Almost every business owner doing SEO to their websites know the importance of integrating keywords into each webpage. Yet only a few are aware that optimising a website’s URL structure can also have a significant impact on their website’s rankings on Google. Optimised URL structures also do users a favour, as they are advised on what they can expect from a particular link.
URL Structures, Search Engines, and Users
Normally, search engines like Google crawls any URL as long as these have a clear link. Search engines wouldn’t have any trouble at all indexing long URLs containing numerous levels of directories and subdirectories.
On the other hand, integrating keywords into URL structures send small relevance signals to search engines on the page’s content. Furthermore, as people are more likely to opt for keyword-optimised URLs in search results, there’s a higher chance that search engines will see your website as highly relevant, thus granting it a higher ranking.
Elements of an SEO-Friendly URL Structure
Ask any SEO agency in Sydney, and they’ll tell you that optimising your URL structure should begin early on in the website development stage. This is to avoid making difficult tweaks afterwards. Some business owners, however, may not be aware of what makes a URL structure SEO-friendly, other than integrating their chosen keyword.
From an SEO point of view, URL structures should be straightforward and meaningful, doing away with unnecessary numbers and punctuation marks that plague most websites. Also, an SEO-friendly website knows how to put utmost importance on specific pages that must be accessible to search engines, with its URL structure optimised for crawling and indexing.
Achieving an SEO-Friendly URL Structure
One of the first questions business owners will have is which keywords they should use for their URLs. This can easily be determined by using the page names on their site and knowing the directory and file names in their URLs’ paths.
Since SEO-friendly websites put importance only to specific pages, website owners can conceal other pages that doesn’t contain targeted keywords with a robot.txt file. This contains instructions on what pages within your website should be ignored during the crawl.
Web developers may think that a particular website’ architecture doesn’t have any problem, but SEO professionals can see that foregoing keyword-optimised URLs means dismissing SEO opportunities. URL structure may be a small factor to a site’s SEO success, but it can still contribute to a large impact. Such an impact can be achieved when you seek help from companies offering expert SEO services in Sydney, like Go Local Marketing.
SEO: The Best URLs Contain Keywords, Practical Ecommerce
Five Steps to SEO-Friendly Site URL Structure, Search Engine Journal