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Step 2.23: URLs

Step 2.23: URLs

Basic Concepts | On-Page | URLs


Direct Ranking Factor: Medium

URLs should be short, descriptive and contain the target keyword.

These are a fundamental aspect of a page, they are its address, and as such they should be logical and consistent in structure. This does not refer to internal linking or canonicalization, those are largely affected by internal linking and canonical tags.

Keyword Usage

Where possible, keywords should be used within the URL. They can be used at any level after the TLD, for example:

Using keywords within the URL will assist in ranking for those keywords, even if considered an indirect ranking factor; the keyword appears in the within the SERPs and can be bolded by Google, this can enhance CTR and hence drive rankings.

This also makes for a more useful URL for users, compared to a random alphanumeric string of characters or poor file names like ‘page-1’ for example.

URL Guidelines

Guidelines for creating URLs are as follows:

  • Be logical with URLs (do not incorrectly indicate content with your URLs)
  • Be consistent
  • Use words not random character strings
  • Be in-line with the site structure & hierarchy
  • Use keywords
  • Keep URLs as short as possible
  • Use hyphens to separate words (do not use any other means)
  • Avoid having more than 2 sub-directories in a URL


< Previous Step 2.22: Sitemaps

Next Step 2.24: Off-Page SEO >



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