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URL Structure & Its Importance in SEO

19-02-2020

A URL (Uniform Resource Locator), more commonly known as a "web address," specifies the location of a resource (such as a web page) on the internet. The URL also specifies how to retrieve that resource, also known as the "protocol," such as HTTP, HTTPS etc.

URLs with a structured hierarchy are preferred by GoogleBot, because more consistent URLs make it easier to crawl pages throughout the site. New pages will get indexed and displayed in search results faster at Google, meaning updates/changes to existing pages or products are able to be re-indexed in less time.

Importance of URL in SEO

Having a SEO friendly “optimized” URL structure also means that it can be easier for others to promote your site and content by sharing links on other websites and social media networks. There are 3 main benefits of URLs:

Improved user experience

A well-crafted URL provides both humans and search engines an easy-to-understand indication of what the destination page will be about. Even if the title tag of this page were hidden, the human-readable, semantically accurate URL would still provide a clear idea of what the destination page is about, and would provide visitors with an improved user experience by making it clear what they'll see if they click the link.

Rankings

URLs are a minor ranking factor search engines use when determining a particular page or resource's relevance to a search query. While they do give weight to the authority of the overall domain itself, keyword use in a URL can also act as a ranking factor. While using a URL that includes keywords can improve your site's search visibility, URLs themselves generally do not have a major impact on a page’s ability to rank. So, while it’s worth thinking about, don’t create otherwise unuseful URLs simply to include a keyword in them.

Page Links

In a pinch, well-written URLs can serve as their own anchor text when copied and pasted as links in forums, blogs, social media networks, or other online venues.