URL Best Practice .


Something that is commonly overlooked when it comes to SEO and good website practice is URLs and ensuring that they are structured correctly. The following points are a few of what I believe to be the most important to consider when creating new pages and blogs for your website.

Keep it short

It’s easy to get carried away when structuring your URLs but it’s important to keep them short, sweet and direct. The shorter your URL, the more likely it is to show up on search results and therefore searchers are more likely to click through to it.


Using HTTPS means that your website data is encrypted and this means that your website is protected from cyber crime, it also has the added benefit of being preferred by Google. Having a HTTPS URLs will assure visitors that your website is secure, especially if you’re an ecommerce site.

Use keywords but don’t overdo it

Whilst using keywords is a good way to appear in search rankings as they clearly indicate what the user can expect to find on the page, overdoing it can have a negative effect. Long-gone are the days in which search engines rewarded keyword repetition, now websites are penalised for this. Make your content and links relevant and engaging.

Avoid spaces

Spaces can be used to separate words in your URL but they are often awkwardly replaced by which, whilst recognised by search engines, is unappealing to users. Hyphens and underscores are preferred word separators as they help break up the URL and are equally recognised by search engines.

Match URLs to titles

The most straightforward way to name your URLs is in accordance with the titles of your pages and blogs. For instance, if you’re writing a blog on ‘the importance of using keywords’ your URL would ideally read: yourdomain/the-importance-of-using-keywords.

Avoid multiple redirections

If one URL redirects to another that’s fine, however if a chain persists when URL A links to URL B and then URL B to URL C and so on this can have a negative impact on your search rankings as platforms such as Google will deem the final URL as less important. Instead simply link URL A to C to avoid confusion.

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Sarah Dennis
Sarah Dennis
Head of Marketing & Communications
Sarah is the agency's Head of Marketing & Communications and has a strong passion for marketing campaigns, events and all things Sitecore!

Having joined the agency in 2013, Sarah has been part of the agencies growth story and leads the marketing team in delivering great internal and external brand experiences, driving sales and developing relationships with key strategic suppliers.
Sarah Dennis

Sarah Dennis

05 Dec 2017 - 5 minute read
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