While there are many ways to increase search engine optimization, one of the most important factors happens to be one we see all the time: the URL. Creating a solid and meaningful URL establishes purpose for a page. Other indicators can lead to increased clicks however the URL is one of the only ways to actually see what a page is about before visiting.

With this in mind, we have adopted some rules that guide our naming process. 

1. Simple & Obvious

When naming URLs less is always more. While details are important they are not the focus as they can often deter readers from the main point. The best URL’s are the ones that are obvious; in fact, you should know what the page is about even before opening. For example, take a shoe store that sells kids sneakers. To make it both simple and informative one would want to use a “funnel” approach flowing from top to bottom. In this instance we will break down according to product type such as boys shoes and girls shoes. 

i.domain.com/boys/sneakers or domain.com/boys/loafers

ii.domain.com/girls/dress or domain.com/girls/sandals

Using a concise and direct approach not only helps ensure relevant traffic but will also increase the satisfaction rate of readers. A reader should never have to guess at a page’s content – they should know before entering what they can expect to see based on the URL. 

2. Keep Keywords Low

It’s best to use as few keywords as possible while still getting the point across. Words become more significant and easier to find when there are fewer to search for. It’s important to keep keywords relevant and to not deter from the main point of the page. Below are two examples to help put this practice into perspective.

i.domain.com/kids-sports-baseball-equipment-helmets 

vs.

ii.domain.com/kids-baseball-helmets

You want readers to be able to comprehend what the page will be about easily.

3. Hyphens Only (-) 

When addressing search engine optimization with your URL, be sure to stick to hyphens for separating keywords. Other special characters (spaces, underscores, punctuation, etc.) may lead to a loss in search algorithms causing the URL to appear lower than necessary.

4. Forget the numbers

There isn’t any necessary reason to keep dates or any series of numbers in your URL; in fact numbers deter from the keywords within the URL. In order to maintain value there must be something for readers to latch unto.