A well-structured URL is more than just an address for a webpage—it’s a crucial part of SEO, user experience and brand consistency. Search engines use URLs to understand page content, while users rely on them for navigation and trust. When URLs are clear, concise and keyword-optimised, they can improve search rankings, click-through rates and overall site performance.
Despite its importance, URL structure is often overlooked in SEO strategies.
Long, cluttered URLs with unnecessary words, numbers and special characters can confuse both users and search engines, making pages harder to index and less appealing in search results. On the other hand, a properly optimised URL can reinforce relevance, improve crawlability and boost organic traffic.
In this blog, we’ll break down the best practices for crafting SEO-friendly URLs, from keeping them short and readable to optimising keywords and user intent. Whether you’re running a CRO agency, Klaviyo agency, Facebook Ads agency, or LinkedIn marketing agency, following these principles can help improve your website’s visibility and performance.
A well-optimised URL helps both search engines and users understand the content of a page at a glance. When structured correctly, URLs enhance search rankings, click-through rates and user experience. Here are the key factors that make a URL SEO-friendly:
A good URL should be easy to read and understand. Users should be able to tell what a page is about just by looking at the URL. Clear, descriptive URLs are more likely to be clicked and shared, improving engagement and search rankings.
Shorter URLs perform better than long, cluttered ones. Avoid unnecessary words, stopwords (like “and” or “the”) and special characters that don’t add value. A concise URL is easier to remember and reduces the risk of truncation in search results.
Including relevant keywords in URLs can help improve rankings, but they should be used naturally. Avoid keyword stuffing or forcing multiple keywords into a single URL. Instead, focus on one or two high-value search terms that accurately describe the page’s content.
Maintaining a structured format across a website ensures a cohesive experience for both users and search engines. Consistent use of lowercase letters, hyphens (instead of underscores) and logical folder structures makes URLs more user-friendly.
URLs with long strings of numbers, session IDs, or unnecessary parameters can confuse both users and search engines. Clean, static URLs are preferred because they are easier to crawl, index and share.
By following these principles, businesses—whether they are a CRO agency, Klaviyo agency, or Facebook Ads agency—can improve their website’s SEO, making it easier for search engines to rank and users to navigate.
Creating SEO-friendly URLs is about balancing clarity, keyword optimisation and structure. A well-structured URL not only helps with search engine rankings but also improves user experience by making navigation easier. Below are key best practices for crafting URLs that are both search-engine and user-friendly.
Short URLs are easier to read, remember and share. Long URLs with unnecessary words or numbers can look messy and deter clicks. A concise URL should give users and search engines a clear idea of the page content.
✅ Good Example: /facebook-ads-agency/
❌ Bad Example: /how-our-facebook-advertising-agency-helps-businesses-grow-online/
URLs should contain relevant keywords to help search engines understand the page topic. However, keyword stuffing should be avoided, as it can make URLs look spammy. Stick to one or two high-value keywords that match user intent.
✅ /cro-agency/ – Focused and relevant
❌ /best-cro-agency-for-conversions-online-marketing/ – Overstuffed with keywords
For businesses like a CRO agency, Klaviyo agency, or LinkedIn marketing agency, using targeted keywords in URLs can help improve visibility for relevant searches.
Consistency in URL formatting helps search engines crawl and index your site more effectively. Best practices include:
Words like “and,” “the,” or “but” add no value to a URL and should be omitted. Instead, keep URLs focused on core keywords.
✅ /linkedin-marketing-agency/
❌/how-to-choose-the-best-linkedin-marketing-agency-for-your-business/
Google prioritises secure HTTPS websites over HTTP. Ensuring all URLs are HTTPS-protected improves SEO rankings and user trust.
By following these best practices, businesses, whether an award-winning digital marketing agency or an Instagram ads agency, can enhance their search rankings, brand consistency and overall website performance.
A well-structured URL does more than just look clean—it helps search engines and users navigate a website more effectively. Here’s how SEO-friendly URLs impact rankings and user experience:
Search engines use URLs to understand page content. Clean, descriptive URLs allow search engine bots to crawl and index pages faster, improving visibility in search results. URLs filled with random numbers, symbols, or dynamic parameters can confuse search engines and lower rankings.
Users are more likely to click on a URL that clearly describes the content of a page. A URL like (/instagram-ads-agency/) is far more enticing and understandable than (/pageid=34782?ref=xyz). A concise, keyword-rich URL reassures users that they’re landing on a relevant page, improving engagement and conversions.
A structured URL maintains brand consistency, helping businesses reinforce their identity across search engines and social media. For an award-winning digital marketing agency, using a consistent URL format strengthens brand authority and trust.
By implementing SEO-friendly URLs, businesses can enhance search visibility, increase user trust and improve engagement with their content.
While structuring URLs, businesses often make critical mistakes that harm SEO rankings and user experience:
By avoiding these mistakes, businesses can maintain strong search rankings and a seamless user experience.
SEO-friendly URLs are an essential component of higher search rankings, better user experience and strong brand consistency. A clear, concise URL structure not only helps search engines index pages efficiently but also encourages users to click, engage and convert.
To ensure long-term success, businesses should consistently apply best practices across all pages—from service pages and blog posts to category pages and landing pages.
Want to optimise your website’s SEO structure? Contact an award-winning digital marketing agency like Mr Digital today.