URL Length & Structure

SEO Playbook
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What is a URL?

A URL (Uniform Resource Locator), also known as a node or a web address specifies the location of pages.

The URL consists of 5 parts

  • Scheme
  • Domain name
  • Path to file
  • Parameters
  • Anchor

An example is


In the URL above

Domain name: MojoDojo.com.au/mojodojo
Path to file: seo
Parameters: ?isebook=no
Anchor: #home

How long should a URL be?

ULRs should be shorter and concise. A URL alone should be enough to tell a user what the resource is about.

The part of the URL that identifies the page is called the URL slug. A url slug may have parent pages or categories directly above it.

In the following example, the word “seo” is the url slug.


This URL is also called a friendly URL. This is because it does not have any query parameters or dynamic text.

A friendly URL is also a recipe for higher type in traffic.

The following are some best practices with URL structure

  • It helps Google understand what the page is about
  • It helps the visitor know what the page is about.

Furthermore, a user is more likely to click links with human-readable slug.

The friendly URL slug serves as a check against the anchor text manipulation.

  • Keep your URLs short
  • Use a primary keyword in the URL slug
  • Avoid keyword stuffing the URL
  • Use a logical parent/child relationship
  • Avoid dynamic URL or query parameters
  • Make your URL available only on one version of the site (www vs non www)
  • Avoid stop words in the URL
  • Use canonicalization

All things being equal, short URLs have a higher CTR than longer URLs.

When all other factors are equal, a relevancy score can be won by having additional semantic value in the URL.