A well-optimized URL structure is a foundational element of technical SEO. It not only helps search engines crawl and understand your website better but also improves user experience and link sharing. In this guide, we’ll dive deep into URL structure for SEO, discuss Google’s latest recommendations (2025), highlight common pitfalls, and show you how to fix them with real-world examples.
What is URL Structure and Why Does it Matter for SEO?
URL structure refers to the format and organization of URLs on your website. A clean, logical URL structure improves:
- Search engine crawling & indexing
- User experience & navigation
- Click-through rates in search results
- Content sharing across platforms
A poorly structured URL can confuse users, create duplicate content, or even prevent Googlebot from accessing key pages. That’s why understanding and applying best practices to your URLs is crucial for any SEO strategy.
How Google Crawls URLs and Why Structure Matters
According to Google’s latest guidance (2025), an efficient and crawlable URL structure ensures your site is indexed correctly and reduces server load. If your URLs are overly complex, filled with redundant parameters, or fragmented, Google might:
- Crawl your site inefficiently
- Miss important pages
- Consume unnecessary bandwidth
Let’s explore how to get it right.
Best Practices for URL Structure for SEO (Updated 2025)
1. ✅ Follow IETF STD 66
Use valid characters in URLs. Reserved characters (like :, ?, #, etc.) should be percent encoded.
Correct:
https://example.com/products/shoes?color=red
Incorrect:
https://example.com/products/shoes?[color:red]
2. ❌ Avoid URL Fragments to Change Page Content
Google generally does not support URL fragments (e.g., #tab1) for changing content.
Incorrect:
https://example.com/#/potatoes
🔄 Use JavaScript’s History API or standard URLs instead.
3. 🔑 Use Descriptive Words, Not IDs
Readable, keyword-rich URLs help both users and search engines understand the content.
Recommended:
https://example.com/wiki/aviation
Not recommended:
https://example.com/index.php?topic=42&area=3a5ebc944f41daa6f849f730f1
4. 🌐 Match URL Language to Your Audience
Use the native language in URLs where appropriate.
For German audiences:
https://example.com/lebensmittel/pfefferminz
For Japanese audiences:
https://example.com/ペパーミント
5. 📏 Use UTF-8 Encoding Where Necessary
Encode non-ASCII characters properly to avoid crawl issues.
Recommended:
https://example.com/%E6%9D%82%E8%B4%A7/%E8%96%84%E8%8D%B7
Not recommended:
https://example.com/杂货/薄荷
6. 🧵 Use Hyphens, Not Underscores
Google prefers hyphens (-) to separate words.
Correct:
https://example.com/summer-clothing/filter?color-profile=dark-grey
Incorrect:
https://example.com/summer_clothing/filter?color_profile=dark_grey
7. 🔍 Limit the Use of URL Parameters
Keep URLs short and avoid unnecessary parameters like session IDs or tracking codes.
Recommended:
https://example.com/category?category=dresses&sort=low-to-high
Not Recommended:
https://example.com/search/noheaders?sessionid=6EE2BF1AF6A3D705D5561B7C3564D9C2
8. 🔁 Be Case Consistent
URLs are case-sensitive. Use consistent lowercase URLs across your site.
Recommended:
https://example.com/apple
Avoid mixing case:
https://example.com/Apple
9. 🌍 Use Locale-Specific URLs for Multilingual Sites
Option 1 – Country-specific domain:
https://example.de
Option 2 – Subdirectory with gTLD:
https://example.com/de/
Common URL Structure Issues (And How to Avoid Them)
Even well-meaning SEO efforts can go wrong. Here are the most common problems — and how to fix them:
1. 🚫 Additive Filtering Explosion
Example:
- https://example.com/hotels?location=beach
- https://example.com/hotels?location=beach&amenity=gym
- https://example.com/hotels?location=beach&amenity=gym&rating=5star
Fix: Avoid creating thousands of filtered pages. Canonicalize or block them via robots.txt.
2. ⚠️ Unnecessary Tracking Parameters
Example:
https://example.com/products?ref=abc123&utm_source=newsletter
Fix: Use cookies for tracking instead of cluttering URLs.
3. 🗓️ Infinite Calendars
Dynamically generated calendars can create infinite crawl paths.
Example:
https://example.com/calendar.php?d=13&m=8&y=2045
Fix: Add rel=”nofollow” to links pointing to dynamic calendar pages.
4. 🔗 Broken Relative Links
Example:
<a href=”../../category/stuff”>Stuff</a> on deeply nested pages can create messy, invalid URLs.
Fix: Use root-relative URLs like <a href=”/category/stuff”>.
FAQs on URL Structure for SEO
1. What is URL structure in SEO?
URL structure in SEO refers to how web addresses are formatted and organized to make them readable for users and crawlable for search engines. A clean, keyword-rich structure improves indexing and rankings.
2. How does URL structure affect SEO?
A good URL structure:
- Helps search engines understand page content
- Enhances crawlability and indexing
- Improves user experience and click-through rates
3. What are SEO-friendly URLs?
SEO-friendly URLs are short, descriptive, lowercase, use hyphens to separate words, and contain relevant keywords.
Example: https://example.com/digital-marketing-course
4. Should URLs have keywords?
Yes. Including 1–2 target keywords in URLs can improve relevance and click-through rates, but avoid over-optimization or keyword stuffing.
5. What is canonical URL in SEO?
A canonical URL is the preferred version of a page that Google should index when multiple URLs have similar content. It prevents duplicate content issues.
6. Does changing URL affect SEO?
Yes. Changing a URL without a 301 redirect can result in lost rankings and traffic. Always redirect old URLs to the new ones properly.
7. Are dynamic URLs bad for SEO?
Not always, but overly complex dynamic URLs with many parameters can hurt crawlability. Use static, clean URLs whenever possible.
8. What’s better for SEO: subdomain or subdirectory?
Subdirectories (example.com/blog) generally perform better for SEO than subdomains (blog.example.com) because authority is consolidated in one domain.
9. Are long URLs bad for SEO?
Yes. Short URLs are better for SEO — they are easier to read, share, and index.
10. Should I use hyphens or underscores in URLs?
Use hyphens (-). Google treats hyphens as word separators. Avoid underscores (_), as they are not SEO-friendly.
Conclusion: Start with Strong URL Foundations
Optimizing your URL structure for SEO is one of the most effective ways to improve crawlability, visibility, and user experience. By following Google’s latest guidelines using descriptive, clean, and logical URLs you’re setting your site up for long-term SEO success.
Next Step: Audit your existing URL structure using tools like Google Search Console or Screaming Frog, and start simplifying where necessary.
🔍 Pro Tip: Always plan URL structure before launching a new website section or product category.
Need help optimizing your site’s URLs?
Reach out to our SEO specialist or drop your questions to us on: business@serpfactor.com