Choosing the right URL structure is all about user experience – the fundamental goal of every element of SEO.
The best approach for URL structures is always the simplest:
- Logical architecture, so the page hierarchy is obvious.
- Easy to read formats, with keywords to match your on-page SEO.
- Clear, descriptive words with zero fluff.
As a rule of thumb, the shorter and snappier your URL, the better.
So, how does that tie into your SEO strategy, and how can you structure your URLs so that you’ll keep search engine bots and customers equally happy?
Fortunately, those needs align quite nicely.
Let’s run through some golden rules of technical SEO so you can confidently create a winning URL structure.
1. Handling Dynamic URLs
Dynamic URLs are common in e-commerce websites and other large platforms, where URL parameters like “?id=123” or “?category=shoes” are used. While these URLs are functional, they are not user-friendly or SEO-optimized. In this section, explain:
- Why static URLs are better for SEO than dynamic ones.
- How URL parameters can confuse users and search engines.
- Techniques to rewrite dynamic URLs into clean, static URLs (e.g., using mod_rewrite in Apache or URL routing in modern frameworks).
2. Canonicalization and Avoiding Duplicate URLs
Even a well-structured website can run into issues with duplicate content if it serves the same page on multiple URLs (e.g., with or without a trailing slash). This section could cover:
- The importance of using canonical tags to tell search engines the preferred URL.
- How to handle issues like trailing slashes, URL parameters, and HTTP/HTTPS versions of the same page.
- Setting up 301 redirects to eliminate duplicate URLs and enhance user experience and SEO rankings.
3. Subdomains vs. Subdirectories
Webmasters often struggle with the decision to use subdomains or subdirectories for different sections of a website. This section could provide clarity on:
- The pros and cons of using subdomains (e.g., blog.example.com) versus subdirectories (e.g., example.com/blog).
- Which option works best for different business models (e.g., large e-commerce stores vs. smaller personal websites).
- Impact on SEO and why search engines sometimes treat subdomains as separate websites.
4. Optimizing URLs for Mobile Devices
With mobile-first indexing becoming a priority for Google, it’s crucial to consider how URLs function on mobile devices. In this section, address:
- How to ensure that URLs work seamlessly across different screen sizes and devices.
- The importance of responsive design and how URL structure plays a role.
- AMP (Accelerated Mobile Pages) and how to create mobile-friendly URLs for faster load times and improved search rankings.
5. Internationalization and URL Structures for Global SEO
For websites targeting users in multiple countries or languages, a well-structured URL is key to effective international SEO. In this section, explore:
- The use of country code top-level domains (ccTLDs), subdirectories (e.g., /fr/, /de/), or subdomains (fr.example.com) for different languages or regions.
- The importance of hreflang tags to specify the language and region for search engines.
- Avoiding common pitfalls like keyword duplication in international URLs or using automated translation that impacts SEO negatively.
6. Avoiding Underscores in URLs
In this section, delve into why underscores (_) in URLs are not recommended:
- Google treats underscores as connectors rather than separators, meaning keywords connected by underscores are not viewed as separate by search engines.
- Why hyphens (-) are a much better choice, as they are more readable and treated as separators by Google.
7. URL Structure and Site Speed
Although URLs alone don’t directly influence site speed, they do play a role in how search engines and browsers handle caching and loading times. This section could include:
- Why shorter, cleaner URLs may result in faster load times, especially for users on slow connections.
- The impact of excessive URL parameters on page speed and how to optimize these for faster performance.
8. Best Practices for Redirects and URL Changes
Changing URLs can negatively impact your SEO unless done correctly. In this section, provide actionable advice on:
- The importance of using 301 redirects when changing URLs to pass SEO value from the old page to the new one.
- Why it’s critical to update internal links when URLs are modified.
- How to avoid creating redirect chains, which can slow down your site and confuse search engines.
9. Using Breadcrumbs for Better URL Navigation
Breadcrumbs not only enhance the user experience but also provide additional context for search engines. This section could explain:
- What breadcrumbs are and how they work in relation to URL structure.
- How using breadcrumbs can enhance navigation and internal linking, while making your URLs more readable and relevant to search engines.
- Implementing breadcrumb schema markup for SEO.
10. Measuring the Impact of URL Optimization on SEO
Once you’ve optimized your URLs, it’s essential to monitor and measure their impact. This section could focus on:
- Tools like Google Search Console and Google Analytics that can help track changes in ranking, traffic, and click-through rates after a URL restructuring.
- Key performance indicators (KPIs) to watch, such as bounce rate, average session duration, and conversion rates.
- Conducting A/B testing for URL changes to determine their effect on SEO and user behavior.
There are many guides available online for learning exactly what is technical SEO, and starting with clean URLs can set you up for success. URLs don’t have to be complicated. Make it simple, and you’ll keep the Google bots, and your customers, satisfied that they’re in the right place.
Conclusion:
Simple URL Structure for Long-Term SEO Success
Wrap up by reinforcing the idea that simplicity is key. A concise, well-organized URL structure is fundamental for both SEO and user experience. Mention how following these best practices sets a strong foundation for your website’s long-term success in search rankings.
