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How To Leverage The Power Of URL Structure For SEO?

November 1, 2019

Last Updated on - November 1, 2019  

minutes read

url structure for seo

Surely, you don’t need one more SEO problem to worry about. Particularly when your websites already have hundreds of URLs.

What if someone from Google called you and told you how your websites will benefit only if you would leverage the power of SEO friendly URL structure! I’m sure that will get your attention.

Here’s Google’s word on the importance of URL structure for SEO (yes, they’re not just addresses to web destinations, they ‘tell’ search engines a lot more).

search engines and URL

How Important is URL Structure for SEO?

Like any other ranking factor, URL structure will not change your SEO results on its own.

That said, it has its place in your wholesome SEO strategy. Give it its due important, and your websites will do better than equally good competitors who are still too lazy to work on URL structure for SEO.

Let’s tell you everything you need to know to optimize your websites’ URL structure such that they send the right signals to Google.

Better URLs = Better User Experience

A well thought out and optimized URL offers a better search experience to the end user, and empowers search engine bots to understand the ‘relevance’ and ‘context’ of the webpage.

Here’s an example of a URL that tells you (and the search engine) what you may expect on the webpage. Also note the close match between the title of the page and URL.

better URLs

Such semantically accurate URLs enhance user experience, as they either inform, or re-enforce a promise related to the ‘experience’ that awaits the reader when they click on the page link.

Note: Increasingly, Google is replacing URLs in search results with breadcrumb displays. This indicates how the search engine believes that the “URL area” is a contributor to the web user’s search experience.


This also gives a bird’s eye view of the navigation structure of the website to the user.

The net result – superlative user experience, and that’s what Google wants you to help it with.

The Most Important Step – Use Your Primary Keyword in the URL!

A no-brainer, you’d think. Go ahead, do some Google searches, and see how messy URLs can appear, with seemingly no relation to their content!

Don’t make that mistake.

Matt Cutts has remarked on the relevance of keyword in URL, and how it helps Google’s search algorithm relate the information to the title.

How Long Should The URLs Be?

Here’s an example URL structure.

URL Structure
url structure requirements

The right question, then, should be – how long should the “page” part of the URL be?

Let’s answer it 3 ways.

The Google answer

The answer – 4-5 words long. Or, if your keyword is 3 words long, then keep the URL page length also at 3 words (because it will be an exact match).

Again, here is Matt Cutts’ advice on the subject.

matt cutts advice on URL Structure

The Quicksprout study

And it seems all the ‘good guys’ are following this, as proven by a Quicksprout research.

quicksprout case study

The observation is that top rankers average between 35 and 40 characters for their URLs.

That doesn’t mean that longer URLs are a bad thing. It’s just that the algorithm is going to ignore most of the tralining words, and if your keywords are planted in the latter half, the bot may ignore that. And this can’t be good for your SEO.

The Backlinko study

In a research conducted to understand ranking factors, Backlink’s researchers found clear correlation between short URLs and high ranks.

backlinko study

Which word separator should you use in the URL?

Hyphens? Underscores? Spaces? Any other character? Does it matter?

Yes, it matters. And thankfully, there’s no guesswork here, as Google itself recommends that you use hyphens to separate words.

url structure google recommendation

And it’s easy to understand why. Spaces waste useful characters, and underscores aren’t as intuitive as a hyphen. Eventually, it boils down to what makes most universal sense, and Google thinks it’s hyphens. So should you.

Don’t Include Dates in Your URLs

Why? You ask?

Well, there are two reasons.

  1. When you add a data, let’s say, 18/9/2019 in the URL, that’s 9 characters used up (almost 25% if we go by the ideal character count of 35 to 40 characters). Why waste an opportunity to tell the reader and the search engines what the page is about, wasting it on numbers?
  2. Updating the web page won’t create the same impression anymore. Content updates are a key SEO strategy, particularly when you have some superstar pages ranking high already.

Imagine, now, the impression a web searcher will get if the URL reads something like www.examplewebsite.com/category/1-1-2017/marketing-trends while you’ve actually updated it with the trends for 2019 and 2020!

Plan Your Website’s Navigation Structure

The navigation structure of the website is closely tied to the URL structure. And I also mentioned how Google is replacing URLs with breadcrumbs.

Let’s take this example.

navigation structure

Consider how the URL helps Google showcase the breadcrumbs ‘Blog’ and ‘Social Media’ alongside the page title.

For a web user interested in social media marketing in general, this tells him/her that this blog has a lot more content related to ‘social media’ and not only about ‘growth marketing via giveaways’.

While it’s difficult to quantify, this has a positive influence on organic traffic. And it’s all tied to the core principle of ‘making search highly relevant and contextual’.

A Word on Dynamic URLs

The golden rule to follow is – nothing dynamic.

You have more to lose than gain. Here’s how

  • They make the URL longer than it should be. Consider something like:
  • Google may falsely believe you’re copying content, if different versions of the same URL get indexed.
  • In general, dynamic URLs appear messy and fishy to a web user

Before We End; A No-Brainer

Now here’s a no-brainer. However, it’s so important I can’t resist underscoring it.


That it’s a ranking signal, as confirmed by Google, should be reason enough for you to upgrade your website to HTTPS (which naturally reflects on the URLs too).

Parting Thoughts

While revamping your website’s URL structure may not be a very stimulating proposition, the first step is to acknowledge that it’s important.

It’s going to be easier in the long run if you can, for all your new webpages, adopt these guidelines.

Also, plan out a timeline over which you will optimize the URL structure of your website, prioritizing pages that may be able to edge past competitors because of their better URL structure.

Author Bio


Vishal Vivek is an eminent Indian serial entrepreneur. Despite having to shoulder huge family responsibilities at a tender age, lack of proper training, and a dearth of resources and funding, he started SEO Corporation and scaled it up to a well-known SEO Company with sheer will power and integrity of character. In the uncertain world of search engine optimization, he is one of the few experts who gives guarantees and honors them.

The Times Group recognized him as a legendary entrepreneur and published his biography in the book  I Did IT (Vol 2) when he was just 30!

About the author

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  • Having your keyword in the URL structure greatly helps in improvising SEO of your webpage but you should be very thoughtful about how you enter your keyword because Google currently also looks for meaning and structure.

    • Yeah, Completely agree. Writing a powerful headline is the first thing and then using that headline to design your url structure can tremendously help in SEO.

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