What Your URL Structure Needs to Be For the Best Search Rankings

SEO can be an awfully detailed and nit-picky science from time-to-time. If you have an anal-retentive SEO, hold onto them with all your might. Because, just a few letters can sometimes be the difference between ranking highly…or somewhere on the second page.

With your URLs, they have a specific science to follow. It’s not like you can do everything else with SEO wrong, have a strong URL, and rank anyway. But when you have a URL appropriately structured for SEO, it can be just the edge you need to move up a position or two…and snag a flood of traffic (versus just a drip).

So here’s what your SEO should make sure your URLs do:

  • Gotta Have Your Keywords

You can’t argue this one at all. No, you don’t need to spam the crap out of 3-7 different keyword phrases. In fact, you shouldn’t do that.

But the most important keywords to you for that page must appear in the URL somewhere. Besides sending a signal to Google, having the keywords in your URL also gives searchers another clue that your web page is in fact about the topic they just Googled. The URLs for each page show up in green just below the big blue title in search.

  • Your URLs Must Have a Logical Structure

Again, this one makes both Google and your users happy. Say you run an e-commerce site, with several product categories, and thousands of products.

Your structure should be something like http://www.example.com/category/sub-category/product/

Seems obvious, doesn’t it? What happens is that if you have multiple employees and several teams, sometimes this gets confused and out of order.

Or, if you’ve had multiple SEOs work on your website over the years, and their work gets combined with some of your own.

  • Make Your URL as Short as Possible

Shorter URLs are easier for Google and your users to understand. Leading blogs may have a URL like http://www.example.com/article-topic

Yep…just 2 words after the domain name.

You may or may not be able to do that at your site. But you should do it wherever possible.

You don’t have to be grammatically correct. Your URL just has to be simple for your users to understand. Because if they can get it, so can Google.

  • Avoid Dynamically Generated URLs

When was the last time you saw a URL like this:
http://www.example.com/products/?cid=7078ckuenkeulknn

Google has no problem evaluating this. But no user would ever search on that in Google. They might find that link through your site’s own internal search engine.

So, you need to create clean and optimized URLs to make them more commonly found in search…and to keep your searchers happy.

This can be quite a project if your website has thousands of such pages.

You can get tools that help you create sensible, optimized URLs.

So, that’s URL structure 101. If you don’t have URLs like these, you’re missing out on a strong opportunity to rank higher in search, get more organic traffic, and increase your sales.

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