website builders or news sites to display customized content based on user actions or searches.
Parameters: URL parameters are additional pieces of information within queries that modify or filter the content displayed on a particular page. While useful, dynamic URL parameters can sometimes cause duplicate content issues if not managed properly, potentially harming search engine optimization efforts.
Fragments: Fragments appear at the end of URLs after a hash (#) symbol, pointing directly to a specific section within the destination page. They help internet users quickly jump to relevant content sections without scrolling through long URLs or pages, enhancing the overall user experience.

Key Elements of an SEO-Friendly URL

Short and Simple URLs: Short and simple URLs are easier for internet users to read and understand quickly. Keeping your URL length concise helps search engine bots identify the content of a page. Short URLs also improve user experience, leading to higher click-through rates from search results and social media shares.
Keywords in URLs: Including relevant keywords in your page URL helps search engines understand exactly what your web page is about. Proper keyword research ensures you select descriptive words that match your content, boosting your search engine ranking. However, avoid keyword stuffing, as it can negatively affect your SEO efforts.
Use of Hyphens: Always use hyphens to separate words in your URL slug instead of underscores. Google’s John Mueller confirms that hyphens help search engine bots recognize individual descriptive words, making your URL structure clear and SEO-friendly. Hyphens also enhance readability for internet users.
Lowercase Letters: Using lowercase letters consistently in URLs prevents duplicate content issues caused by uppercase letters. Web servers often treat uppercase and lowercase letters differently, potentially creating multiple versions of the same specific page. Adopting lowercase letters is a best practice recommended by digital marketing experts to avoid confusion and ensure smooth indexing by search engines.

7 Types Of URLs and Their Impact On SEO

Static URLs: Static URLs are simple, fixed web addresses that don’t change based on user actions or URL parameters. They usually include descriptive words and relevant keywords separated by hyphens. Static URLs improve user experience, are easily readable by internet users, and help search engine bots quickly understand the content of a page, positively impacting your search engine ranking and link building efforts.
Dynamic URLs: Dynamic URLs contain dynamic URL parameters that change based on user interactions or database queries. They often include strings of characters like “?id=1234&category=5678,” making them less readable for users and search engine bots. If not optimized properly, dynamic URLs can lead to duplicate content issues, negatively affecting your search engine optimization efforts. However, when correctly managed with canonical URLs, they can still perform well.
Descriptive URLs: Descriptive URLs indicate the content of a page using relevant keywords and descriptive words. They enhance user experience by providing a clear idea of what users will find on the destination page. Descriptive URLs also attract higher click-through rates in search results and social media shares, which helps increase organic traffic and improve overall website traffic.
Non-Descriptive URLs: Non-descriptive URLs are unclear or generic addresses that don’t provide useful information about the content of a page (e.g., “example.com/page123”). These URLs negatively impact user experience as internet users can’t quickly understand what the web page is about. Non-descriptive URLs typically have lower click-through rates and are less effective for link building, potentially harming your site’s SEO performance.
HTTPS Vs. HTTP URLs: HTTPS (Hypertext Transfer Protocol Secure) provides a secure connection between the user’s browser and your web server using SSL certificates. Google prioritizes HTTPS websites over non-secure HTTP sites in search results, making HTTPS an important ranking factor. Switching from HTTP to HTTPS improves user trust, reduces bounce rates, and positively impacts your search engine ranking.
Canonical URLs: Canonical URLs indicate to search engines the preferred version of a particular page when multiple versions exist. They help prevent duplicate content issues by consolidating signals like backlinks into one authoritative URL. Proper use of canonical URLs saves crawl budget, ensures efficient indexing by search engine bots, and improves your website’s overall SEO performance.
URLs With Redirects: URLs with redirects send internet users from one URL to another automatically. A 301 redirect permanently moves users to a new URL while preserving SEO value from backlinks pointing to the old URL. Properly implemented redirects ensure link equity is transferred effectively, maintaining organic traffic levels after changes to your website structure or URL structure.

How To Create SEO-Friendly URLs (+ Examples)

Write For The User, Not For Google

Always prioritize creating URLs that are easy for internet users to read and understand. A clear and simple URL structure helps users quickly identify the content of a page and improves user experience.

For example, a URL like example.com/best-seo-tools is more user-friendly than example.com/page123.

Know What To Avoid

Avoid long URLs, uppercase letters, special characters, and unnecessary stop words (e.g., “and,” “the”).

These elements can confuse users and search engine bots while causing duplicate content issues. Stick to lowercase letters and eliminate any clutter to maintain a clean, SEO-friendly URL.

Include Relevant Keywords

Include relevant keywords into your URL slug to help search engines understand the content of your page.

For instance, example.com/seo-tips is better than example.com/page1. Keywords in URLs also improve click-through rates as they give users a clear idea of what the web page offers.

Use Hyphens To Separate Words

Use hyphens instead of underscores to separate words in your URL slug. Search engines treat hyphens as word separators, making it easier for bots to interpret the content of a page.

For example, example.com/seo-friendly-urls is more readable than example.com/seo_friendly_urls.

Keep It Concise

Shorter URLs are easier to read, share, and remember. Aim for URLs with fewer words while still being descriptive.

For example, example.com/seo-tips is better than example.com/how-to-optimize-seo-for-your-website. Keeping it concise also prevents truncation in search results.

Create Logical URL Paths

Organize your website into logical categories and subcategories within the URL structure. This helps search engine bots and users navigate your site easily while improving site hierarchy.

For instance, example.com/blog/seo-tips is more structured compared to example.com/12345.

Minimize Click Depth When Applicable

Reduce the number of clicks required to reach a specific page by keeping important pages closer to the root domain in your URL structure.

For example, use example.com/contact instead of example.com/about/team/contact. This improves user experience and helps search engines crawl your site efficiently.

Reflect Subfolder Categories in Your URL Structure

Default “Category” Subfolder: Using default subfolders like “category” helps organize content effectively without complicating the structure. For example, example.com/category/seo-tips provides clarity about the type of content within that subfolder.
Custom Category Subfolder: Custom subfolders allow you to tailor your URL structure for specific topics or audiences. For instance, example.com/blog/seo-strategies is a custom subfolder that reflects both the blog section and the topic being discussed, enhancing user experience and SEO relevance.

By following these practices, you can create SEO-friendly URLs that improve search engine ranking, enhance user experience, and drive more organic traffic to your website.

Common URL Mistakes To Avoid

Long ID Numbers

URLs with long ID numbers, such as example.com/blog/14316664, are harder for internet users to read and understand.

They lack descriptive words and relevant keywords, which are important for search engine optimization. While IDs may be necessary for database purposes, they can negatively impact user experience and reduce click-through rates from search results.

Non-ASCII Characters

Non-ASCII characters, such as symbols or letters outside the standard English alphabet, can cause issues with search engine bots and web browsers. These characters often require encoding into formats like Punycode, which complicates indexing and may lead to errors.

For example, URLs like example.com/منتجات can confuse users and harm your SEO strategy. Stick to ASCII characters to ensure better compatibility and user experience.

Words Joined Together

Joining words without separators in URLs, such as example.com/bluedress, makes them harder to read for both users and search engines. Search engines struggle to interpret the content of a page when words are jammed together.

Instead, use hyphens to separate descriptive words (e.g., example.com/blue-dress) for a simple URL structure that improves readability and ranking.

Underscores in URLs

Using underscores in URLs (e.g., example.com/summer_clothing) instead of hyphens can negatively impact SEO. Search engines treat underscores as connectors rather than separators, making it difficult to interpret individual words.

Hyphens (e.g., example.com/summer-clothing) are preferred because they separate words, improving both user experience and search engine ranking.

12 SEO Best Practices For URLs

Follow these 12 important SEO best practices to improve your URLs:

Follow A Good URL Structure: A well-organized URL structure helps search engine bots and internet users easily navigate your website. Use logical subdirectories to group related content, ensuring clear paths to each specific page. For example, example.com/blog/seo-tips is more effective than a cluttered URL like example.com/12345.
Use HTTPS Protocol: HTTPS (Hypertext Transfer Protocol Secure) ensures a secure connection between users and your web server, protecting sensitive data with SSL certificates. Google prioritizes HTTPS URLs in search results, making it a ranking factor that boosts website traffic and user trust.
Hide The WWW Prefix: Hiding the “www” prefix simplifies your URL, making it shorter and easier for users to remember. For example, example.com is cleaner than www.example.com. While both versions work, hiding “www” can enhance user experience and improve search engine optimization.
Edit The Page URL To Be Relevant: Ensure your page URLs include descriptive words that match the content of a page. For example, example.com/seo-tools is more relevant than example.com/page1. Editing URLs to reflect the content helps search engines understand the page better and improves click-through rates.
Keep It Short and Simple: Short URLs rank better in search results because they are easier for users to read and share. Avoid long strings of characters or unnecessary subfolders. For example, example.com/seo-guide is preferable over example.com/category/subcategory/seo-guide.
Use Meaningful Keywords: Including relevant keywords in your URL slug helps search engines understand the page’s topic and improves rankings for specific search queries. For instance, example.com/local-seo-tips is better than a generic URL like example.com/page123.
Use Hyphens To Separate Words: Hyphens are the preferred word separators in URLs because they make them easier to read for both users and search engine bots. For example, example.com/seo-friendly-urls is clearer than example.com/seofriendlyurls.
Eliminate Stop Words: Remove unnecessary stop words like “and,” “the,” or “is” unless they add clarity to the URL. For instance, example.com/hearing-loss-guide reads better than example.com/the-hearing-loss-guide. However, assess this on a case-by-case basis to avoid confusing users or altering the meaning of the URL.
Use Lowercase Letters: Always use lowercase letters in URLs to prevent duplicate content issues caused by case sensitivity on web servers. For example, example.com/seo-tips is treated differently from Example.com/SEO-Tips, which can harm your SEO performance.
Redirect Old URLs: When changing a URL structure, use 301 redirects to guide users and search engines from old URLs to new ones. Redirects preserve link equity and prevent broken links that could harm your search engine ranking or frustrate internet users.
Remove Dates From Blog Posts: Removing dates from blog post URLs makes the content appear timeless and evergreen, improving its relevance in search results over time. For example, example.com/seo-strategies is better than example.com/2023/03/seo-strategies, as dated URLs may discourage clicks.
Spell Out Numbers (Sometimes): When numbers are part of the content’s context (e.g., “210 freeway”), they can be included in the URL as-is (example.com/the210). However, for general readability or when numbers don’t add clarity, spelling them out (example.com/two-ten) might be a better choice for SEO-friendly URLs.

URL Best Practices Recommended By Google Executives

Category Structure: Hierarchical Vs. Flat

For larger websites, Google recommends using a hierarchical category structure. This approach organizes content into broad categories and subcategories, creating a clear pathway for search engine bots and internet users to navigate the site efficiently.

For example, a hierarchical structure might look like example.com/blog/seo-tips. It improves user experience and site crawlability, which boosts search engine rankings.

On the other hand, a flat site structure is better suited for smaller websites.

In this setup, all pages are directly linked to the homepage, making them accessible within one or two clicks. While flat structures simplify navigation, they may lack the depth needed for larger sites with diverse content.

Language in URL Slugs: English Vs. Other Languages

The choice of language in URL slugs depends on your audience and SEO goals. Using English slugs is ideal for websites targeting a global audience or primarily English-speaking users, as it makes URLs more accessible and understandable worldwide (e.g., example.com/seo-tips).

For local SEO or region-specific websites, using URL slugs in the local language can improve relevancy and user experience.

For example, example.com/de/seo-tipps would resonate better with German-speaking users searching in their native language.

Impact of Double Slashes in URLs

Double forward slashes in URLs typically occur due to coding errors in CMS systems or .htaccess files.

While technically not problematic according to Google’s guidelines, they can confuse users and web crawlers. The confusion caused by double slashes may indirectly affect usability and search engine ranking by reducing user engagement and crawl efficiency.

To address this issue, identify the root cause using tools like Screaming Frog or Google Search Console. Fixing coding errors ensures clean URLs that enhance user experience and improve website visibility in search results.

Google Revised URL Parameter Best Practice

Google recommends minimizing unnecessary URL parameters to avoid duplicate content issues and crawling inefficiencies.

For example, instead of example.com/page?id=123&category=seo, simplify the URL to example.com/seo-tips.

Using canonical tags is Google’s preferred solution for managing duplicate content caused by dynamic URL parameters. These tags signal to search engines which version of a page should be indexed.

Additionally, selectively blocking certain parameters using robots.txt can optimize crawl resources.

Configuring Google Search Console settings further refines how parameters are treated during crawling and indexing, ensuring better site performance and visibility in search results.

Great SEO URL Structure Examples

Zoom

Zoom’s URLs are a great example of simplicity and clarity.

For instance, a URL like https://zoom.us/meetings uses a short, descriptive path that clearly indicates the content of the page. This simple URL structure improves user experience by making it easy for internet users to understand what the page offers.

Additionally, Zoom avoids unnecessary parameters or long strings of characters, which ensures better indexing by search engine bots. The use of lowercase letters and relevant keywords like “meetings” helps boost its search engine ranking and makes the URL shareable on social media.

Norton

Norton excels at creating logical and SEO-friendly URLs.

For example, the URL https://ca.norton.com/blog/how-to/computer-maintenance is structured with clear subfolders like “blog” and “how-to,” which organize the content effectively. This logical categorization improves navigation for both users and search engines.

The inclusion of relevant keywords like “computer” and “maintenance” in the URL slug helps search engines understand the content of the page, enhancing its visibility in search results.

Norton also avoids clutter by keeping URLs concise and easy to read, making them ideal for link building and sharing.

Rainbow Restoration

Rainbow Restoration demonstrates how to create clean and hierarchical URLs.

An example like https://rainbowrestores.com/blog/category/fire-safety starts with “blog,” signaling that this is part of their blog section.

The subfolder “category” further organizes the content, while the slug “fire-safety” clearly describes the specific topic of the page. This structure provides context for both users and search engine bots, improving site navigation and SEO performance.

By using descriptive words and avoiding unnecessary elements, Rainbow Restoration ensures their URLs are user-friendly and optimized for organic traffic.

FAQ’s:

What Makes A URL Structure SEO-Friendly?

A URL structure is SEO-friendly when it is short, simple, and includes relevant keywords that describe the content of a page.

Using lowercase letters, hyphens to separate words, and avoiding unnecessary parameters ensures better readability for users and search engine bots. Logical paths and descriptive words improve user experience and help boost search engine ranking.

Why Are Hyphens Important In URLs?

Hyphens are important because they clearly separate words in a URL slug, making it easier for search engine bots to understand the content of a page. Unlike underscores, hyphens improve readability for internet users and help avoid confusion in search queries.

For example, example.com/seo-tips is more effective than example.com/seo_tips.

Should I Use Keywords In My URL?

Yes, using relevant keywords in your URL helps search engines understand the topic of your web page. Keywords improve your search engine ranking by signaling the content’s relevance to specific search queries.

However, avoid keyword stuffing as it can harm your SEO performance and user experience.

How Do Keywords In URLs Affect Search Rankings?

Keywords in URLs act as a ranking factor by making your page more relevant to specific search queries.

When users see descriptive words in a URL, they are more likely to click on it, increasing organic traffic. Properly placed keywords also help search engine bots index your page accurately.

Can Changing A URL Structure Harm Existing SEO Performance?

Yes, changing a URL structure without proper 301 redirects can harm SEO performance by breaking links and losing link equity.

Redirects ensure that users and search engine bots are guided from old URLs to new ones without losing ranking or website traffic. Always plan changes carefully to avoid duplicate content issues.

Should URLs Include Categories and Subcategories?

Including categories and subcategories in URLs is a good idea for organizing content logically.

For example, example.com/blog/seo-tips makes navigation easier for users and search engine bots. It improves user experience by providing a clear hierarchy while boosting local SEO for specific pages within your site structure.

Conclusion

Creating an SEO-friendly URL structure is essential for improving search engine rankings, enhancing user experience, and driving organic traffic.

A simple URL structure with descriptive words, relevant keywords, and logical paths helps search engine bots efficiently index your web pages while providing internet users with a clear idea of the content of a page.

Using lowercase letters, hyphens, and avoiding unnecessary parameters ensures readability and prevents duplicate content issues.

Implementing best practices like HTTPS protocol, short URLs, and proper redirects preserves link equity and boosts website traffic. Including categories and subcategories in your URL structure further organizes content for better navigation.

At VH-info, we emphasize the importance of optimizing URLs as part of effective digital marketing strategies to help SaaS businesses attract potential customers and increase organic traffic.