The whole point of SEO (Search Engine Optimization) is to get the best and most pertinent matches from a user’s search query to your website. Various methods are used by SEO professionals to make certain that these goals are reached on a consistent basis. There are two basic procedures for accomplishing this task:
- The development of quality content
- Strong and reliable inbound links
While these steps are crucial, the importance of URL structure in relation to an organic SEO campaign is not often talked about. Search engines are not fans of crawling sites whose URL’s contain too many parameters as well as ones that are subject to problematic URL’s. In order for a website to attain strong visibility along with a prominent web presence, a URL must be well designed with the right classification, hierarchal structure, etc. It is well worth the time and effort to ensure that a site’s URL is properly structured prior to being launched.
Sites that have already been launched can still be optimized (or improved upon) in order to achieve the best impact possible by addressing several specific issues.
- The Shorter the Better – In the world of URL’s, less is definitely more. The longer the URL, the less credit your site will get. The other thing to keep in mind is that the more words you have, the more likelihood there will be for typos to crop up.
- Hone Your Descriptions – Make sure that your URL is an accurate reflection of the content that is on the page. Users should be able to determine what your site/page is about from the address. When done right, the chances of someone clicking on to your site will be much higher.
- Words are Better than Numbers – Descriptive and appropriate keywords will almost always produce better results. In some cases numbers that denote a specific date or time period can be used successfully.
- Beware of Folders – Keeping folders to a maximum of 3 or 4 deep is best if you want search engines to attach any priority to your content.
There are several other factors that should be considered when creating the architecture for your site such as Keyword Importance, Maintaining Consistency, Avoiding Duplication and Static vs Dynamic. We will discuss these issues in the next posting.