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12 Best Practices for Creating SEO-Friendly URLs

Structuring URLs correctly can help improve the search engine rankings for your website; and when you rank higher, you end up attracting more visitors, building more authority in your industry, and increasing sales.

For two decades our web design and SEO experts have been crafting beautiful, SEO-friendly websites. As such, we’ve picked up some SEO best practices along the way to help websites rank better.

In this article, we’ll be looking at one of the lesser-known SEO secrets: URL structure for SEO. Below, we’ll cover what URL structure is, why it matters, and how to improve your URLs for better SEO.

What Is URL Structure for SEO?

A URL (or uniform resource locator) is simply an address on the internet.

Typically, we make up website URLs as follows: Protocol + Domain Name + Top-level Domain + Slug.

For example, our blog post URL structure is: https://parachutedesign.ca/blog/post-name/

In this case, the protocol is HTTPS. This protocol states how your internet browser gets the information from a website. The “S” stands for secure version, but more on that later.

The domain name is “Parachute Design”. This is the root domain, and it can even have several subdomains if necessary.

Our top-level domain is “.ca” You’ll find that there are plenty of different top-level domains available and choosing the correct one for your business and geographic location will also play a significant role in optimizing your URL structure for better search engine ranking.

Most often, the top-level domain indicates what type of website it is. For instance, the familiar “.com” refers to a company website. In contrast, “.org” indicates an organization, while a “.gov” means a government website.

Sometimes, the top-level domain can also indicate a country or location. Our top-level domain, .ca, is short for Canada as we are a Canadian web design company.

The final part of the URL structure is the slug or path. This part will change according to where you are on a website and what specific page you’re viewing.

In our example, the slug is “blog”. This slug gives visitors an idea of where they are on our website. It also helps web admins to organize their website content logically.

Now, why does URL format matter? And how can URL structure improve search rankings?

Thierry Dupont

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