Have you ever wondered why some websites consistently rank higher than yours despite having similar content?
When it comes to search engine optimisation, we often focus on the obvious elements like keywords, content quality, and backlinks. However, one crucial yet frequently overlooked aspect is URL structure. In my years of optimising websites, I've discovered that SEO-friendly URLs can significantly impact your search visibility, user experience, and conversion rates.
In this comprehensive guide, I'll walk you through everything you need to know about creating URLs that both search engines and users love. From understanding the basics to implementing advanced strategies, you'll learn how to transform your website's URLs into powerful SEO assets.
A Uniform Resource Locator (URL) serves as the web address for your content. Think of it as both a digital address and a first impression. When properly optimised, URLs contribute to your overall SEO strategy in several crucial ways:
| URL Element | SEO Impact | User Impact |
|---|---|---|
| Structure | Helps search engines understand site hierarchy | Provides navigational context |
| Keywords | Signals content relevance to search algorithms | Improves recognition of page content |
| Readability | Increases likelihood of earning backlinks | Enhances shareability and brand recognition |
| Length | Shorter URLs typically rank better | Easier to remember and type |
According to a Backlinko study, URLs that contain a keyword rank higher in Google search results compared to those without. Moreover, while URLs are no longer heavily weighted ranking factors as they were in the early days of SEO, they still play a significant role in the overall search engine understanding of your content.
What exactly makes a URL "SEO-friendly"? Based on my experience and current best practices, here are the essential characteristics:
Your URL should clearly describe the page content. For example:
Good: example.com/womens-running-shoes
Poor: example.com/p123
Include your primary keyword naturally, but avoid keyword stuffing:
Good: example.com/beginner-yoga-poses
Poor: example.com/yoga-poses-yoga-beginners-yoga-tutorial-yoga-tips
Keep URLs as short as possible while maintaining clarity:
Good: example.com/bluetooth-headphones
Poor: example.com/audio-listening-devices-wireless-bluetooth-technology-headphones-reviews
Use hyphens to separate words, lowercase letters, and avoid special characters:
Good: example.com/digital-marketing-tips
Poor: example.com/Digital_Marketing%20Tips
Follow a logical hierarchy that helps users and search engines understand the site organisation:
Good: example.com/electronics/smartphones/iphone-13
Poor: example.com/iphone-13-page
Now that we understand what makes URLs SEO-friendly, let's explore the best practices for implementing them:
Secure sites are preferred by both users and search engines. According to Google's official statement, HTTPS is a ranking signal. Ensure your website uses SSL encryption.
Place your primary keyword near the beginning of the URL, as this gives more weight to those terms.
Articles and prepositions like "a," "an," "the," "for," and "in" rarely add value to URLs and can be removed.
Hyphens (-) are the standard separator for words in URLs. Avoid underscores (_), spaces, or other characters.
Consistency helps both users and search engines understand your site organisation. For example:
Blog posts: example.com/blog/post-title
Product categories: example.com/category-name
Product pages: example.com/category-name/product-name
URLs with numerous parameters (like ?id=123&category=456) are less user-friendly and can cause crawling issues.
Even experienced webmasters sometimes make these common URL mistakes that can harm SEO performance:
| Mistake | Why It's Problematic | Better Alternative |
|---|---|---|
| Using session IDs in URLs | Creates duplicate content issues | Use cookies for session tracking |
| Dynamic URLs with unnecessary parameters | Harder to crawl and understand | Use URL rewriting for clean, static-looking URLs |
| Keyword stuffing | Appears manipulative to search engines | Include only the most relevant keywords |
| Using uppercase letters | Can create duplicate content issues (example.com/Page and example.com/page may be treated as different pages) | Use lowercase consistently |
| Multiple URLs for the same content | Dilutes ranking potential and creates duplicate content | Implement canonical tags and 301 redirects |
One particularly damaging mistake I've seen is changing URL structures without implementing proper redirects. This can lead to significant traffic loss as search engines need time to reindex the new URLs, and any existing backlinks will point to non-existent pages.
Different content management systems (CMS) and e-commerce platforms have varying capabilities for URL customisation. Here's how to implement SEO-friendly URLs on popular platforms:
WordPress makes it relatively easy to create SEO-friendly URLs:
Shopify automatically creates clean URLs, but you can optimise them further:
Magento offers extensive URL configuration options:
For custom websites, consider these implementation approaches:
If you need to change your URL structure, follow these steps to minimise SEO impact:
Create a complete mapping of old URLs to new URLs before making any changes.
Set up permanent (301) redirects from old URLs to their corresponding new destinations. This passes approximately 90-99% of the ranking power to the new URL.
Update all internal links to point directly to the new URLs rather than relying on redirects.
Create and submit a new XML sitemap with your updated URLs through Google Search Console.
Carefully monitor your Google Search Console for crawl errors and fix any issues promptly.
A proper URL migration might look like this:
| Old URL | New URL | Action |
|---|---|---|
| example.com/products.php?id=123 | example.com/blue-wireless-headphones | 301 Redirect |
| example.com/category?id=456 | example.com/audio-equipment | 301 Redirect |
| example.com/blog_post_title_2020 | example.com/blog/post-title | 301 Redirect |
A mid-sized online retailer I worked with was using product IDs in their URLs (example.com/product?id=12345). After implementing keyword-rich, hierarchical URLs (example.com/kitchen/appliances/stainless-steel-toaster), they saw the following results:
A popular blog was using dates in their URL structure (example.com/2021/05/post-title). After migrating to a cleaner structure (example.com/blog/post-title), they experienced:
A global company improved their international URL structure by moving from subdirectories (example.com/uk/, example.com/fr/) to proper language tagging with hreflang and consistent URL patterns. Results included:
How do you know if your URL optimisation efforts are paying off? Here are key metrics to track:
Use tools like Google Search Console, Google Analytics, and dedicated SEO platforms such as SEMrush or Ahrefs to track these metrics effectively.
For those in highly competitive industries, these advanced URL strategies can give you an edge:
The newer HTTP/2 protocol improves loading speeds, which indirectly benefits SEO. Ensure your server supports this alongside your HTTPS URLs.
Implement breadcrumb schema markup that aligns with your URL structure to enhance search result appearances.
For e-commerce sites with faceted navigation, develop a sophisticated canonicalisation strategy that preserves ranking power on the most important pages.
For international sites, implement hreflang tags correctly and choose between subdirectories, subdomains, or ccTLDs based on your specific market strategy.
| Approach | Example | Best For |
|---|---|---|
| Subdirectories | example.com/uk/, example.com/fr/ | Easier management, strong domain authority |
| Subdomains | uk.example.com, fr.example.com | Distinct content separation |
| ccTLDs | example.co.uk, example.fr | Maximum local relevance, independent websites |
SEO-friendly URLs are an essential component of a comprehensive SEO strategy. While they may not be the most powerful ranking factor in isolation, they contribute significantly to your site's overall search engine visibility and user experience.
To recap the key points:
I recommend starting with an audit of your current URL structure to identify opportunities for improvement. Prioritise high-value pages first, and develop a systematic approach to URL optimisation across your entire site.
Remember that URL optimisation works best as part of a holistic SEO strategy that includes quality content, technical excellence, and authoritative backlinks. By giving proper attention to your URLs, you're building a solid foundation for all your other SEO efforts.
This article was written by Gaz Hall, a UK based SEO Consultant on 21st May 2025. Gaz has over 25 years experience working on SEO projects large and small, locally and globally across a range of sectors. If you need any SEO advice or would like me to look at your next project then get in touch to arrange a free consultation.
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