Can URL Structure Affect Your Web Ranking?

Web owners employ a lot of resources to build websites that provide their visitors with captivating high-quality and original content with a careful choice of targeted keywords. All web aspects are tested and analyzed with the aim of attracting and retaining visitors to the site. All things, including the background color, are aligned to give the web a resounding success.

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The site owners, more likely than not, will have engaged the services of some of the top-notch SEO experts, such as Seoanalytics.pro, to put all things concerning their site’s success into place. They help with attracting and converting visitors into clients. Having done that, one question then begs for an answer: Can URL structure affect your site’s ranking? This article seeks to answer that question.

What is URL?

Uniform Resource Locator (URL) is what is commonly known as a web address, for example, https://www.google.com. Some aspects of the URL will affect your site ranking, while others may not. For this reason, you should consider editing already existing pages and bear in mind some things when crafting new web pages in the future.

Some SEO-recommended tips for a properly structured URL

The structure of the URL of your site affects your site’s ranking on search engine results page. The following are some tips on how you can craft a first-class URL that gives your website an upper hand in the competition for the high ranks in search engines.

Ensure your URL’s are of optimal length

The norm has been for most URLs to restrain their characters to the healthy and recommended length of between 30 and 40 words. It is advisable to have your audience in mind. Short URLs allow easy sharing, copying, and pasting, and reading to grasp what the page is all about.

Also Read:

20+ Best Url Shortners

How To Reduce Bounce Rate On Your WordPress Site And Increase Your Conversions


There are options to shorten long URLs by using shortening services like TinyURL or Bit.ly, but these can affect the page. Many of the readers may hesitate to click on links that do not show where they are leading them lest they be malicious sites or spams. Some tips on coming up with a useful and short URL include:

  • Organize your folders and name them properly.
  • Pick a page title that matches the content on the page.
  • Endeavor to enable your readers to get the information they are searching for from the URL at a glance.

Include a keyword in the domain

It has been found out from research that people are more likely to click through sites whose URL’s contain relevant keywords. Readers who come across your link on social media, email, and other media have no doubt what the site offers, helping them trust the link and follow through. URL acts as the anchor text in sites where your URL is not included together with the anchor text.

You stand to get more traffic from a URL that is easily legible and key-word focused by enhancing your position on search engine result page and giving readers motivation to click through.

Ensure your URL is readable

Google rewards user-friendly websites and readability is one aspect that contributes to user-friendliness. Search engines will find websites that are easily readable by a human being easily readable for them too. You just need to make your URL easy to comprehend and arouse some interest for readers and visitors to click on it.

Avoid unnecessary duplication

You should ensure that you haven’t two URLs with similar content. The reason is there is a possibility of different URLs sharing ranking. This disadvantages all of them where they will be competing against each other, and yet, they are all yours with similar information. This will reduce your total traffic, which means less conversion.

Make use of hyphens instead of underscores

Google has gone on record advising site developers or web designers to utilize hyphens (-) as opposed to underscores (_) to separate keywords in URL.  Google’s web crawlers work best with hyphens to analyze pertinent information and give back useful results.

They understand words with a hyphen or dash between them as two words. Meanwhile, words separated by an underscore are taken as one word. Artificial intelligence is improving the readability of underscores, but hyphens have been commonly accepted for URLs, so do not gamble.

Match your URL and page title

Avoid having a URL that is dissimilar to the page title. A URL that matches the page title will get a better ranking than one where the URL and title are different. The similarity may go unnoticed by search engines, but readers will find it less user-friendly. This will eventually also lead to a poor ranking of the website.

Use lower case in your URL

Some servers are case-sensitive. Issues that may arise from this can be minimized by using the lower case entirely in your URL structure.


As much as your URL structure is of great importance to Google and other search engines, it is even of greater concern to your readers whose actions contribute to your website’s ranking. The tips above will enable you to create a well-designed and user-friendly URL, thereby boosting your site’s ranking.

Subba Reddy

Subba Reddy

Hi, I am Subba Reddy, Hyderabad friends call me subbu and my Ongole Friends call me Reddy, and I own jayshable dot com. I write about Blogging, SEO, Social Media, Make Money Online, WordPress, Web Hosting and many more.
Subba Reddy

Hi, I am Subba Reddy, Hyderabad friends call me subbu and my Ongole Friends call me Reddy, and I own jayshable dot com. I write about Blogging, SEO, Social Media, Make Money Online, WordPress, Web Hosting and many more.

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