When a content management system asks you to choose a URL for a page, it can sometimes feel overwhelming. Google’s URL structure guidelines are very technical and contain zero references to keywords, let alone SEO as a whole. So, what is SEO-friendly URL structure, how do you know the best site URL for your needs, and what mistakes could you potentially make that will act as roadblocks to your success?

Read on to discover practical methods to revamp your URLs to benefit search engine crawlers and page visitors. Make the process easier by enhancing UX and elevating your site’s organic rankings.

What Is SEO-Friendly URL Structure?  

When users and search engine crawlers traverse the Internet, they sometimes use the URL of a specific page to determine their present location. An easily read structure can act as a basic form of breadcrumbing, helping users understand their current location at any time if the site’s architecture matches the URL. Crawlers can similarly use an SEO-friendly URL structure to build an understanding of the full sitemap.

Crawlers and users can also use descriptive keywords to determine a page’s purpose before they look at the page itself. As such, a well-crafted URL can boost relevance in search rankings and your click-through ratio.

These URLs are better when they are short, concise, and lack complex characters. These elements can confuse search algorithms and are best left out where possible.

Finally, using modern security protocols in the URL, such as HTTPS, builds trust in your site. This trust is not limited to users, and HTTPS can even positively influence search engine rankings as part of Google’s ranking algorithm.

The Role of Keywords in SEO-Friendly URLs  

While crawlers and users might use URLs for various purposes, Google’s URL guidelines mention neither SEO nor keywords. SEO blog The Webmaster also confirms Google has downplayed URL keywords as a ranking factor, saying:

“Keywords in URLs are overrated for Google SEO. Make URLs for users.” 

However, many SEO experts still place searchable phrases in the space. The reason for this may be found in the Search Engine Journal’s articles. They confirm that, while they have an impact, it will only likely be during the first pass over a site. Specifically, if this is the “absolute first time we see this URL,” then Google has no other way to classify the content.

By this, they do not mean not to use them at all, but instead to not use them as a core factor in writing a URL. Much like with the user purposes for URLs as mentioned above, you should consider their use from the point of view of human eyes seeing it.

How Do URLs Influence AI Overviews in 2025?

While Google has downplayed the importance of keywords in URLs as a ranking factor, AI Overviews and other generative search tools rely on semantic signals. A clean, descriptive URL can help these systems better categorize and surface your page in contextual answers. In other words: a URL isn’t just for users — it’s also for machines that interpret meaning into your content.

How to Make a URL Seo-Friendly

Your first step in crafting the URL should be ensuring its full length reflects the logical structure and hierarchy of the page’s content. Ensure that each folder and subdomain explains steps the user can logically follow to understand their position and context. 

Using Keywords

If you use keywords in the URL, limit them to the primary keyword to focus their meaning. As you are likely to use this keyword in the page’s H1 or title, you can often use the page’s name itself in the URL. If you do this, you will want to separate the words with hyphens to give the URL an easily readable appearance, like a sentence.

For example, this page’s H1 header is:

What is an SEO-Friendly URL Structure and Why Does It Matter?

Meanwhile, the URL ends with:

/what-is-seo-friendly-url-structure-why-does-it-matter

The URL clarifies the most relevant information about the page the user is on, clarifying their location.

URL Brevity

Other steps you may want to take for brevity include:

• Removing conjunctions and stop words
• Stripping out unnecessary parameters and session IDs
• Reducing your folder structure to only two or three folders deep
• Using the singular instead of the plural
• Avoiding date stamps or numbers

Avoiding date stamps and numbers also allows you to update the content at a later date without worrying about the number no longer being accurate.

SEO-friendly URL Examples

So, as an example, let’s say you had a site called Victoria’s Hardware and a page all about the hammers you sold. 

An unoptimized URL might look like this:
https://www.victoriashardware.com/products/tools/hammers-and-mallets/hammer-category-2024?sessionID=123456&utm_campaign=springpromo

This URL has issues:

• Too long & complex: Multiple folders and unnecessary parameters make it hard to read.
  
• Outdated information: Including a year (e.g., 2024) dates the URL and makes content updates more difficult.
  
• Mixing tracking codes with page URLs: UTM parameters are useful for campaign tracking, but they shouldn’t be part of your primary, indexable URL.
  

A SEO‑friendly version would be:
https://www.victoriashardware.com/tools/ballhammer

Why this works:

• Short & descriptive: Clearly tells users and search engines what the page is about.
  
• Clean structure: Only two folders deep, reflecting logical site hierarchy.
  
• Keyword optimized: Uses the search‑friendly term “ballhammer.”
  
• Future‑proof: No dates or session IDs, so the URL stays evergreen.
  

URL SEO optimization is not something that only occurs once. These URLs may need occasional audits for relevance. Doing this will ensure they continue to provide the same benefits in the long term.

Updating to a New URL Structure

When updating existing URLs, make sure to use redirect tools responsibly. You don’t want to break the site’s link architecture. Instead, you want to guide users to your new flow.

If necessary, implement a content management system or site plugins that can help you automatically generate and maintain these new URLs. Alternatively, hire a professional to manage your site and ensure your users have the best experience possible.

Technical Enhancements for 2025

• Use Breadcrumb Schema: Implement a BreadcrumbList schema to reinforce your URL hierarchy for both users and search engines.
  
• Prioritize Mobile-First Crawling: Mobile-first indexing means your URL paths and site structure need to perform well on mobile devices.
  
• Consistency for Multilingual Sites: If your site targets multiple regions or languages, ensure hreflang tags and consistent URL naming conventions across localized versions.
  

Quick Audit Checklist for 2025

Before you finalize your URL strategy, ask yourself:

• Is every URL short, clean, and descriptive?
  
• Does it reflect a logical hierarchy (like breadcrumbs)?
  
• Are there no unnecessary tracking parameters or session IDs in your main URLs?
  
• Does it avoid unnecessary dates or numbers (unless evergreen content needs them)?
  
• Is HTTPS enforced across all pages?
  
• Do your redirects maintain link equity after changes?

Fine-Tune Your URL Strategy  

The next time someone asks you, “What is SEO-friendly URL structure?” you’ll now have all the tools you need to tell them and help them plan their content. Mastering this skill prepares you to improve your own search rankings and also helps your users every time they visit your site.

If you need help with this or think it will be too large a job, contact Rose & Cactus today and ask what we can do for your online presence. We can help you refine your digital strategy and ensure every aspect of your site matches the highest SEO standards.

Laura Pulling Laura is a content strategist, SEO consultant, and lover of quiz nights. She works with global clients to turn great ideas into well-ranked, high-converting content.