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You work hard to bring users to your site — the last thing you want them to do is skim a few paragraphs and leave. Linking to other pages can keep them engaged while also introducing them to more of your fabulous content. They might click a landing page, then meander over to your webinar series. Or they could follow a trail of internal links through your blog, moving deeper into your content like digital Hansels and Gretels.
For the best results, though, you need to do more than copy and paste any old link into your content. URL structure matters for search engine optimization (SEO) because crawlers use them to get around your site and see connections between pages. SEO-friendly URLs use keywords to signal the content of the linked page, helping search engines and users understand what comes next. That can boost your search rankings and build trust.
This guide walks you through how to create SEO-friendly URLs and the benefits of using the right structure.
Why URL Structure Matters for SEO
URLs play a key role in technical SEO because they help search engines crawl and index your site. When you structure your URLs thoughtfully, crawlers can easily get around your site and understand how it's organized. These contextual signals don't directly affect your ranking, but they make it more likely that your content will appear in search engine results pages (SERPs).
Readable URLs also help you earn your audience's trust. Vague links with random numbers or words that don't match the content often make users wary, and with good reason. They don't know if they'll end up on a safe page or on a shady site that will infect their computer with a virus. By contrast, SEO-friendly URLs (like https://www.compose.ly/content-strategy/how-to-outsource-content-writing) tell readers exactly what to expect. That makes them much more clickable, which is the entire point of adding links.
Looking for other ways to optimize your site? Check out our on-page SEO checklist for more practical tips.
What Makes a URL SEO-Friendly?
An SEO-friendly URL structure has three key traits:
- It clearly introduces the main content or topic of the page.
- It's simple, without long strings of numbers or unnecessary keywords.
- It shows how the page fits into your site's overall hierarchy.
URLs that fit all three traits usually perform better than generic or parameter-heavy ones because they describe what the page is all about. For instance, at Compose.ly we aim to consistently use clean URLs for SEO, such as https://www.compose.ly/content-strategy/google-eeat. At a glance, readers can see that the web page is part of the company's blog and discusses Google's E-E-A-T standards.
But even big publications like The New York Times occasionally use vague links that don't always match the content of the articles. One NYT article titled "U.S. Economic Growth Surged in Third Quarter of 2025" uses this link: https://www.nytimes.com/2025/12/23/business/us-economy-consumer-spending.html. While this URL isn't bad, readers won't know that the article is about the third quarter specifically or economic growth unless they click the link. That's not as user-friendly as a more descriptive, keyword-focused URL.
Tips for Creating SEO-Friendly URLs
URLs may seem like a minor detail, but knowing how to create them is vital for developing a successful content marketing strategy. These URL optimization tips will help you get it right every time.
Keyword Placement in URLs
URLs don't just describe a web page — though that's an important function. They also give you an extra spot to place your keywords, which may give your SEO a small boost.
Add your primary keyword or phrase to the end of your URL, after your website and the subsection (if applicable). Here are a few URL naming conventions to keep in mind:
- Use keywords directly related to the main topic of your web page. This isn't the place to squeeze in an obscure long-tail keyword that you couldn't fit into your article.
- Always use lower-case words.
- Avoid stop words like "a," "is," and "the." The link www.example.com/best-automation-software is just as readable as www.example.com/what-is-the-best-automation-software.
- Don't insert special characters like question marks or percentage symbols. Ideally, it should be as easy as possible for users to type in your URL manually.
Above all, consistency is key. Pick a simple URL structure for SEO and follow the same format for every page.
Logical URL Hierarchy
If you have a small site with only a handful of pages, you may simply tack on keywords after the domain. However, most creators prefer to organize content into subdirectories. These folders help search engines and humans understand your site's architecture and the relationships between content.
At Compose.ly, for instance, we use subdirectories to organize resources into sections like content strategy (www.compose.ly/content-strategy) and case studies (www.compose.ly/case-studies). This pillar structure allows visitors to quickly locate related content within the site.
Focus on clarity and logical organization as you design a URL hierarchy for SEO. If you have a blog with dozens or hundreds of posts, use subfolders to group them by topic, such as "blog/writing-tips/." Many businesses also group services into folders like "services/engine/." Retailers also often rely on subdirectories to sort product pages into categories.
However, resist the urge to create more than two or three levels of folders. Too many subcategories can muddle your SEO site architecture and force you to create extra-long URLs. After all, you still need room for each page's slug.
Short vs. Long URLs
You may assume that you should cram a lot of keywords into URLs for SEO purposes, but that's not the case. For URL length optimization, stick to around 50 to 60 characters without any stop words.
MailChimp, for example, typically uses shorter links for its blog. One recent post has this URL: https://mailchimp.com/resources/holiday-shopping-has-changed/. If MailChimp used the post's full title, the URL would be much longer.
Shorter links are more readable, especially on a mobile device. It's also easier to remember and share with other people, which helps bring more website traffic. However, shorter isn't always better if it means sacrificing clarity. Always consider the user experience (UX) and picture how real people will interact with your site, not just search algorithms.
Hyphens vs. Underscores
Separate each word with a hyphen (-) instead of underscores or periods. Google interprets hyphens as spaces between words, improving keyword recognition. Plus, humans are more familiar with hyphens in URLs, improving readability.
Parameters and Session IDs
While SEO URL best practices often emphasize simplicity, sometimes you can't avoid using complex links. For example, e-commerce retailers often add parameters—or extra strings of text—that instruct the website on what to show the reader.
If you search for jewelry on Amazon and filter it by material, the site adds a long string of numbers to the URL to reflect your choices.
Just take a look at:
Other sites use session IDs to track visits and personalize experiences. For example, your landing pages may change for repeat visitors based on their past purchases or demographics. Alternatively, your website could use tracking tools to remember what users added to their cart during their last visit.
Search engines may treat each parameter or ID as a separate page, which can quickly consume your crawl budget and slow indexing. To avoid duplicate content, use the rel="canonical" tag to create canonical URLs (or permalinks) for these pages. The search engine will index these master links instead of their endless iterations, keeping your online presence tidier.
Dated URLs
Don't include dates or numbers unless they're directly relevant to the topic, such as "top-fashion-trends-winter-2026." Otherwise, readers may assume your content is stale when they see your URL later. Search engines may also view the page as outdated, which can hurt your rankings.
How To Update URL Changes Safely (Redirects and Canonicals)
Consider changing old URLs if they're convoluted or excessively long. One or two small tweaks could be all you need to optimize website links. You may also update URLs if you're restructuring your site.
If you decide to migrate your URLs, use the 301 redirect strategy to link the old and new locations. This alerts Google that it needs to reindex the page, speeding up the transition. You can also use canonical tags to direct users to the correct version.
Try to avoid updating links that are already ranking well. Migration can temporarily hurt website traffic, so it's best to leave high-performing pages alone. You should also test all your new links to make sure visitors won't get greeted with an error message.
Not sure where to start? Compose.ly's technical SEO audit can help you spot opportunities to improve your URL structure and make your site more crawlable.
Examples of Good and Bad URL Structures
Like most users, you probably focus more on a web page's content than the URL when you're browsing. Still, it's worth analyzing a few case studies to see which structures work best.
Here are three examples of good URLs:
On the other hand, a link like https://www.format.com/online-portfolio-website/fashion-design/guide is a weaker URL. It has too many subdirectories and seems disconnected from the article, which is titled "Your Guide to Getting Started in Fashion Design."
Building a Stronger SEO Foundation for Long-Term Results
It's natural to focus on the body of your web pages, but don't forget to optimize your URLs as well. SEO-friendly URLs can help you improve your site's performance and crawlability over time. It also makes it easier to scale your website, because you already have a solid skeleton to build on.
While tweaking individual URLs can make a small impact, you'll get the best results when your URL structure matches both your on-page and technical SEO strategies. Make sure the links you choose reflect your overall architecture.
Need a hyperlink whiz to guide the way? Compose.ly's SEO experts can help you shape your URL strategy and put it into action.
