Excerpts from my latest article at NBC 5 Chicago’s Inc. Well blog: “How URLs Impact SEO.”
If networks of links are the road map that search engines use to crawl the web, URLs are the street names that give that map meaning and consistency. As such, URLs affect search engine optimization in a couple of important ways: relevance and consistency.
Relevance is what most people think of when they think about URLs and SEO. Keyword relevance in URLs is like the street names that give maps their meaning. Using relevant keywords in URLs passes a keyword signal that search engine algorithms can use to boost your rankings slightly.
Optimal URLs will also be as short as possible, however. It’s important to balance keyword use with length for two reasons….