URL Structure, Done Properly
How URLs are constructed, including words, folders, parameters and capitalization.
Samir Haddad
The key figures
- Readable words
- Google recommends simple, descriptive URLs
- Case sensitivity
- URL paths can be case sensitive on many servers
- Parameters
- tracking parameters can create duplicate URLs
- Stability
- changing URLs requires redirects
Why this is worth getting right
Readable, stable URLs help users and crawlers, while messy URLs create duplicates and broken links.
Do this, not that
Do
- Use lowercase words separated by hyphens
- Keep URLs stable over time
- Canonicalize parameter variants
- Choose one trailing slash convention
- Redirect old URLs when structures change
Don’t
- Dates in URLs for evergreen content
- Mixed case URLs
- Deep nesting without purpose
- Changing URLs without redirects
When to bring in help
Our advice Bring in help when planning site structures or migrations.
Where this comes from
- Google Search Central — URL structure best practices
- Google Search Central — Redirects and Google Search
The figures and practices above come from the sources listed.
Working on something like this?
We take on SEO Services work for teams who want it done once, properly. Tell us what you are building and we will tell you honestly whether we are the right studio for it. Start a project.
Where to go next
Spotted something wrong? Report an error on this page. We correct on the page and say what changed.
