Uniform Resource Locator

A unique address for a file that is accessible on the Internet.

A URL is technically a type of Uniform Resource Identifier (URI) but in many technical documents and discussions  the word URL is often used as a synonym for URI.

Google Do

  • Choose a URL that will be easy for users and search engines to understand!

  • 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.

  • Create a simple directory structure. Use a directory structure that organizes your content well and makes it 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.

  • 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. You may also use canonical URL or use the rel="canonical" link element if you cannot redirect.

Google Don't

  • 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"

  • 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.

  • Having pages from subdomains and the root directory access the same content (e.g. "domain.com/page.htm" and "sub.domain.com/page.htm")

  • Using odd capitalization of URLs (many users expect lower-case URLs and remember them better )