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A Uniform Resource Locator, or URL, is like a website’s address; it locates a site in the world wide web. A good URL is an essential building block when cultivating an SEO strategy for your small business. It’s necessary for an improved user experience and good rankings. A good URL can mean the difference between ranking at the the top of Google, and your competitors continuing to gain the customers that you want. 

In order to create a successful URL that will be easy for search engines to read, as well as easy for your customers to find, take a look at our tips below.

Create a top level domain

A top level domain is one that includes .com rather than .biz or .pro. Using a the most popular domain will give your website credibility to new visitors, because people are more likely to trust a common domain as opposed to an unfamiliar one.

Make the URL as easy to read as possible

If any human can read it easily, then you’re on the right track! This also means it’s much easier for search engines to recognize your URL, which will then give you higher rankings. To make sure that your URLs are readable, don’t include too many filler or connector words like an or but, as they will be ignored by your search engines.

Include keywords in your URL

These will also help you in search results; just make sure not to use too many. One to two keywords is the perfect amount to include in a URL. Also make sure your URLs are concise and match the title of the page it links to and its contents as closely as possible. 

Limit redirection

Redirection is when a URL directs a user to another page. Though not essentially bad for SEO, if used improperly, it can result in loss of traffic or ranking. Thus, you should only use a URL redirect when necessary.

Avoid formatting errors

Limit using folders, or the slashes in URLs you use to link to other pages within your site. Using too many of these will confuse the Google Bots who crawl through your site. Another thing to avoid are hashes. Using too many of these could also negatively affect your URL. Finally, make sure your URL doesn’t have punctuation errors. Formatting your URL correctly will be one of the most essential keys to success. If you do not format correctly, you could be passed off by Google’s algorithms. 

Make sure your site is secure

Using security certificates like an SSL certificate is essential because Google searches for an “https” during crawls. It signals that your website is encrypted and therefore protects users from potential data breaches. According to Searchmetrics, “HTTPS is becoming more relevant and even a ranking signal for Google.”

When creating URLs for your site, keep it simple, easy to recognize, and secure. This will ultimately boost the SEO strategy for your business. If you still need help optimizing your URLs for search engines, BrandRep can help. Contact us today to learn about what we can do for your small business.

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