Great URLs for Great SEO

Great Business ideas from Ascentive.

Good SEO isn’t just a matter of keywords and metatags. Since search engines like Google display URLs in their results, they can seriously impact clickthroughs and visibility. URLs are also used in ranking documents, so those pages whose names include the queried search terms receive some benefit from well-chosen, descriptive use of keywords.

In Search Engine Optimization (SEO) there are several methods that can applied to the creation and structure of a website in order to achieve high search rankings. One way to improve SEO is to arrange the site’s URL structure in a way that is more search engine friendly. Here are a few ways to improve the structure of your URLs:

1) Normalized Structure:
A normalized URL structure uses keyword rich anchor text to circulate interest between the bulk of the pages located in the site’s root folder through primary and secondary navigation. This type of structure is the right choice when you want the pages on your site to receive high, yet equal attention.

2)Pyramid Structure:
Sometimes referring to as “siloing”, a Pyramid URL structure corresponds to a set of related keyword or keyphrases, starting with a general phrase and drilling down to the specific. With this structure, the landing page is embedded with the general keyword or keyphrase, and the more specific keywords are embedded in the sub pages.

3)Keyword Subfolder:
One time honored method for better SEO URL structure is to design your site so it directs search engine interest to a particular URL on your website through the use of a keyword-rich subfolder. The subfolder also receives link flow from stemmed anchor text variations found on the site’s other pages.

4) Internal Linking:
With Internal Linking, interest is directed towards a specific page on your site through links on site’s other pages. Although this is a solid strategy, it’s fairly obvious, so use it sparingly, preferably in combination with one of the previous methods.

In addition to URL structure, be sure to pay attention to the actual phrasing of your URLs. Since URLs appear in the web browser’s address bar, poor URL design can result in a negative user experience. Remember to put yourself in the mind of the user when reviewing your URLs. If you can easily and accurately predict the type of content that you would expect to find on a particular web page, then the URL in question is appropriate. If your page is targeting a keyword or keyphrase, make sure to include it in the URL (however, don’t stuff multiple keywords into URLs, as it will trip spam filters). And while a URL’s description is crucial, its length to a minimum will ensure that the URL is both easy to copy and paste into email and text messages, and fully visible in search engine results.


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