SEO URL Structure 2019 – How To Write Friendly URLs

By | December 14, 2019

Darren Taylor: In
this video, we are going to discuss the structure of your URLs and the importance of
optimizing this when it comes to SEO. The structure of your URL can
be a really important ranking factor, and it’s something
you need to take care of. There are a lot of things, within
your control, that you can do to make sure you get the best
results for ranking your website. I’m going to discuss this,
and more, coming up. [music] Hey, guys. Darren Taylor
of, here, and my job is to teach you all about
search engine marketing. If that’s up your street, you should
consider subscribing to my channel. In this video, we are
looking at the structure of URLs and what they mean
when it comes to SEO. First off, what is a URL,
and what is the structure of a URL, and why is
it important for SEO? A URL is your universal
resource locator, your website address, and all the other pages
off the back of that as well. If your website was, if you had a page about milk, it’ll
be This is your web URL. You’ll have a URL for every page
on your website, and also at the very high level of your
homepage of your website, too. How does this relate to SEO? Let’s break down a few
factors and ways to optimize your URL, and what the right
structure is for SEO. The first thing you can do to
optimize your URL structure is to include your target
keywords in your URL. If you’re trying to rank
for selling men’s black shoes, then having a
page with that URL for that particular elements
or products you sell, is really going to help
optimize that page. You’d have, for example, This will really help
rank your website, and more importantly, it
gives the user a good indication that they’re
going to the right place, if they were to
see that website URL. This is one of the most important
ranking factors when it comes to SEO. If Google can’t see
the subject matter within your URL, and
another competitor has the subject matter in their URL,
you’re at a distinct disadvantage. Now, of course, it’s
not the only factor, but you should be doing everything within your power you
can, to optimize your keywords and your website. This is an important factor. Another important thing, and
this depends on how your website works, is to avoid
using dynamic parameters. Now, what do I mean by
dynamic parameters? A dynamic parameter is something
you see in a URL when there’s an instruction on your website to dynamically serve
content via the URL. What often happens is,
you might see a URL with a question mark, or an
equal sign, and then numbers, or things like
that, which directs the website browser to go
to that particular element. This is something that you should
avoid at all costs, because dynamic parameters cause an issue
when optimizing your keywords. Dynamic parameters,
within themselves, aren’t the biggest
issue you’re going to worry about, and
where you can resolve it, you should resolve the issue. The only negative, in reality, from having dynamic parameters
within your URL is that your URL will
typically be longer, and the shorter your URL the better. In fact, I made a video
about this recently, and you can find that in
the description below. The shorter your URL, the
more useful it is to humans, and also the more information you
can convey to Google as well. This becomes quite important. The next thing to consider
is that you should also avoid using what are
known as stop words. A stop word is a word within a URL
that breaks up your keywords. A lot of the time, you have a keyword
and it doesn’t include a stop word. If I were to type in something
like, Dentists in London, “in” would be the stop word, “Dentists
London” would be the keyword. In your URL, you should
go with dentists-london as opposed to dentists-in-london. That’s the way a stop word works. You should get rid of
stop words, focus on the keywords within your
URL, because the stop word is going to add extra
information, and it will give your relevancy a bit
of a downturn as well. Make sure you avoid using
stop words where you can. The next thing you should
try to do is limit the number of folders and the
hierarchy of your website. Limit that down as low as
you can where necessary. What do I mean by that? What I mean is that, every single
time you have a forward slash in a URL, you’re going down a level
in your website’s hierarchy. You might have
es/black-shoes/brogues. These are all levels going
down in your website. The more of you have,
the less important your URL becomes, the longer it becomes, the less interpretable by humans it is as well
as search engines. This will really help you cut
down on your length if you limit the number of hierarchies
within your website, or change the structure of your URLs to
make sure that you keep them shorts but also provide the
user with enough information. Maybe you don’t need that many
hierarchies, you can bring things up in the level of the hierarchy, and
reduce the number of times you go into subfolders, because the more
subfolders and the further down the hierarchy you get, the less
importance Google gives the page. If you have one page,
as a competitor, that you’re going up against on the search results, who
has only one hierarchy down in their website, for example,,
and you have
ck/brogues-black-brogues, the competitor website
has a better chance than you at ranking
based on the URL. These factors become
quite important. Give your website and your URLs a
bit more importance by not pushing key pages far down in your hierarchy
and going deep into subfolders. You also need to look at
your case sensitivity. When I say case sensitivity,
it means that all of your URLs should, generally
speaking, go all to lowercase. Every now and again, there
are URLs where there’s some uppercase words and lowercase
words within the page. Now, in some areas, this
can cause issues, because if somebody goes into
their browser and types your URL in but doesn’t
have the right casing of their word, so they might
go with a lowercase when your URL has an upper
case, and it’s designated as an uppercase, they may
be faced with an error page because the website
can’t be found because they haven’t done the right
casing on their letters. This becomes a problem. If you do find that
you have pages with lowercase and uppercase
and it does go to a 404 error when you
put in the wrong case sensitivity, you need
to resolve this. Generally speaking, go
with the lower case where you can, because that’s the
default way people put URLs into browsers, and
it’s a good way to make your URL structure clear
and consistent as well. Another thing to note is,
when separating the keywords or the words within your URL, the
best way to do this is with a hyphen. Now, a lot of people
sometimes run words into each other, they might use
a different number of characters to separate
their words, but typically speaking, a hyphen is the
best way to do this. It’s why most CMSs and content
management systems actually use this as the default, when
you start typing in your title, and you hit Save on the
page when it produces the URL, typically, all the words will
be separated with a hyphen. This is best practice. It makes it easily-readable
for the user, and it also allows you to separate your keywords out, as
opposed to running them into each other
within your URL. Make sure you do this, too. Finally, my final point is to do
the thing you should always do when it comes to SEO, and that
is to avoid keyword stuffing. Don’t jam loads of keywords into your
URLs, make sure they’re consistent. Of course, mention your keyword
in your URL, but don’t mention it multiple times, don’t stuff loads and
loads of keywords into your URL. This is spammy and it will hurt
your website, not just from a Google point of view, but also
from a user point of view as well. Again, keep your URLs
short, keep them to the point, and keep
them focused as well. This is really important. Thank you guys so much
for watching this video. If you liked it, please
leave a like below. Let me know in the comments if you’ve
got the big job of fixing all of your URLs, I’ll be more than happy to discuss that with you
in the comments. More important than that,
don’t forget to subscribe. Check out the other
content on my channel, and I’ll see you guys
on my next video.

5 thoughts on “SEO URL Structure 2019 – How To Write Friendly URLs

  1. The Big Marketer Post author

    This video is part of the SEO series I have created for the guide "Ultimate SEO Checklist"

  2. Bista Solutions Post author

    Hey, i really like your video. I am facing the same problem with my website. my competitors have less DA, PA, DA, Backlinks then I have but they have their a keyword in and they are ranking on the first page and I am on the 2nd page. unfortunately I can't change structure know it will impact my whole site traffic. what do you recommend what should I do to rank in the first page. I need your help. you can reach me on [email protected] I really appreciate the video. Thanks.

  3. Traci Moon Post author are these stop words is, your ?? get rid of these, then right
    i put a space bar between my keywords, thats why it was a + sign. so next time, i will put a hyphen. thanks!

  4. Traci Moon Post author

    If i delete all my tags from the blog post (again) will it cause me once again a 4xx and i have to do the 301 redirect? eh! i didnt know about putting the hyphen between tag words, so i used the space bar. I am thinking about deleting them all again, and re tagging. the other issue i then have, is that ubersuggest says then, that I have 129 pages with low word count, because it is then just the tag, that becomes a page on its own, causing me to not have a meta title or description for that "supposed page" in squarespace
    however if i do not use the TAG then I dont get the organic Keywords on my page to register.


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