Your URL is one of the first things Google and users see. A clean, descriptive URL tells both exactly what your page is about — before they even click. Here’s how to get your URL structure right.
Key Takeaways
- Include one target keyword in your URL slug — no more
- Use hyphens between words, never underscores or spaces
- Keep URLs short, lowercase, and free of unnecessary parameters
- Stick to a flat site hierarchy with two to three folder levels max
- Always set up 301 redirects when changing existing URLs
Why URLs Matter for SEO
Google has confirmed that URLs are a ranking factor. They’re a lightweight signal compared to content quality and backlinks, but they still play a role in how search engines interpret your pages.
More importantly, URLs affect user behavior. A descriptive URL in search results builds trust. People are more likely to click a link they can read and understand at a glance.
A clean URL like
/blog/seo-friendly-urlstells the user and Google exactly what to expect. A messy URL like/index.php?id=4827&cat=12tells neither.
URLs also serve as default anchor text when someone pastes a raw link on a forum, social media, or email. A keyword-rich URL carries more weight than a string of numbers.
How to Create an SEO-Friendly URL
These are the rules that matter. Follow them consistently across your entire site.
Put Your Target Keyword in the Slug
The slug is the part of the URL after your domain. Use it to signal topic relevance.
Good: example.com/blog/seo-friendly-urls
Bad: example.com/blog/post-48291
One or two relevant keywords are enough. Stuffing multiple keywords into a slug makes it look spammy and doesn’t help rankings.
Keep It Short
Shorter URLs tend to perform better. A Backlinko study found a correlation between shorter URLs and higher Google rankings.
Aim for three to five words in your slug. Remove filler words like “a,” “the,” “and,” and “of” when they don’t affect readability.
Instead of: /how-to-create-a-seo-friendly-url-for-your-website
Use: /seo-friendly-urls
Use Hyphens Between Words
Google treats hyphens as word separators. Underscores? They join words together. That means best_seo_tools reads as one word to Google, while best-seo-tools reads as three.
Spaces aren’t allowed in URLs and create ugly %20 encoding. Stick to hyphens — always.
Use Lowercase Letters Only
Some servers treat uppercase and lowercase URLs as different pages. That means example.com/SEO-Tips and example.com/seo-tips could create duplicate content.
Avoid the issue entirely. Use lowercase for every URL on your site.
Build a Logical Hierarchy
Your URL structure should reflect your site architecture. Keep it flat — two to three folder levels at most.
Good structure: example.com/blog/seo-friendly-urls example.com/services/technical-seo
Too deep: example.com/resources/guides/seo/on-page/urls/best-practices
A flat hierarchy makes your site easier to crawl and easier for users to navigate. It also supports cleaner breadcrumb navigation.
Common URL Mistakes to Avoid
Even experienced site owners get these wrong. Here are the most frequent problems and how to fix them.
Dates in URLs. Adding /2023/09/15/ to blog post URLs makes them longer and signals outdated content to users. Unless you run a news site, skip the date. Use a slug like /seo-friendly-urls instead of /2023/09/seo-friendly-urls.
Dynamic parameters. URLs with ?id=123&sort=asc&session=xyz confuse crawlers and create duplicate content issues. Use clean, static URLs whenever possible. Handle session IDs and tracking codes with cookies or canonical tags.
Keyword stuffing. A URL like /best-seo-friendly-url-structure-seo-url-tips-seo looks spammy. Google won’t reward it — and users won’t click it. One or two keywords is the sweet spot.
Changing URLs without redirects. When you update a URL, the old one still has backlinks and authority pointing to it. Without a proper 301 redirect, you lose that link equity and create broken links across the web.
Mixed case URLs. As noted above, this results in duplicate content. Set a server rule to automatically lowercase all URLs.
URL Best Practices for Different Page Types
Different content types call for slightly different URL patterns. Here’s what works.
Blog posts: Use the primary keyword as the slug. Skip dates and categories unless they add genuine value. /blog/seo-friendly-urls ✅ /blog/2023/seo/seo-friendly-urls-guide-tips ❌
Product pages: Include the product name with a relevant keyword. Avoid SKU numbers or internal IDs. /products/wireless-noise-cancelling-headphones ✅ /products/SKU-78432 ❌
Category pages: Keep them short and broad. They represent topic groups, not specific content. /services/seo ✅ /our-full-range-of-seo-services-for-businesses ❌
Landing pages: Match the URL to the search intent you’re targeting. /free-seo-audit ✅ /landing-page-3 ❌
Be consistent with your URL pattern across all pages of the same type. Consistency helps Google understand your site structure and makes crawling more efficient.
Use HTTPS — No Exceptions
Google has used HTTPS as a ranking signal since 2014. Chrome and other browsers now mark HTTP sites as “Not Secure,” which tanks user trust and click-through rates.
If your site still runs on HTTP, get an SSL certificate today. Most hosting providers offer free SSL through Let’s Encrypt. The migration is straightforward and the SEO benefits are immediate.
How to Audit Your Existing URLs
Already have a live site? Run a quick audit to find URL problems worth fixing.
- Crawl your site with Screaming Frog or a similar SEO tool. Look for URLs with parameters, uppercase letters, underscores, or excessive length.
- Check Google Search Console for crawl errors, redirect chains, and indexing issues tied to URL problems.
- Review your permalink settings in your CMS. WordPress, for example, lets you set a default URL structure under Settings → Permalinks. Choose “Post name” for the cleanest slugs.
- Fix the biggest issues first. Prioritize pages with existing traffic and backlinks. Always use 301 redirects when changing URLs.
Don’t try to change every URL at once. Focus on high-value pages where a cleaner URL can directly improve click-through rates and rankings.
FAQ
Do keywords in URLs help with rankings?
Yes, but it’s a minor factor. Keywords in URLs help Google understand page relevance and help users decide whether to click. One naturally placed keyword is enough — don’t force it.
What’s the ideal URL length?
There’s no magic number. Google’s John Mueller has said URL length doesn’t directly affect rankings. That said, shorter URLs are easier to read, share, and remember. Three to five words in the slug is a practical target.
Should I change old URLs to make them SEO-friendly?
Only if the current URLs are truly problematic — full of parameters, keyword-stuffed, or using underscores. Always set up 301 redirects when you make changes. For pages that already rank well, leave the URL alone.
Conclusion
SEO-friendly URLs are straightforward to get right. Use short, descriptive slugs with a target keyword, separate words with hyphens, keep everything lowercase, and maintain a flat site structure. Pair that with HTTPS and proper redirects, and your URLs will support both your rankings and your user experience.