Think of the internet as a massive city, and URLs are the street signs. They guide both the visitors and the big-shot search engines to the specific piece of content they’re looking for.

But here’s the catch – not all URLs are born equal. Some are like bright neon signs on a bustling city street, while others are more like faded billboards on a deserted highway.

A well-structured URL can be the difference between a website buzzing with traffic and a digital ghost town. Plus, a neatly organised URL can give your site a leg up in the search engine rankings.

So, buckle up! We’re about to take a deep dive into the nitty-gritty of URL structuring. We’ll explore savvy tactics, next-level strategies, and the huge role optimised URL structures play in boosting your SEO rankings.

Together, we’re going to turn your URLs from drab to fab, attracting more visitors, climbing the search engine ladder, and driving your digital success.

What is URL Structure?

A URL (Uniform Resource Locator) is a web address that directs to a specific file on the internet. It serves as the mechanism for browsers to retrieve any published resource on the web.

Comprising various elements, both mandatory and optional, a URL’s key components include the scheme or protocol, domain name, and path. The scheme denotes the network communication protocol employed, such as HTTP or HTTPS.

The domain name represents the website’s address, while the path indicates the precise file or resource on the site. Additional optional parts of a URL consist of subdomains, top-level domains, subdirectories, parameters, ports, queries, and fragments.

Website owners have the flexibility to modify URLs to enhance user experience and optimise their website’s performance in search engine rankings (SEO).

Importance of URL Structure in SEO

How URL structure affects search engine ranking

URL structure plays a significant role in search engine ranking, impacting SEO success in various ways. When determining the relevance of a particular page or resource to a search query, search engines consider URLs as a minor ranking factor (123).

Well-crafted URLs can enhance SEO efforts in three key areas: improved user experience, higher rankings, and increased click-through rates (3).

By providing both humans and search engines with a clear indication of the destination page’s topic, well-structured URLs facilitate understanding (2). Furthermore, URLs serve as building blocks for effective site hierarchies, passing equity through the domain and guiding users to their desired destinations (4).

To optimise URLs for SEO, they should be concise, relevant, and rich in content, incorporating target queries (45).

Shorter URLs are generally preferred, and the inclusion of keywords in the URL can prominently influence search results, impacting users’ site selection (5). 

The user experience and URL structure

Additionally, a straightforward and intuitive URL structure enhances the user experience. When your audience can easily comprehend a URL, they’re more likely to click on it, share it, or revisit it, ultimately boosting your click-through rate and SEO.

Components of an SEO-friendly URL

Use of keywords

Keywords play a significant role in URL structure. Including relevant search terms in your URLs can help both search engines and users understand the content of the page.

Role of trailing slash

A trailing slash at the end of a URL can indicate a directory on the website. While it doesn’t directly impact SEO, maintaining consistency in its use is essential for optimal website organisation.

Importance of HTTPS

HTTPS (Hyper Text Transfer Protocol Secure) is a highly secure version of HTTP (Hyper Text Transfer Protocol) that employs data encryption, making it significantly more challenging for hackers to intercept and pilfer sensitive information.

Its importance becomes particularly evident when users transmit data of a sensitive nature, such as logging into a bank account, email service, or health insurance provider (1).

The adoption of HTTPS holds immense value as it safeguards all communication and customer data, while also lending credibility to websites that implement it.

The utilisation of HTTPS can be verified, which is especially reassuring for e-commerce sites, instilling a sense of safety and security among customers (2). Moreover, HTTPS enhances privacy during regular web browsing.

For instance, Google’s search engine now defaults to HTTPS connections, preventing others from discerning your search queries on Google.com.

The same applies to websites like Wikipedia and various others (3). Notably, the US government has introduced the HTTPS-Only Standard, which mandates that all publicly accessible federal websites and web services must adhere to HTTPS (4).

Considering URL hierarchy

A logical URL hierarchy, mirroring your website’s organisation, can positively influence user navigation and search engine understanding, further boosting your SEO.

Avoiding stop words

Stop words are insignificant common words that are typically filtered out before or after processing natural language data.

Their purpose is to save space and time during the crawling or indexing process of search engines when dealing with large datasets.

Examples of stop words include short function words like “the,” “is,” “at,” “which,” and “on.” However, removing stop words can pose challenges when searching for phrases that incorporate them, especially in names like “The Who,” “The The,” or “Take That.”

Some search engines opt to remove certain common words, including lexical words like “want,” from queries to enhance performance.

The role of stop words in SEO best practices has evolved over time. In tasks related to Natural Language Understanding, such as sentiment analysis, semantic parsing, or spam filtering, it is common practice to remove stop words to improve accuracy and efficiency.

Handling redirections

Proper handling of redirections ensures users and search engines aren’t met with broken links, enhancing user experience, and SEO.

Creating numbered URLs

Numbered URLs, while not always possible, can improve URL readability and structure when effectively used.

Optimising blog post URLs

Optimising blog post URLs is an important step in improving your website’s SEO.

Here are some steps to follow:

  1. Target a topic with search traffic potential.
  2. Align your blog post with search intent.
  3. Cover important subtopics searchers want to see.
  4. Do keyword research.
  5. Optimise your URL.
  6. Use a descriptive and concise URL that includes your target keyword.
  7. Avoid using stop words and unnecessary words in your URL.
  8. Use hyphens to separate words in your URL.
  9. Keep your URL short and sweet.
  10. Make sure your URL is readable and easy to understand.
  11. Use canonical tags to avoid duplicate content issues.

By following these steps, you can optimise your blog post URLs and improve your website’s SEO.

Use of keywordsIncluding relevant search terms in your URLs can help both search engines and users understand the content of the page.
Role of trailing slashA trailing slash at the end of a URL can indicate a directory on the website. While it doesn’t directly impact SEO, maintaining consistency in its use is essential for optimal website organisation.
Importance of HTTPSHTTPS (Hyper Text Transfer Protocol Secure) ensures secure data transfer, protecting sensitive information. Its adoption enhances website credibility and user trust.
URL hierarchyA logical URL hierarchy, mirroring your website’s organisation, can positively influence user navigation and search engine understanding, further boosting your SEO.
Avoiding stop wordsStop words are common, insignificant words that are typically removed from URLs to save space and enhance search engine processing. However, their removal can sometimes impact search accuracy.
Handling redirectionsProper handling of URL redirections ensures users and search engines aren’t met with broken links, enhancing user experience and SEO.
Numbered URLsNumbered URLs can improve URL readability and structure when used effectively.
Optimising blog post URLsOptimising blog post URLs is crucial for SEO. Steps include targeting topics with search traffic potential, aligning with search intent, covering subtopics, conducting keyword research, and using descriptive and concise URLs.
This table provides a clear overview of the different components involved in creating an SEO-friendly URL structure.

Practical steps to optimise URL structure

To optimise URL structure, ensure you’re using relevant keywords, maintain a standard structure that reflects your website hierarchy, keep URLs shorter, and user-friendly. Regularly check the competition and use a keyword tool like Google AdWords Keyword Planner or SemRush. Also, consider improving your website’s loading speed as it can directly influence your Google rankings.

Use relevant keywordsIncorporate relevant keywords in your URLs to improve visibility and convey relevancy.
Maintain a standard structureKeep a consistent structure that reflects your website hierarchy, making it easier for users and search engines to navigate.
Keep URLs shorter and user-friendlyShorter URLs are generally preferred as they are easier to read and share. Make them descriptive and relevant to the content they represent.
Regularly check competitionMonitor your competition and analyse their URL structures to identify potential areas for improvement.
Conduct keyword researchUse tools like Google AdWords Keyword Planner or SemRush to perform keyword research and identify relevant search terms to incorporate into your URLs.
Improve website loading speedA fast-loading website can positively impact your Google rankings, so optimiseyour website’s loading speed to enhance user experience and SEO performance.
This table provides a concise and organised overview of the practical steps involved in Optimising URL structure.


In the end, the structure of your URLs can significantly impact your SEO efforts. By incorporating these strategies, you can create more SEO-friendly, user-friendly URLs that can potentially drive more traffic to your site and improve your overall search engine ranking.

For professional on-page SEO services tailored for small businesses, you can explore the offerings provided by Xen Media Marketing.

We specialise in helping small businesses optimize their on-page SEO strategies to drive organic growth and improve search engine rankings.

Frequently Asked Questions (FAQs)

How to optimise URLs for local SEO?

To optimise URLs for local SEO, it’s crucial to incorporate relevant keywords in each page’s URL. This enhances visibility and communicates relevancy. Optimising a business’s Google My Business profile and building “NAP” citations are also significant. Changes to the content of a page can help it rank higher on organic search results. Keeping URLs short and static, and using folders to organise content, can enhance user experience and make URLs more accessible to search engine crawlers.

What is the impact of URL structure on mobile SEO?

The impact of URL structure on mobile SEO can be significant. While URLs may not have a direct impact on a page’s ranking, they influence mobile SEO in several ways. A well-crafted URL can give both humans and search engines an easy-to-understand hint of what the destination page will be about, improving user experience. URLs also contribute to an effective site hierarchy, directing users to their desired destinations. Google suggests that URLs should be designed for users, so keeping URLs definitive but concise, easy to read, and content-rich is important. Shorter URLs are generally preferable, and research shows that social sharing with shorter URLs that clearly communicate the site and content perform better than non-branded shorteners or long, unclear URL strings.

How to measure the effectiveness of URL optimisation on SEO rankings?

Measuring the effectiveness of URL optimisation on SEO rankings can be achieved through several methods. Using tools like Google’s URL Inspection tool can help you understand how Google sees and renders your content, and identify and fix indexing issues. Tracking metrics such as rankings, conversions, and lost links can also prove the value of SEO. Conducting a keyword gap analysis can help you understand your keyword performance and discover new relevant searches. Ensuring your on-site optimisations are up-to-date, prioritising effectively, and measuring the right metrics are also important. Lastly, testing and iterating with new types of optimisation tactics can challenge SEO norms and improve your SEO strategy.

About the Author

Des Dreckett

Des Dreckett is the eCommerce and growth Marketing Director of XenMediamarketing.co.uk: a writer, blogger and a paid media specialist.

Writing content to help you grow and build your business.

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