by The Computing Australia Group | SEO Friendly URL
Depending on who you ask, URLs are either a “small” ranking factor or a meaningful one. Either way, there’s no debate about this: a clean, readable URL improves crawlability, click-through rate, and shareability—and it reduces technical SEO headaches later.
The tricky part is that URLs sit at the intersection of marketing and engineering. You want something humans understand instantly, while also keeping search engines, browsers, and your CMS happy.
This guide breaks down what makes a URL SEO-friendly in 2026, shows practical examples, and includes WordPress-specific steps so you can get it right the first time.
What is a URL? (And what are its parts?)
A URL (Uniform Resource Locator) is the address of a page on the internet.
Example:
https://blog.example.com/topic/post-name
Here’s what each element means:
- https → Protocol (secure version of HTTP)
- blog → Subdomain
- example → Domain
- .com → Top-level domain (TLD)
- /topic/ → Subfolder (directory)
- /post-name/ → Slug (the page identifier)
Why this matters: each piece can influence user trust, site architecture, and how easily search engines crawl and interpret your content.
Google’s own documentation emphasizes keeping URL structure simple and crawlable, following standards and using consistent parameter encoding.
What is a URL? (And what are its parts?)
An SEO-friendly URL is:
- Readable (a human can guess what’s on the page)
- Predictable (fits neatly into your site structure)
- Consistent (same format everywhere)
- Stable (doesn’t change every time the content changes)
- Crawlable (search engines can fetch it efficiently)
A good URL supports SEO in three main ways:
People are more likely to click, trust, and share a URL that looks clean and descriptive.
2. Clearer topical signals
Keywords in the URL can add context and improve relevance—especially when combined with a strong title tag and headings.
3. Fewer technical issues
Messy URLs are more likely to create duplicates, crawl waste, parameter explosions, and tracking-related indexing issues.
URL best practices for SEO (with modern guidance)
1) Use HTTPS (non-negotiable)
If you’re not on HTTPS, you’re behind. HTTPS protects users and has been confirmed by Google as a ranking signal (even if lightweight compared to content quality).
Practical checklist:
- Install an SSL certificate
- Force HTTPS (server + CMS settings)
- Update internal links
- Ensure canonical URLs use HTTPS
- Fix mixed content warnings (HTTP resources on HTTPS pages)
2) Keep URLs short, descriptive, and skimmable
Shorter URLs are:
- easier to share
- less likely to be truncated in SERPs
- less prone to errors
Rule of thumb:
Aim for 3–5 words in the slug, and keep the full URL clean and uncluttered.
Good:
- /services/managed-it/
- /blog/seo-friendly-urls/
- /blog/how-to-create-the-best-most-amazing-ultimate-guide-to-seo-friendly-urls-in-wordpress/
3) Include a primary keyword… naturally
Including a keyword in the slug can help reinforce topical relevance and improve clarity when the URL is copied as plain text.
Best practice:
- Use one primary topic phrase
- Make it human-readable
- Don’t repeat what’s already obvious in the folder
Example:
- /blog/seo-friendly-urls/
Over-optimised example:
- /seo/seo-friendly-seo-urls-seo-tips/
4) Avoid keyword stuffing and repetition
Repeating terms looks spammy and adds no real value.
Example you gave is spot on:
- .../laptop/laptop-battery/ (unnecessary repetition)
Better:
- .../laptop/battery/
Or
- .../laptops/battery-replacement/
5) Prefer hyphens over underscores
Hyphens are the standard separator users expect and are explicitly addressed in Google’s URL structure guidance.
Use:
- /ecommerce-website-tips/
Avoid:
- /ecommerce_website_tips/
5) Prefer hyphens over underscores
Lowercase URLs reduce risk of:
- duplicate URLs (case variants)
- 404s on case-sensitive servers
- messy analytics data
/blog/seo-friendly-urls/
/Blog/SEO-Friendly-URLs/
7) Remove dates and numbers (unless they’re truly essential)
Dates and numbers often age badly.
- “21 tips” becomes 35 tips later
- “2024 guide” gets updated in 2026
- you want evergreen rankings, but the URL screams “old”
Better:
- /blog/ecommerce-website-tips/
When numbers do make sense:
- product SKUs in ecommerce (sometimes unavoidable)
- legal references or standards
- versioned documentation (where versions matter)
If you must update a numbered URL, don’t “just change it.” Use a 301 redirect (more on that below).
8) Avoid unnecessary “stop words” and filler
Words like “and,” “the,” “of,” “a,” etc. aren’t always harmful, but they can bloat the slug.
/blog/url-best-practices/
/blog/best-practices-for-creating-an-seo-friendly-url/
Keep what improves clarity. Remove what doesn’t.
If you must update a numbered URL, don’t “just change it.” Use a 301 redirect (more on that below).
9) Be consistent with trailing slashes
Choose one approach and stick to it:
- product SKUs in ecommerce (sometimes unavoidable)
In WordPress, trailing slashes are common and fine—what matters is consistency and that your canonical URL matches the preferred format.
10) Use subfolders strategically (don’t overcomplicate)
Your folders communicate structure and help both users and crawlers understand your site.
A clean structure might look like:
- /services/
- /services/it-support/
- /services/cyber-security/
- /blog/
- /blog/seo-friendly-urls/
- /blog/what-is-social-engineering/
Avoid deep nesting unless it truly matches how your content is organised.
11) Be careful with URL parameters (especially for ecommerce + filtering)
Parameters are common (filters, sorting, tracking), but they can create crawl and index bloat if unmanaged.
Google recommends using a standard format for parameters (key/value pairs separated by = and parameters separated by &) and keeping parameter handling consistent.
Standard example:
- /category/shoes?color=black&size=10
Risky outcomes if you don’t control them:
- thousands of near-duplicate URLs indexed
- crawl budget wasted on filtered/sorted versions
- cannibalisation (multiple URLs competing for the same keyword)
Common fixes (depending on the site):
- canonical tags pointing to the main category URL
- noindex for thin filter combinations
- block certain parameter patterns where appropriate
- use faceted navigation best practices (technical SEO)
12) Don’t use URL fragments (#) to change page content
If #something changes what content is displayed (common in some JavaScript filtering setups), it can confuse crawling and indexing. Google’s URL structure documentation warns against relying on fragments for content changes.
SEO-friendly URL examples (good vs bad)
Blog post
Goal: clarity + evergreen
Good:
- /blog/seo-friendly-urls/
Not great:
- /blog/how-to-create-seo-friendly-urls-in-wordpress-in-2026-complete-guide/
Service page
Good:
- /services/it-support-perth/
- /services/managed-it/
Not great:
- /services/service-12/
- /services/it-support-best-it-support-perth/
Ecommerce category
Good:
- /laptops/
- /laptops/gaming/
Not great:
- /product-category.php?id=8821&ref=nav&sort=popular
WordPress: how to set SEO-friendly URLs properly
Step 1: Configure permalinks (site-wide structure)
In WordPress:
1. Go to Settings → Permalinks
2. Use Post name for most content sites
Example: https://example.com/sample-post/
3. For larger sites, consider a structure like:
- /blog/%postname%/ (for blog content)
- keep pages clean: /services/managed-it/
Important: Changing permalink structure on an existing site can cause widespread 404s if not handled with redirects.
Step 2: Edit the slug on each post/page
In the editor (Gutenberg or Classic), look for Permalink / URL and:
- shorten it
- remove filler
- use hyphens
- keep it aligned with the target keyword
Tip: Write the slug after you finalise the headline. The slug should reflect the page topic—not every word in the title.
Step 3: Implement redirects when changing any published URL
If a URL is already live (and especially if it has backlinks, traffic, or rankings), you must preserve equity.
Use a 301 redirect from old → new:
- prevents 404s
- transfers most authority signals
- protects user experience
Where to add redirects:
- your SEO plugin (some offer redirect managers)
- server config (often fastest)
- dedicated redirect plugin (good for non-technical teams)
After redirecting:
- update internal links
- update canonical
- resubmit the URL in Search Console (optional but useful)
Step 4: Lock in a canonical version of the domain
Pick one:
- https://www.example.com or
- https://example.com
Then enforce it everywhere:
- server redirects
- WordPress Address / Site Address
- canonical tags
- internal links
This reduces duplicate content and consolidates ranking signals.
These are some best practices to create SEO friendly URLs. While it essentially boils down to readability, there are a few technical aspects to be taken care of. It’s best to get it done right the first time since it is difficult to change a published URL. Get The Computing Australia Group SEO help to get your URLs right. Contact us or email us at sales@computingaustralia.group.
Jargon Buster
Naked URL – Also known as a naked link. It is a hyperlink that shows the full URL rather than using an anchor text.
Crawling – is the process by which a search engine crawler (search bot) visits and downloads new pages and adds them to its index.
301 Redirect – a permanent redirect that passes the full link equity to the new page.
404 Errors – 404 Page not found error means that the server cannot find the page requested.
Peter Machalski
FAQ
Do keywords in URLs still matter for SEO?
Yes—but they’re a minor signal compared to content quality, internal linking, and backlinks. The bigger benefit is clarity: a keyword-rich, readable URL helps users (and search engines) understand the page topic at a glance.
What’s the best URL length for SEO?
There’s no “perfect” number, but shorter is usually better. Aim for a clean, descriptive slug (often 3–5 words) and avoid unnecessary folders, filler words, and tracking clutter. Long URLs are harder to read and more likely to get truncated in search results.
Should I change an old URL to improve SEO?
Only if there’s a strong reason (e.g., the current URL is unreadable, incorrect, or causing duplication). If you do change it:
set up a 301 redirect from old → new
update internal links and canonicals
Otherwise, frequent URL changes can hurt by losing consistency and creating redirect chains.
Hyphens or underscores: which is better?
Use hyphens. They’re the most widely used and recommended separator for readability and consistency in URL structure guidance. Underscores can reduce readability and lead to messy-looking URLs.
Are dates and numbers bad in URLs?
Usually, yes—because they make content feel outdated and become inaccurate when you update the post (e.g., “21 tips” later becomes 35). Use numbers only when they’re genuinely required (like product IDs, legal references, or versioned documentation).
