Best Practices of writing URL Structure to Get SEO Benefits for Your Business



23 Apr, 2024



Your URL structure has a dynamic impact on your website. Often, emerging businesses ignore the importance of URL structure in SEO and how it can help them excel. The right URL structure will help search engines like Google to identify various pages on your website and how they correlate. 

Professional SEO services recommend the use of keywords in your URL structure. This URL structure helps you to gain visibility and page ranking. This is one of the URL structure best practices as per the best SEO company. 

However, the URL structure process differs from company to company and hence you need professional SEO services that can guide you in the process. 

Apart from these, you must understand:

  • What Is A Website URL?
  • The Best URL Structure For SEO
  • The Importance Of URL Structure In SEO
  • URL Structure Best Practices

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What Is A Website URL?

The term "Uniform Resource Locator," or URL, is used to indicate the web address of certain documents or other resources. The website URL structure is made up of several components, including a domain name and protocol as per an SEO expert. It provides instructions to a browser on how and where to retrieve resources. This gives you more clarity on what is a web address. 


One of the simplest and most important components of SEO is what is URL address. Many SEO services still tend to ignore what is a URL and where is it located today. 

A good website URL structure can improve SEO as per an SEO company as it facilitates a great user experience during the navigation. Your SEO agency can also monitor data in advanced tools like Google Analytics or Adobe Analytics to analyze URL structure.

The best SEO company ensures that you have an understanding of URL structure for your business.

The Best URL Structure For SEO

Your search engine optimization can benefit from the structure of your web address as per SEO consulting services. Numerous techniques ensure that you gain the best URL structure for SEO. 

One thing to remember regarding URL structure for SEO is that shorter URLs are preferable. A URL structure with fewer than 60 characters is recommended as one of the best practices by professional SEO services. 

Sometimes you can exceed the 60-character limit for your website URL structure without running into issues, but SEO services make sure that there is a valid reason for doing so. 

Now that you have a better understanding of what is web URL, SEO services believe you must know different components of a website URL structure.

SEO services want you to familiarize yourself with this structure of web addresses:


As per SEO services, when a web server views your website page, the scheme instructs the server which protocol to utilize.

The most used protocol today is Hypertext Transfer Protocol Secure as per professional SEO services and this is commonly named HTTPS. It instructs your online browser to encrypt whatever data you upload onto the page, including credit card numbers and passwords, so that thieves cannot access it according to a majority of SEO services. 

Implementing this security policy as per the SEO company can improve your site's Google ranking while safeguarding visitors to your website. An SEO agency believes implementing SSL is a requirement in every technical SEO advice because of this.



Consider your website as your house, and your subdomains would be the different rooms. As per an SEO consultant, a subdomain is a part of the URL that tells the web browser the specific page on your website to display. For instance, in the above image, the website will be accessible via subdomains like www.

Additionally, subdomains group your website's primary content categories, letting search engines and your visitors know that there is more to your website than just a homepage.

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Second-Level Domain

Your SEO services may inform your website's second-level domain is its name. It makes visitors more aware that they are on a specific brand's website. For instance, everybody who visits "" knows they are, without the need for more explanation, on the website for a dynamic search experience.

Top-Level Domain

Your SEO company may register you as a specific sort of entity on the internet according to the top-level domain (TLD), which is defined.

For instance, since ".com" is designated for use by commercial enterprises in the United States, many American companies register with this top-level domain. Similar to ".edu," which is reserved for educational institutions in the US, numerous US universities and colleges enroll with preferably a top-level domain ending in ".edu".


As per an SEO company, a subdirectory, often referred to as a subfolder, makes it easier for users and web crawlers to identify the specific section of a website they are on.


For instance, one of your website's URLs might be "" if you own an online shop that offers t-shirts, hats, and mugs. Take note that "shop" is the subdomain and "hats" is the subdirectory. This means that the "Hats" page, a subdirectory of the "Shop" page, would be served up by this URL. Another secondary succession as per the SEO company of this page would be for t-shirts and mugs.

SEO services share that different websites employ different URL structures. That's okay, too.

A website URL structure is determined by the demands it must meet specifications.

For instance, the URL structure of a global website will probably be divided into sections for different locales or languages. 

A blog website's URL structure may be different from that of an eCommerce or membership site. An SEO company will create a different social network's URL structure and won't likely be the same as a government website.

The URL structures will vary depending on the website's purpose, but no matter which structure is selected, fundamental best practices remain to maintain an appropriate URL structure.

The Importance Of URL Structure In SEO

Well, as the saying goes, a first impression may last a lifetime. The URL also gives visitors to a website their first impression. People won't be interested in visiting a website if the URL is unclear and ambiguous, and the bounce rate is significant. As Google considers the URL into account, the website won't even rank highly in the search engine.

Getting a solid URL structure could be challenging, but it is doable with careful thought and prudence. Although there isn't a set formula for creating a decent URL structure, there are some guidelines that when followed will help us make the most of our URLs and position your site for prospective SEO success.

Page Ranking

Google is informed by URL structures as to the content of and connections between the website's pages. Links pointing to pages on your own website's internal navigation aid with this as well.

When an SEO company improves your URL structure for people, you also make it simpler for bots of search engines to crawl your website and index it so that users can find relevant material.

Google uses URL structure as a ranking element.

Thus, an improved URL structure supports Google PageRank (PR). Google evaluates a web page's worth and its connection to a search query using PageRank.

Although adding keywords to your main pages can help your results, you shouldn't rely just on URL keywords to rank. Professional SEO services believe root domains typically have the greatest PageRank. Do not cram URLs with keywords; instead, a good SEO company will only include those that are relevant.


Links with SEO-friendly URLs are more likely to be clicked, and as per an SEO agency, this can raise your PageRank.

If you change the page URL after your site becomes life or at any other time, you should (re)submit your sitemap to Google Search Console. To ensure that SERPS is always up to date with your website, your SEO company will publish your sitemap so that search engines may instantly crawl and index your pages.

User Experience

The most crucial element in SEO is a great user experience.

Use page hierarchies and a reasonable URL structure to enhance user experience. SEO services know the website is more straightforward to use for humans if the content is intuitively organized.

You want users to be able to navigate your website with confidence rather than confusion, so you should make it as simple as you can and that’s where an SEO company can guide you.

Use SEO-friendly URLs in addition to logically organizing your URL structure. SEO-friendly URLs are short, easy to read and contain relevant keywords that define the webpage content.


For instance, this URL- can influence your decision to click on that link if you're looking up information about pancakes.

On the contrary, a URL structure such as wca=470&clcp27sap is unfriendly since it doesn't make it apparent what the destination page is about.

Your SEO company knows the optimum user experience is offered by straightforward URLs. Use descriptive keywords in URL optimization to help users grasp the content of the page.

You should optimize your URL structure to ensure that searchers receive relevant results from search engines and that they understand what to expect when they click a link.

URL Structure Best Practices

Both individuals and search engines will understand the web page's description from an optimal URL structure. The SEO agency can help reduce bounce rates and increase click-through rates. It shouldn't contain extraneous parameters in your website URL structure.

Here are a few SEO agency-approved URL structure best practices that you must follow:

Relevant URL Structure

Before beginning the construction of your website, you must establish the URL hierarchy.

The ideal URL structure is not predetermined. Additionally, URLs might vary based on the purpose of the website.

However, the ideal URL structure is clear, logical, and simple to remember, and also effectively conveys information through the use of language.

Make sure your URL structure is clear so that both people, as well as search engines, as well as search engines, can comprehend how the many pages on your site are related to one another. Choosing the appropriate URL keywords for each page is quite straightforward provided your URL structure is established.

Conceal WWW

Since it is crystal clear that this refers to a website domain, the www prefix was selected to avoid confusion. Today, however, it is not required to mention it but SEO services do clear it.

In addition, if you do choose it, it appears dated, requires more typing effort, and takes up more room in the address bar. 

Conceal WWW

Given that they contain the secure device symbol signal, WWW and HTTPS:// are hidden in the address bar of the Chrome browser because they aren't particularly crucial to display. Simply double-click inside the address bar to view it; it is still there.

To keep your domain "bare" and cleaner, hide the www prefix. redirecting to the naked domain from the www version.

Optimize HTTPS Protocol 

The secure variant of the HTTP protocol is HTTPS. Even if hackers can intercept the data, they won't be able to read it since the Secure Sockets Layer (SSL) encrypts the connection between your browser and a website.

Users are more likely to trust your website because of HTTPS because they feel safer using their credit card information, address, and phone number while making purchases.

Even though it appears simple, only 69% of websites presently redirect to HTTPS.

Users never make purchases from insecure websites. If your website only supports HTTP, you're probably going to lose out on tech-savvy potential customers.

Additionally, Google favors websites using SSL and uses HTTPS as a ranking indication. The URL bar's padlock icon in the browser lets you know if a website is connected securely or not. For additional information about the relationship, you can approach an SEO consultant.

Have Clarity

The title of the page or post is typically used as the default URL, although occasionally this can result in an unreasonably long URL. The URL structure should be as brief as possible because they typically rank higher.

Edit Page URL

Each page your SEO company adds to your website should have a distinct purpose. Avoid utilizing illogical, random numbers that have no bearing on the situation.


Make sure the page URLs on your website accurately reflect the information found there. Your user experience will be enhanced, and click-through rates may rise as a result.

Use Relevant Keywords

Use a few relevant keywords in the website URL to inform Google of the search terms for which the website should appear. Your SEO company would recommend not including more keywords in your URL because it may appear spammy. 

An SEO agency will use a term that appears in the page's or post's title. You should include these keywords in your website's meta description in addition to the URL because Google bolds them in search results, which makes your page shine more.

Reduce Stop Keywords

You don't need to stop words in your URL, such as "the," "and," "or," "of," "a," "an," "to," "for," etc. To make your URL more readable and shorter, remove these words. As you can see, we omitted the word "for" to make the URL for this post shorter and simpler to read and memorize. 

It is important to understand and interpret which stop keywords to avoid and an SEO company can help you to use them profusely. They have the aptitude to optimize URL structure as per your brand’s utility. 

Effective Use Of Hyphens

There are no spaces between words in URLs. Use underscores sparingly as well.

Hyphens are used between words in SEO best practices because they indicate to Google and visitors where there are word breaks and because they make sentences much more straightforward to comprehend than when all the words are thrown together.


Prefer Lower Cases

After the domain name, everything in a URL is case-sensitive. This implies that even while directs you to our contact page, still directs you to

For URLs, always use lowercase letters. If you accidentally used uppercase, replace your links to point to the new ones.

If your website platform supports lowercase by default, you don't need to worry about case sensitivity when using SEO services.

Skip Adding Blog Dates

Because users always desire the most recent content, postdates from blog post URL structure keep content relevant for searchers. Search engine click-through rates can increase and material can rank for years with URLs without dates.

SEO services may suggest that there is no need to structure your articles with the date unless they are about a certain occasion or day. Doing so may cause a decline in click-through rates since individuals are less inclined to want to read an old article from 2015 than a more recent one.

Additionally, it permits the creation of evergreen content, which lets you go back and add fresh information to popular blogs without having to reroute the old URL structure. A successful SEO strategy involves updating and republishing outdated content.

But for a great user experience, it's often ideal to delete the post date! Users will find it simpler to navigate the URL structure without the postdate.

Reanalyze Old URL Structure

Your website will probably change over time, and you might choose one URL structure only to modify it later to make it more usable. In this situation, adding permanent redirects is advised and best practice.

For both people and bots, redirects make sure that they are there to avoid broken links.

Add a 301 redirect whenever you amend or modify a URL so that anyone who clicks the old URL will be sent to the new URL immediately and avoid seeing a 404 error on a broken page.


SEO services share that a lot of redirects, though, can cause your site to load slowly. One or two redirects are acceptable, but making the website accessible without any transfer loops is the best practice. To prevent redirects, from an SEO services perspective, it's crucial to choose a solid URL structure at the outset of your website's existence.

Use Numbers

Although not usually, confusion can be caused by numbers. Take care and also buy the domain name in its full spelling if your company name contains a number both inside it and in the top-level domain. Then point it toward the main domain. As a result, whether someone is lost or simply doesn't know how to spell, they will undoubtedly find your website.

As an illustration, reroutes to

Avoid using any numerals after the top-level- level domain at all costs. Consider the way that people write. It's easiest to avoid confusion when browsing for something online because 4 and 2 are frequently confused with each other in place of "for" and "to," respectively.

If the number represents a year or a specific day, just use the digits instead of spelling them out. Generally speaking, the bigger the number, such as 47, the more probable it is to be an actual number rather than the spelling of forty-seven. 

Whether to use numerals in your URL structure depends on the circumstances. Just be sure to consider the pros and cons of each and decide whether it is preferable to explain them or not, include them, or exclude them.

Last Words

While reading the ideas above, constructing the URL structure may seem simple, but once you get started, many details need to be taken care of. The primary objective of URL structure is to satisfy both search engines and people using search engines. 

To sum up, one must select a suitable domain name. It should be understandable, contain 50–60 characters, hyphenate, and be in lowercase to match the title. All of this enhances the URL, which helps to raise its rating.

For additional details, get in touch with JanBask Digital Design's experts.

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