CCG Insights

Creating URLs That Work With Your Content

Posted by Carroll Communications Group on Apr 14, 2015 10:38:00 AM


If your website has a bunch of lengthy and hard to understand URLs that don’t line up with the actual content of your site pages, restructuring your URLs is a must during your next website redesign. How does SEO come into play with this? Just like the people searching for your content, search engines prefer URLs that make it easy to understand what your content is about.

The general rule to follow when making your new URLs: use dashes between words instead of underscores. Google looks at dashes like separators, meaning it can return results when you search for even a single world that appears in the URL, or a group of those words.  Google treats underscores as connectors, meaning it will only return results that are associated directly with the string of words in the URL. Put simply, dashes equal more opportunities for your pages being discovered.


Redesigning your site is the perfect opportunity for making sure your URLs are optimized for UX and search engines, alike. As small as they seem, URLs play a big part in your overall SEO success. The URL structure also needs to fit with your site map, this means keeping the structure organized completely for user experience.

Potentially bogus backlinks seem to be a small issue, but it can impact your SEO in a negative way.  As you begin to understand the basics of SEO, you will realize that getting backlinks from trusted websites is a great way to boost your website’s search rankings. Occasionally, there can be a downside to these backlinks.

If Google begins to suspect that the links to your site are from spam-filled or low quality sites, your rankings could suffer as a result. This phenomenon is also called “negative SEO” something you want to avoid at all costs. Much like with URLs, your website redesign is a perfect time to analyze all your backlinks and get rid of the ones that are no good.

When most marketers focus on SEO, they break it down into two categories: on-page and off-page efforts. With the off-page efforts, marketers commonly and mistakenly believe that their website will receive better SEO traffic if that can find more websites to build links on. This is wrong. Instead, marketers should think about “earning” links; making content easy for their audience to consume, understand, and share.


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