Once you understand the ins and outs of optimizing your URL structure, it takes little effort to set the foundation for increasing visibility through searches. When you learn how to optimize your URLs, you will be one step closer to better Google rankings and higher SEO performance.
Optimize URLs through structure
Specifically, we are talking about the structure of the “slug.” By now, you should have your website built and an appropriate website domain set in place. Next, you will have to create a URL for each page within the site. For example, look at your current URL in the search bar: “growlagency.com/optimize-url-for-search”
The domain – “growlagency” is the domain of your website and will always come first in the URL. This part of the URL lets people know the big picture or what brand is attached to the content that they are viewing.
The slug – what follows, “/optimize-urls-for-search/,” is the slug. The slug is critical, as it can be customized to each page.
Subpage title – Depending on the design of your website, a URL slug can come after a subpage title where the content lives. For instance, all GROWL blogs are within our “Blog” subpage but are optimized to display only the slug. But, you can always reach a GROWL blog with the subpage title (i.e. https://growlagency.com/blog/optimize-urls-for-search)
Proper URL structure not only impacts SEO rankings but also helps large language models (LLMs) better parse and cite your content. Descriptive, hierarchical slugs make it easier for AI to associate your content with specific topics or subtopics.
Ready to get started? Use GROWL’s top tips to optimize your slug for search.
Be clear and concise
Hyphens are superior when it comes to creating your slug. They help separate your words and are search engine-appropriate. Another aspect of being to the point is keeping it short. Take the words like “and” and “to” out of the URL. When only a few words are involved, make sure they add value.
Option A: how-to-optimize-your-url-slug
Option B: optimize-url-slug
Note that Option B gets the point across, is shorter, and all the words add value. This kind of clarity is also beneficial for AI-generated summaries in tools like Google's Search Generative Experience (SGE), which favors direct, well-labeled pages when constructing search answers.
Consider your URL’s future
Start by structuring your URL slugs the same throughout your content. Use hierarchy to categorize between broader categories down to a specific category. Additionally, a consistent URL hierarchy is essential for both site structure and topic modeling used by generative AI. Consistent structures make it easier for AI to identify topical relevance across your domain, improving how frequently your content is featured in AI-driven search results.
Use keywords, but don’t overdo it
Yes, you want to have a keyword or two in the URL slug for the sake of SEO. However, don’t become so keyword-heavy that the slug does not make any sense. Remember, you want people to know the answer to their searched question, not be overwhelmed by a plethora of terms. Google and your audience value this, so make sure to keep that in mind. This also helps AI systems filter out misleading or irrelevant content, further boosting your credibility and increasing your share of AI-generated traffic.
Use URLs to enhance user experience
From adding too many keywords to using too few, optimizing URLs for search involves presenting credibility. Audiences and Google alike value knowing the original webpage to ensure your site can be rooted out as an imposter. Plus, Google will rank your page higher because the user who clicks on your URL is getting the answers that they are looking for.
Don’t just optimize your URLs—optimize your entire site for SEO and the future of AI-driven search. Request a free web assessment to find out how well your site is structured for discoverability, rankings, and AI Share of Voice.