{"id":136178,"date":"2022-07-31T00:45:00","date_gmt":"2022-07-31T05:45:00","guid":{"rendered":"https:\/\/wpengine.com\/?post_type=resource&#038;p=136178"},"modified":"2022-10-05T11:59:14","modified_gmt":"2022-10-05T16:59:14","slug":"properly-optimized-url","status":"publish","type":"resource","link":"https:\/\/wpengine.com\/case-studies\/resources\/properly-optimized-url\/","title":{"rendered":"Best Practices for Writing a Properly Optimized URL"},"content":{"rendered":"\n<p>If you spend any time online, then you\u2019re probably interacting with URLs. If you run a website or an eCommerce store, you\u2019re <em>even more<\/em> familiar with these web addresses that make navigating the Internet a breeze.<\/p>\n\n\n\n<p>While you may not give much thought to how your URLs look, you <em>definitely<\/em> should. A well-structured URL can be the difference between showing up on the second page of a search engine\u2019s results and disappearing among the rest of the web.<\/p>\n\n\n\n<p>In this guide to URL strategy, we\u2019ll be exploring how to craft a properly optimized URL\u2014and why it\u2019s worth spending the time to do so.<\/p>\n\n\n\n\n\n<h2 class=\"wp-block-heading\">What is a URL?<\/h2>\n\n\n\n<p>URL is an abbreviation for Uniform Resource Locator. As the name suggests, URLs\u2014also called web addresses\u2014locate resources on the Internet. In this case, the \u201cresource\u201d is a particular web page, video, or photo from the web.<\/p>\n\n\n\n<p>In other words, URLs are like street addresses in the real world\u2014they point toward a specific \u201clocation.\u201d<\/p>\n\n\n\n<p>For example, if you head to our <a href=\"https:\/\/wpengine.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">home page<\/a>, you\u2019ll see that the URL is <em>https:\/\/wpengine.com\/<\/em>. If you were to type that URL into the address bar of any browser, it would take you directly to our website.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The Basic Structure of a URL<\/h3>\n\n\n\n<p>Most URLs that you\u2019ll come across are relatively simple. However, some turn out a little more complex. To explain every portion of a URL, we\u2019ll use a more complex example here.<\/p>\n\n\n\n<p>To start, have a look at this made-up URL: <em>https:\/\/blog.examplewebsite.com\/topic\/url-structure<\/em><\/p>\n\n\n\n<p>Let\u2019s dissect this example of URL structure piece by piece:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>https:\/\/<\/strong> \u2013 This section of the URL is called the <em>scheme<\/em>. The scheme determines the protocol (i.e. how the resource will be obtained). An <em>HTTP<\/em> scheme is unprotected by secure SSL technology, while an<em> HTTPS<\/em> scheme is protected.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>blog<\/strong> \u2013 This segment is the subdomain. Subdomains help you separate your website into more manageable pieces. <em>www<\/em> is the most common subdomain, but you\u2019ll often see <em>shop<\/em>, <em>blog<\/em>, or a language identifier like <em>en<\/em> or <em>fr<\/em>.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>examplewebsite<\/strong> \u2013 This is the domain. Your domain is essentially the name of your website.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>.com<\/strong> \u2013 This piece is called the top-level domain (TLD). When you purchase a domain name, you buy the TLD and the domain together. Other TLDs include <em>.co<\/em>, <em>.org<\/em>, and <em>.net<\/em>.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>topic<\/strong> \u2013 Here, <em>topic<\/em> indicates a subfolder. Subfolders are similar to subdomains in that they help organize your site.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>url-structure<\/strong> \u2013 Finally, we have the URL slug. The URL slug is essentially the \u201cname\u201d of the web page itself.&nbsp;<\/li><\/ul>\n\n\n\n<p>Some URLs also have query strings (which usually start with a <em>?<\/em> symbol) and a fragment identifier (which begins with a <em>#<\/em> symbol). These additional sections give the browser even more information about how to display the web page. For the purpose of this guide, we\u2019ll skip over those pieces (as should you when optimizing your URLs).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Benefits of a Well-Structured URL<\/h2>\n\n\n\n<p>If you\u2019re wondering <a href=\"https:\/\/wpengine.com\/resources\/how-to-build-an-ecommerce-website\/\" target=\"_blank\" rel=\"noreferrer noopener\">how to build an eCommerce website<\/a> or simply wanting to learn about optimized URLs, this can make a significant impact on the traffic your website gains. So, to summarize, a URL routes you to the \u201clocation\u201d on the web that you want to visit. But if a URL is nothing more than a \u201cmap\u201d to the web address you want to visit, why does its appearance matter\u2014especially when some segments are unchangeable?&nbsp;<\/p>\n\n\n\n<p>As long as a map takes you where you need to go, its format is irrelevant, right?<\/p>\n\n\n\n<p>Well, not exactly. Although URLs serve a utilitarian purpose, they also act as marketing tools. Well-structured URLs are essential because:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>They promote user confidence<\/strong> \u2013 Clean, simple, logical URLs come across as more legitimate. Customers are more likely to click well-formatted web addresses and avoid URLs that look like spam.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>They\u2019re easy to read, write, and type<\/strong> \u2013 Remember that URLs don\u2019t exist solely as clickable online links. They also appear on business cards, menus, and marketing materials. Sometimes, your employees may need to read out a URL to a customer. Although the mass adoption of QR codes has decreased the number of URLs you\u2019ll see in the wild, there are still times when you\u2019ll need to say or display a URL. The better it&#8217;s structured, the easier it\u2019ll be for everyone.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>They\u2019re your first impression<\/strong> \u2013 If a user finds you by using a search engine like Google or DuckDuckGo, they\u2019ll see your URL before they ever see your website\u2019s content. For example, on a page of Google results, the URL is listed above the name of the web page. A poorly-formatted URL won\u2019t give potential customers the right first impression.<\/li><\/ul>\n\n\n\n<p>However, the most significant benefit of having an optimized URL is improved search engine optimization (SEO).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">URL Importance in SEO<\/h2>\n\n\n\n<p>SEO is the practice of following recommended steps to increase your unpaid web traffic. The goal behind SEO is to increase your website\u2019s position in search engine results and therefore reach more people.<\/p>\n\n\n\n<p>While you may be more familiar with using keywords and <a href=\"https:\/\/wpengine.com\/fast-wordpress-hosting\/\" target=\"_blank\" rel=\"noreferrer noopener\">increasing website speed<\/a> as methods of improving SEO, the URL also plays a role.<\/p>\n\n\n\n<p>A concise, well-structured URL improves SEO performance by:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Encouraging more people to click your link<\/li><li>Encouraging more people to <em>share<\/em> your link<\/li><li>Making it easier for search engine crawlers to index your web pages<\/li><\/ul>\n\n\n\n<p>All of these factors can improve your SEO ranking. And while a properly optimized URL alone isn\u2019t enough to dramatically boost your SEO ranking, it\u2019s a crucial part of the puzzle.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to Optimize a URL for SEO<\/h2>\n\n\n\n<p>For the most part, you\u2019re in charge of your URLs. You decide how to structure your website and what to name each new page and post. With that in mind, optimizing each page\u2019s URL for SEO as you make it is an effortless way to improve your score. But how do you create an SEO strategy for friendly URLs that&#8217;ll help you rank?<\/p>\n\n\n\n<p>Here are some tips for optimizing your URLs to boost your overall SEO performance:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Keep it simple<\/strong> \u2013 Even though Google uses robotic spiders called crawlers to scan your web pages (seriously), your URLs should be legible to humans. Short, simple web addresses without extra parameters\u2014called <em>static URLs<\/em>\u2014are best. Simpler URLs simply rank higher.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Add SEO keywords to your URLs<\/strong> \u2013 Just as you would add relevant keywords to your content, sprinkle some SEO keywords into your URLs, too. The slug is the ideal place to put a long tail keyword. However, best practices to avoid keyword stuffing is to use only one target keyword.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Match your page title to your URL<\/strong> \u2013 If you can, keep your title tag as close to your URL as possible. When the URL clearly explains the contents of the post or page, search engines <em>and<\/em> humans alike will have a better idea of what to expect before clicking.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Use subfolders over subdomains<\/strong> \u2013 When you place subdomains like <em>blog<\/em> or <em>shop<\/em> ahead of your domain name, search engines treat each one like a separate website. If you get 10,000 visitors to your <em>blog<\/em> subdomain and 10,000 visitors to your <em>shop <\/em>subdomain, Google sees two websites garnering 10,000 hits each\u2014not one site with 20,000 views. Because more traffic means a better SEO ranking, you\u2019ll want to avoid this issue. Whenever possible, try to use subfolders instead. Here\u2019s an example: <em>www.examplewebsite.com\/blog<\/em> and not <em>blog.examplewebsite.com<\/em>.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Use only lowercase letters<\/strong> \u2013 Similarly, you should aim to use <em>only<\/em> lowercase letters in your URLs\u2014not uppercase letters, numbers, or special characters. Why? Search engines may see <em>examplewebsite.com\/resources and examplewebsite.com\/Resources<\/em> as two different sites, even though they lead to the same page. Again, this confusion can negatively impact your SEO value.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Sign up for Google Search Console<\/strong> \u2013 Search Console is a free tool from Google that allows you to monitor your website traffic. Through Google Search Console, you can compare URLs to see which ones perform best, then optimize the rest of your web addresses accordingly.<\/li><\/ul>\n\n\n\n<p>Following these SEO best practices can ensure you&#8217;re avoiding keyword stuffing and an SEO-friendly URL can also help your page rank better.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">More Best Practices for URLs<\/h2>\n\n\n\n<p>Aside from the above tips that can help you improve your SEO, there are other URL considerations to keep in mind. As you write out your URL slugs and structure your website, try to implement the following best URL structure practices:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Use hyphens to separate words<\/strong> \u2013 When writing multi-word slugs for posts and pages, separate your words with hyphens instead of underscores or spaces. Spaces show up as <em>%20<\/em> in address bars, while underscores disappear when a URL is underlined (which is a usual occurrence).<\/li><\/ul>\n\n\n\n<p><strong>Bad URL:<\/strong> <em>examplewebsite.com\/blog\/website_optimization_tips<\/em><\/p>\n\n\n\n<p><strong>Optimized URL:<\/strong> <em>examplewebsite.com\/blog\/website-optimization-tips<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Avoid articles \u2013 <\/strong>Words like <em>a<\/em>, <em>an<\/em>, and <em>the<\/em> aren\u2019t needed in URLs. All they do is clutter up your web address.<\/li><\/ul>\n\n\n\n<p><strong>Bad URL:<\/strong> <em>examplewebsite.com\/blog\/a-guide-to-starting-a-business<\/em><\/p>\n\n\n\n<p><strong>Optimized URL:<\/strong> <em>examplewebsite.com\/blog\/guide-to-starting-business<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Avoid endless subfolders<\/strong> \u2013 Nesting content within several subfolders also makes your URL long and cluttered. Plus, while you\u2019re unlikely to reach the limit, browsers like Internet Explorer have a maximum URL length of 2,083 characters.<\/li><\/ul>\n\n\n\n<p><strong>Bad URL:<\/strong> <em>examplewebsite.com\/blog\/categories\/business\/web\/optimizing-websites<\/em><\/p>\n\n\n\n<p><strong>Optimized URL:<\/strong> <em>examplewebsite.com\/blog\/optimizing websites<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Optimize Your Whole Website with WP Engine<\/h2>\n\n\n\n<p>Optimizing URLs is one of many ways to improve SEO and keep your WordPress website looking professional. However, as mentioned, refining your URL structure isn\u2019t a golden ticket to first-page search engine results. The best approach is a varied one that includes using <a href=\"https:\/\/wpengine.com\/resources\/best-seo-tool-wordpress\/\" target=\"_blank\" rel=\"noreferrer noopener\">the best SEO tools<\/a> and following other <a href=\"https:\/\/wpengine.com\/resources\/wordpress-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">general SEO tips<\/a> for WordPress\u2014which, by the way, is one of the best content management systems for SEO. Once you\u2019ve got your optimized URL, you can consider including <a href=\"https:\/\/wpengine.com\/resources\/woocommerce-shipping-plugins\/\">WooCommerce shipping plugins<\/a> and other additions to streamline your online storefront operations.<\/p>\n\n\n\n<p>Looking for more <a href=\"https:\/\/wpengine.com\/wordpress-support\/\" target=\"_blank\" rel=\"noreferrer noopener\">WordPress support<\/a> for your site? The experts at <a href=\"https:\/\/wpengine.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">WP Engine<\/a> are here to help. Between our frequently updated resource center and our award-winning staff, we can take your website from decent to dazzling. <a href=\"https:\/\/wpengine.com\/contact\/\" target=\"_blank\" rel=\"noreferrer noopener\">Contact us today<\/a> to find out more!<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you spend any time online, then you\u2019re probably interacting with URLs. If you run a website or an eCommerce store, you\u2019re even more familiar with these web addresses that make navigating the Internet a breeze. While you may not give much thought to how your URLs look, you definitely should. A well-structured URL can<span class=\"tile__ellipses\">&hellip;<\/span><span class=\"tile__ellipses--animated\"><\/span><\/p>\n","protected":false},"author":1,"featured_media":136180,"template":"","resource-topic":[],"resource-role":[903,899],"resource-type":[916],"class_list":["post-136178","resource","type-resource","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Best Practices for Writing a Properly Optimized URL | WP Engine\u00ae<\/title>\n<meta name=\"description\" content=\"A properly optimized URL - new, redirected, or canonicalized - is essential for SEO. 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