SEO Friendly URL Structure

Except web 2.0 developers, no one else in the world of SEO seems to believe that search engines can actually make sense of any type of URL structure. Web developers understand codes; they can play around with different URL structures and use a variety of URL handles to either manipulate inputs received from a user or keep URLs simple and easy-to-work with but no-so-SEO-friendly! Thus, SEO experts and web developers live in two parallel universes!

For a web developer – web page response time, minimum database access calls and crawling are important. For an SEO expert, however, higher rank on Search Engine Results Pages (SERPs) is the grand Holy Grail! Read on to know how exactly a website can have SEO-friendly structure.

1.      Straightforward

URLs on a website, at the first glance, should look really simple and indicate the content they have. Followed by the Hypertext Transfer Protocol (http://www), a URL has the domain name, sub-directory and short or long-tail name of the page, resource or file. The depth of the URL, according to the directory structure on your website, should be intuitive and strictly according to the keyword combinations you’re targeting for a specific page or complete website.

For example

is way better than


2.      Avoid dynamic and relative URLs

Dynamic and relative URLs such as “” work well for a developer but for an SEO expert, they’re unattractive and self-damaging. While dynamic URLs have post ids, dates and other random characters in them, relative URLs have contextual characters in them. Such URLs may also have additional characters such as question marks or ampersands used to track website traffic or other parameters like user id, language etc.

Search engines love consistent URLs with ‘meaningful’ structure. These URLs are static in nature and they not only help your website to be ranked well for target keywords but also motivate users to choose your website’s listing on Search Engine Results Page over 10 others as they appear meaningful with the title. Such URLs can also be solidified easily in Google Webmaster Tools by rejecting variable URL parameters if you’ve to work with any.

3.      Create an XML Sitemap

XML sitemaps are quick-guides that search engines use to index various pages on your website. These sitemaps (unlike HTML sitemaps designed for quick navigation), list various page URLs on your website. It’s a good idea to have a dynamic XML Sitemap that gets automatically updated every time a new URL is created. It helps in quick search engine indexing of newly created or updated web pages and also tells search engines which URL structure to prefer in case there are any duplicates.

4.      Specify canonical URLs using a special tag

A large number of websites lose link-juice simply due to the reason that they’ve duplicate URLs and no preferred or canonical URLs are specified.

On a basic level, and and might be pointing to the same page! It gets worse especially if your website is not just serving content but selling some products. In e-commerce, URLs get even more complex and there’re dozens of duplicate versions.

The outcome – search engine crawlers are confused, people are back-linking to the same page by using different URLs and you’re losing SEO benefits you could avail.

The solution to this problem is to clearly specific canonical URLs by making use of special tags. It shouldn’t, however, be used for redirects or content pagination. There’re other ways to do that.

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6 thoughts on “SEO Friendly URL Structure – Mystery Resolved

  1. Madhushalini

    Thank you for great post

    I can’t think that someone write this much on such a narrow topic url. Good details.

    I get mail from you say that you increase 40% traffic by url change. But can’t find it on your blog.

    But again thank you for your detailed post.

    • Hi Madhushalini,

      We have not sent any email and thanks for liking the post.

      Keep reading.. 🙂

  2. Abhinav Shan

    Url with keywords is just a part of the seo. It can help but it is not the only factor which can rank your website and bring it in google search. It ads to the extra seo.

    • Hi Abhinav,

      I agree with you, apart from optimizing keywords in urls you need to focus on proper ON page and OFF page strategy for the website.

  3. Barakha

    Structuring a URL is necessary for an improved user experience and search engine optimization. Online businesses are designed with the URLs so it requires to be important, human readable and search engine friendly.

    I was actually considering of what precisely I should do improve my blog ranking before I came across your post. About permalink – use essential words in the first 3 words of URL to make it understandable. Users are more likely to click on a site that makes sense to them. Permalinks structure is one of the major element to rank higher in the Google search engine. Although I have regularly avoided the use of “stop words” in my permalink structure, but this post has redeclared my thinking & that’s what professionals are already doing.

    Quick suggestion; “Hyphens” &”Underscore” are the basic word separators used in the URL. My advice is to avoid underscores as word separators in URLs. Anyways, thanks for sharing the resourceful article. I like articles of this type, ones that make you actually think. This has encouraged me a lot and I hope it will improve my ranking in Google.

    • Hi Barakha,

      Thanks for liking the article.
      I personally avoid using underscore in the permalinks.

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