Creating descriptive categories and filenames for the documents on your website can not only help
you keep your site better organized, but it could also lead to better crawling of your documents by
search engines. Also, it can create easier, "friendlier" URLs for those that want to link to your content.
Visitors may be intimidated by extremely long and cryptic URLs that contain few recognizable words.
URLs like these can be confusing and unfriendly. Users would have a hard time reciting the URL from
memory or creating a link to it. Also, users may believe that a portion of the URL is unnecessary,
especially if the URL shows many unrecognizable parameters. They might leave off a part, breaking
the link.
Some users might link to your page using the URL of that page as the anchor text. If your URL
contains relevant words, this provides users and search engines with more information about the
page than an ID or oddly named parameter would.
Lastly, remember that the URL to a document is displayed as part of a search result in Google, below
the document's title and snippet. Like the title and snippet, words in the URL on the search result
appear in bold if they appear in the user's query.
Below is another example showing a URL on our domain for a page containing an article about the
rarest baseball cards. The words in the URL might appeal to a search user more than an ID number
like "www.brandonsbaseballcards.com/article/102125/" would.
Google is good at crawling all types of URL structures, even if they're quite complex, but spending the
time to make your URLs as simple as possible for both users and search engines can help. Some
webmasters try to achieve this by rewriting their dynamic URLs to static ones; while Google is fine
with this, we'd like to note that this is an advanced procedure and if done incorrectly, could cause
crawling issues with your site. To learn even more about good URL structure, we recommend this
Webmaster Help Center page on creating Google-friendly URLs.
Good practices for URL structure
• Use words in URLs - URLs with words that are relevant to your site's content and structure
are friendlier for visitors navigating your site. Visitors remember them better and might be
more willing to link to them.
Avoid:
• using lengthy URLs with unnecessary parameters and session IDs
• choosing generic page names like "page1.html"
• using excessive keywords like "baseball-cards-baseball-cards-baseballcards.
htm"
• Create a simple directory structure - Use a directory structure that organizes your content
well and is easy for visitors to know where they're at on your site. Try using your directory
structure to indicate the type of content found at that URL.
Avoid:
• having deep nesting of subdirectories like ".../dir1/dir2/dir3/dir4/dir5/dir6/
page.html"
• using directory names that have no relation to the content in them
• Provide one version of a URL to reach a document - To prevent users from linking to one
version of a URL and others linking to a different version (this could split the reputation of
that content between the URLs), focus on using and referring to one URL in the structure
and internal linking of your pages. If you do find that people are accessing the same content
through multiple URLs, setting up a 301 redirect from non-preferred URLs to the dominant
URL is a good solution for this.
Avoid:
• having pages from subdomains and the root directory (e.g. "domain.com/
page.htm" and "sub.domain.com/page.htm") access the same content
• mixing www. and non-www. versions of URLs in your internal linking structure
• using odd capitalization of URLs (many users expect lower-case URLs and
remember them better)
SEO - Improve the structure of your URLs
