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Marketer’s Guide to URL Strategy

Makin - Website design advice

As a business owner or marketer, it’s essential to have a solid understanding of URL strategy. 

While it may seem like a small aspect of your overall marketing efforts, it can significantly impact your website’s visibility and user experience. 

In this guide, we’ll break down everything you need to know about URL strategy and how to implement it effectively.

What is URL Strategy?

URL strategy refers to how you structure and organise the URLs on your website. A URL, or Uniform Resource Locator, is the web address pointing to your site’s specific page. URL structure can impact your website’s search engine optimisation (SEO), user experience, and overall usability.

When developing your URL strategy, it’s essential to consider the following:

  • Relevance: Your URLs should reflect the page content they’re pointing to.
  • Consistency: Your URL structure should be consistent throughout your website.
  • Keywords: Including relevant keywords in your URLs can improve your SEO.
  • Simplicity: Your URLs should be easy to read and understand for users and search engines.

By developing a strong URL strategy, you can improve your website’s search engine rankings, provide a better user experience, and make it easier for users to find the content they want.

Best Practices for URL Structure

Now that you understand the importance of URL strategy let’s dive into some best practices for structuring your URLs.

Include Relevant Keywords

One of the most important aspects of URL strategy is including relevant keywords in your URLs. This can improve your website’s search engine rankings and make it easier for users to understand what your page is about. When including keywords in your URLs, ensure they are relevant to the page’s content and don’t overdo it. Keyword stuffing can harm your website’s SEO and make your URLs look spammy.

Keep Your URLs Short and Simple

Long, complicated URLs can be difficult for users to read and understand. They can also harm your website’s search engine rankings. Keep your URLs short and simple, and avoid including unnecessary characters or parameters. A good rule of thumb is to keep your URLs under 60 characters.

Use Hyphens to Separate Words

When separating words in your URLs, use hyphens instead of underscores or spaces. Hyphens are more user-friendly and can improve your website’s SEO. For example, instead of “my_website_page.html,” use “my-website-page.html.”

Use Lowercase Letters

While URLs are case-insensitive, it’s best practice to use lowercase letters. This can prevent user confusion and make your URLs easier to read and remember.

Avoid Using Dynamic Parameters

Dynamic parameters, such as session IDs or tracking codes, can harm your website’s SEO and make your URLs look cluttered. Try to avoid using dynamic parameters in your URLs whenever possible.

Implementing Your URL Strategy

Now that you understand the best practices for URL structure, it’s time to implement your URL strategy. Here are some tips for getting started:

Audit Your Current URLs

Before implementing any changes, it’s essential to audit your current URLs. This can help you identify any issues or areas for improvement. Look for URLs that are too long, don’t include relevant keywords, or are inconsistent with your overall URL structure.

Create a URL Structure Plan

Once you’ve audited your current URLs, plan your new URL structure. This should include guidelines for including keywords, using hyphens, and keeping your URLs short and simple. Make sure your new URL structure is consistent throughout your website.

Implement Redirects

If you’re making significant changes to your URL structure, implementing redirects is essential. This can ensure that users and search engines can still find your content even if the URL has changed. Use 301 redirects to redirect old URLs to their new counterparts.

Monitor Your Results

As with any marketing strategy, monitoring your results and adjusting as needed is essential. Use tools like Google Analytics to track your website’s traffic and search engine rankings. If you notice any issues or areas for improvement, adjust your URL structure and continue monitoring your results.

A Marketing Essential

Developing a solid URL strategy is essential to your overall marketing efforts. By including relevant keywords, keeping your URLs short and simple, and implementing redirects, you can improve your website’s search engine rankings and provide a better user experience. Remember to audit your current URLs, plan your new URL structure, and monitor your results to ensure your URL strategy is effective.

Don’t hesitate to get in touch with us if you would like assistance planning your URL strategy, creating SEO-friendly content or designing your website. Our team are here to help.

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