The Importance of Keywords In The URL
 by Casey Markee

How Important Are Keywords In The URL For Search Engine Rankings?

  • What really is the importance of a web page's URL structure in relation to overall SEO ranking in the search engines? I have been told you need to have the keyword in your URL to rank well. Then I hear from others that it really doesn't make or break your search engine rankings either way. What's the real skinny on this topic?

Answer: Just to clarify, when we speak of placing keywords in your URLs, we're talking about the entire URL string, not just the domain name. So your domain name might be and a webpage's full URL page might be:

Having your keywords in the URL does make a difference and typically leads to noticeable SEO benefits even though it is entirely possible to rank well without having the keyword there. Thus, some will say "it's not a critically important ranking factor" and in general, they are correct.

However, we have found that the relevancy boost, albeit ever-so-slight, is worthwhile because every little bit helps. Perhaps even more important, however, is that it increases the odds that someone will click your listing in the search results. This human aspect of URL optimization is very important. A keyword in your URL tends to help potential site visitors predict where your link might lead them and hints in advance of clicking the link as to whether this is a relevant search result.

Another important consideration for URL structure is the fact that using multiple parameters and dynamic elements in a URL can confuse both users and search engine spiders. We've covered dynamic URLs extensively in our report Getting Your Dynamic Sites Completely Indexed. Realize that URL structures containing parameters like & and ? can cause problems getting your entire site indexed, especially if you use them excessively.

Also bear in mind that searchers have problems remembering longer, dynamic URLS for later use. That's one reason why short, static URLS are mor...

Already a member? Sign in here

Read the rest of this article,
and get all this for only $1.

  • The Search Engine Strategies Updates for April 2021
  • SEN's Monthly Marketing Podcast for Strategies on the Go
  • Ultimate Guide to Avoiding Google Penalties
  • The Complete Site Audit Checklist
  • The Definitive Local Search Audit Checklist
  • 100's of Strategic SEO Articles and Q&As
  • The Internet Marketing Glossary
  • The Pro SEO's Local Search Directory List
  • 2019 Unfair Advantage SEO Beginner's Book
  • Pro's Ultimate WordPress Plugin Guide
  • The Vault: SEN's Internet Marketing Research Libraries
  • PLUS, as a Full SEN Basic Member, you'll be eligible for hundreds of dollars of discounts on SEO courses ranging from beginner to master on a variety of topics including organic search, local search, and social networking.

  • Your $1 Trial is good for 7 days at which time your card will be charged $29/mo unless you cancel before April 18th, 2021

 This form is encrypted for your security