Search Marketing Blog
Optimized URL Structure for SEO
One facet of search engine optimization (SEO) often misunderstood by Web site developers is the effect of URL structure on search engine rank. URL structure can have a major impact on the performance of a site in the search engines. The following post provides insight into creating properly optimized URLs.
Static URLs Perform Better
Search engines have the ability to index dynamic URLs. However, static URLs always perform better. I have often proved this to skeptical clients by having them view their indexed pages using the site search operator (site:www.clientsite.com), which identifies all of their pages indexed within the search engines.
Developers are sometimes slow to embrace the significance of creating clean, static URLs due to a lack of insight pertaining to the process to make dynamic URLs appear static. This process, called URL rewriting, is somewhat complex and requires more detail than time permits here. However, there are several good online tutorials that can be accessed by searching for “URL rewriting†in your favorite search engine.
Utilize Primary Keywords
If possible, use your target keywords in your file names. Not only is it one more place to increase your keyword density, but it is also a good way to influence the anchor text used by people linking to your page.
Hyphens Not Underscores
Separate multi-word URLs with hyphens (-) not underscores or spaces. Google does not consider underscores to be a valid word separator.
Short & Sweet
An optimized URL should be simple and to the point. Remove special characters and insignificant, non-essential words.
Be Consistent
Creating proper URLs can be a time consuming process, but it is a fundamental aspect of proper search engine optimization. It’s important that you keep a consistent structure throughout your site, and always adhere to the best practices presented above.
URL Rewriting Example
Here is an example of a URL rewrite utilizing these important recommendations:
Example of poor URL structure:
http://www.xyzindustries.com/products.php?catid=3&color=blue
Example of good URL structure:
http://www.xyzindustries.com/products/blue-athletic-shoes/
As noted, the structure above needs to be incorporated into every page of your site.
