{"id":5215,"date":"2026-03-26T12:11:25","date_gmt":"2026-03-26T02:11:25","guid":{"rendered":"https:\/\/www.e-cbd.com.au\/blog\/?p=5215"},"modified":"2026-03-27T23:19:30","modified_gmt":"2026-03-27T13:19:30","slug":"optimising-urls-for-seo","status":"publish","type":"post","link":"https:\/\/www.e-cbd.com.au\/blog\/seo\/optimising-urls-for-seo\/","title":{"rendered":"Optimising Website URLs For SEO"},"content":{"rendered":"<div id=\"malwarebytes-root\" style=\"position: fixed; inset: 0px 0px auto; z-index: 2147483647; width: 100%;\" tabindex=\"-1\">&nbsp;<\/div>\n<p>URL structure and permalink optimisation are important components of <a href=\"https:\/\/www.e-cbd.com.au\/search-engine-optimisation.html\">search engine optimisation (SEO)<\/a> that are often overlooked.<\/p>\n<p>Following some simple practices around your permalinks can have a positive impact on your website&#8217;s search engine rankings and user experience.<\/p>\n<h2 id=\"key-takeaways\">Key takeaways<\/h2>\n<ul>\n<li><strong>Keep URLs simple and readable<\/strong>: short, descriptive slugs help users and search engines understand the page topic quickly.<\/li>\n<li><strong>Use hyphens and lowercase<\/strong>: avoid underscores, mixed casing, and unnecessary punctuation to reduce formatting issues.<\/li>\n<li><strong>Focus on intent, not keyword stuffing<\/strong>: include the primary topic naturally, but don\u2019t force extra words into the slug.<\/li>\n<li><strong>Be consistent with structure<\/strong>: choose a clean URL pattern (e.g., \/service\/ or \/blog\/) and stick to it across the site.<\/li>\n<li><strong>Avoid parameters for indexable pages<\/strong>: where possible, use clean static URLs for content and manage filters carefully.<\/li>\n<li><strong>Changing URLs has risk<\/strong>: only change slugs when necessary and use proper 301 redirects + internal link updates.<\/li>\n<\/ul>\n<h2>Definitions<\/h2>\n<h3>What is a Permalink?<\/h3>\n<p>A permalink (short for &#8220;permanent link&#8221;) is the full URL (web address) that points to a specific web page on the internet.<\/p>\n<p>The permalink is made up of two key parts:<\/p>\n<h4>1. The Root Domain&nbsp;<\/h4>\n<p>Also known as the Top Level Domain.<\/p>\n<p>The domain name is the primary web address that identifies a website. It&#8217;s the main part of the permalink that comes before the first forward slash.<\/p>\n<p>If the permalink is https:\/\/www.rootdomain.com.au\/the-slug then the root domain would be <em>www.rootdomain.com.au<\/em><\/p>\n<h4>2. The URL Slug<\/h4>\n<p>The slug is the suffix of the URL that comes after the domain name and any subdirectories or subfolders.&nbsp;<\/p>\n<p>If the permalink is https:\/\/www.rootdomain.com.au\/<em>the-slug<\/em> then the slug or URL alias would be <em>the-slug<\/em><\/p>\n<p>If the permalink is https:\/\/www.rootdomain.com.au\/subfolder\/<em>the-slug<\/em> then the slug or URL alias would still be <em>the-slug<\/em><\/p>\n<h3>What is Permalink Optimisation?<\/h3>\n<p>Permalink optimisation is the purposeful creation, structuring and crafting of the permanent URLs (permalinks) assigned to your web pages.<\/p>\n<p>This involves creating permalinks that are user-friendly and search engine-friendly.<\/p>\n<h3>Why Try To Optimise Your URLs?<\/h3>\n<p>The URL slug or permalink slug is a ranking factor.<\/p>\n<p>Customising the slug is an excellent way to improve search engine visibility and the user experience because it helps to convey the topic or meaning of the page in a succinct and descriptive way.<\/p>\n<p>&nbsp;<\/p>\n<h2>Tips for Creating SEO-Friendly URLs:<\/h2>\n<p>When optimising your permalinks (URLS) for SEO, consider the following guidelines:<\/p>\n<h3>1. Use Keywords in the Slug<\/h3>\n<p>Whenever possible, include relevant keywords in your URLs. This gives search engines an additional signal about the content of the page.<\/p>\n<p>It also makes it easier for users to get a better idea of what the page may be about before visiting.<\/p>\n<p>Avoid keyword stuffing and don&#8217;t try to over-optimise by adding a heap of keywords &#8211; keep your URL logical and readable.<\/p>\n<p>If you aren&#8217;t sure what keywords you need to be targeting, you probably need to take the time to complete some <a href=\"https:\/\/www.e-cbd.com.au\/blog\/seo\/keyword-research-for-seo-explained\/\">basic keyword research for SEO<\/a>.<\/p>\n<h3>2. Keep Permalinks Simple &amp; Clear<\/h3>\n<p>Keep your URLs concise and straightforward.<\/p>\n<p>Use lowercase letters only. Avoid using uppercase letters, long strings of numbers, special characters, or excessive words.<\/p>\n<h3>3. Avoid Using Unsafe Characters<\/h3>\n<p>These characters are considered unsafe either because they execute special functions in the URL<\/p>\n<p>Common unsafe characters include (but are not limited to):<\/p>\n<ul>\n<li>space<\/li>\n<li>&lt; &gt;<\/li>\n<li>&#8220;<\/li>\n<li>#<\/li>\n<li>%<\/li>\n<li>{ }<\/li>\n<li>|<\/li>\n<li>\\<\/li>\n<li>^<\/li>\n<li>~,<\/li>\n<li>[ ]<\/li>\n<li>`&nbsp;<\/li>\n<\/ul>\n<p>If these characters are used in a permalink, they must be encoded. It&#8217;s best to simply avoid using them if possible.<\/p>\n<h3>4. Use Hyphens for Spaces<\/h3>\n<p>Use hyphens (-) to separate words within your permalinks. Hyphens are considered more readable than underscores or other characters.<\/p>\n<p>It is also reported that search engines like <a href=\"https:\/\/www.sitecentre.com.au\/blog\/dash-or-underscore-in-url-for-seo\" target=\"_blank\" rel=\"noopener\">Google prefer the use of hyphens<\/a> over underscores.<\/p>\n<h3>5. Don&#8217;t Use Stop Words if You Can Avoid it<\/h3>\n<p>Stop words are common words like &#8220;and,&#8221; &#8220;the,&#8221; &#8220;of,&#8221; to name a&nbsp; few.<\/p>\n<p>These words don&#8217;t provide much value in URLs and can be omitted to keep URLs clean, clear and concise.<\/p>\n<h3>6. Be Descriptive &amp; Logical<\/h3>\n<p>Your URL should provide a hint about the content of the page. A user should be able to understand what the page is about just by looking at the URL.<\/p>\n<p>Take cues from the meta page title and\/or the H1 Heading of your page to inform your permalink wording.<\/p>\n<p>For example, if you are gunning for an exact match keyword such as &#8216;SEO Services Gold Coast&#8217; then your slug should be as close to your exact target keyword as possible.<\/p>\n<p>For example <em>yourdomain.com.au\/seo-services-gold-coast<\/em><\/p>\n<p>For more keyword tips, see our post on <a href=\"https:\/\/www.e-cbd.com.au\/blog\/seo\/keyword-optimisation-on-page-seo\/\">keyword optimisation for on-page SEO<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<h2>Example of a Good vs. Poor URL<\/h2>\n<p><strong>Good URL:<\/strong> https:\/\/www.example.com\/how-to-create-seo-friendly-urls<\/p>\n<p>In the good example, the URL slug is descriptive, includes keywords, and is easy to read.<\/p>\n<p><strong>Poor URL:<\/strong> https:\/\/www.example.com\/xyz123\/article?id=9876<\/p>\n<p>In the poor example, the URL slug is not user-friendly and doesn&#8217;t convey any information about the content.<\/p>\n<p>&nbsp;<\/p>\n<h2>Benefits of URL Optimisation for SEO<\/h2>\n<h3>Improved Click-Through Rates (CTR)<\/h3>\n<p>A well-structured and descriptive URL can attract more clicks in search results, as users are more likely to click on URLs that <a href=\"https:\/\/www.e-cbd.com.au\/blog\/seo\/understanding-search-intent-and-its-importance-for-seo\/\">match their search intent<\/a>.<\/p>\n<h3>Enhanced User Experience<\/h3>\n<p>Clear and readable URLs contribute to a better user experience, making it easier for visitors to understand the content they&#8217;re about to access.<\/p>\n<p>This enhances the user experience for both internal links and external links whilst encouraging users to click on your links.<\/p>\n<h3>Search Engines Prefer Friendly URLs<\/h3>\n<p>SEO-friendly URLs can help search engines rank your content more accurately.<\/p>\n<p>Search engines use URLs as a ranking factor because it helps both search bots and users to better understand the structure and content of an individual page and your website as a whole.<\/p>\n<h3>Increased Keyword Relevance<\/h3>\n<p>Including your target keyword and\/or other relevant keywords in your URLs slug can provide additional signals to search engines about the topic of your content.<\/p>\n<p>This can contribute to better rankings for those keywords, especially for long-tail search queries.<\/p>\n<h3>Less Chance of &#8220;Duplicate Pages&#8221;<\/h3>\n<p>If Google declares a page as a duplicate, it will choose the canonical URL and consolidate the ranking signals.<\/p>\n<p>A consistent and well-structured URL format can help search engines recognise and declare the canonical URLs you intended when creating the page.<\/p>\n<p><strong>Note:<\/strong> Don&#8217;t be worried about the &#8220;duplicate content&#8221; penalties you&#8217;ve probably heard so much about.<\/p>\n<p>It&#8217;s not possible to have duplicate content on the same domain and if you do, you won&#8217;t be penalised for it.<\/p>\n<h3>Clean Links Are More Liked to be Shared on Social Media<\/h3>\n<p>A clean and concise URL is more shareable on social media platforms, in emails, and across other online channels.<\/p>\n<p>People are generally more likely to share a URL that is easy to read and makes it obvious what the content is on the other side of the link.<\/p>\n<h3>Mobile-Friendly<\/h3>\n<p>Short, accurate and descriptive URLs are also easier to display on mobile devices with limited screen space.<\/p>\n<p>This can improve the overall mobile user experience and potentially lead to better rankings in mobile search results.<\/p>\n<h3>Improved Site Structure and Hierarchy<\/h3>\n<p>Properly optimised URLs contribute to a solid foundation for your website&#8217;s SEO efforts.<\/p>\n<p>A well-optimised URL structure can reflect the hierarchy and organisation of your website&#8217;s content.<\/p>\n<p>This makes it easier for users and search engines to navigate your site, understand the relationships between different pages and prioritise your content.<\/p>\n<p>&nbsp;<\/p>\n<h2>Conclusion<\/h2>\n<p>URL and permalink optimisation plays a significant role in enhancing user experience, search engine crawling, and overall SEO performance.<\/p>\n<p>By following best practices for creating descriptive, concise, and keyword-rich URLs, you can improve your website&#8217;s visibility in search engine results and attract more organic traffic.<\/p>\n<p>&nbsp;<\/p>\n<h2>Need Website SEO? Contact e-CBD<\/h2>\n<p>Optimise your website for SEO, increase traffic and lead generation for your business. Work with <a href=\"https:\/\/www.e-cbd.com.au\/our-team.html\">our in-house team<\/a>&nbsp;of&nbsp;<a href=\"https:\/\/www.e-cbd.com.au\/services.html\">digital marketing<\/a>&nbsp;and&nbsp;<a href=\"https:\/\/www.e-cbd.com.au\/search-engine-optimisation.html\">SEO experts<\/a>.<\/p>\n<p>For further insights on SEO techniques, reach out to a <a href=\"https:\/\/www.e-cbd.com.au\/seo-gold-coast.html\">Gold Coast SEO Agency<\/a>&nbsp;like e-CBD.<\/p>\n<p><a href=\"https:\/\/www.e-cbd.com.au\/contact-us.html\">Contact us for a phone consultation<\/a>&nbsp;or arrange a meeting to explore how we can enhance your online presence and improve your visibility in Google Search.<\/p>\n<p>Reach us at&nbsp;<a href=\"tel:0755313810\">(07) 5531 3810<\/a>&nbsp;or&nbsp;<a href=\"https:\/\/www.e-cbd.com.au\/contact-us.html\">submit an online inquiry today<\/a>.<\/p>\n<h2 id=\"faqs\">FAQs<\/h2>\n<h3>1) Do keywords in URLs still matter for SEO?<\/h3>\n<p>They can help with clarity and click-through rate, but they\u2019re a minor ranking factor compared to content quality, internal linking,<br \/>\nand overall relevance. Use keywords naturally\u2014don\u2019t stuff them.<\/p>\n<h3>2) How long should a URL slug be?<\/h3>\n<p>As short as possible while still being descriptive. A clean, readable slug usually performs better than a long string of extra words.<\/p>\n<h3>3) Should I use underscores or hyphens in URLs?<\/h3>\n<p>Use hyphens. Hyphens are the standard for separating words in URLs and are generally the safest, most readable option.<\/p>\n<h3>4) Is it bad to change a URL after a page is published?<\/h3>\n<p>Changing a URL can cause temporary ranking and traffic volatility if redirects and internal links aren\u2019t handled perfectly.<br \/>\nIf you do change it, use a 301 redirect, update internal links, and re-submit the URL in Search Console.<\/p>\n<h3>5) Should I include dates in blog URLs?<\/h3>\n<p>Usually no, unless your content is truly time-sensitive (news). Date-based URLs can make evergreen content look outdated and can limit flexibility<br \/>\nif you update and republish content later.<\/p>\n<h3>6) What should I avoid in SEO-friendly URLs?<\/h3>\n<p>Avoid long slugs, keyword stuffing, special characters, uppercase letters, stop-word clutter (where it doesn\u2019t add clarity),<br \/>\nsession IDs, and unnecessary URL parameters for indexable pages.<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>&nbsp; URL structure and permalink optimisation are important components of search engine optimisation (SEO) that are often overlooked. Following some simple practices around your permalinks can have a positive impact on your website&#8217;s search engine rankings and user experience. Key takeaways Keep URLs simple and readable: short, descriptive slugs help users and search engines understand &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.e-cbd.com.au\/blog\/seo\/optimising-urls-for-seo\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Optimising Website URLs For SEO&#8221;<\/span><\/a><\/p>\n<p><!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":13,"featured_media":5434,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-5215","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>SEO URLs - How to Create SEO-Friendly URLs | eCBD<\/title>\n<meta name=\"description\" content=\"Learn how to create SEO-friendly URLs with best practices for slugs, structure, redirects, canonicals, dynamic URLs and much more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.e-cbd.com.au\/blog\/seo\/optimising-urls-for-seo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SEO URLs - How to Create SEO-Friendly URLs | eCBD\" \/>\n<meta property=\"og:description\" content=\"Learn how to create SEO-friendly URLs with best practices for slugs, structure, redirects, canonicals, dynamic URLs and much more.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.e-cbd.com.au\/blog\/seo\/optimising-urls-for-seo\/\" \/>\n<meta property=\"og:site_name\" content=\"e-CBD Blog\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-26T02:11:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-27T13:19:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2023\/08\/canva-url-friendly.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Iveta Stastna\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Iveta Stastna\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.e-cbd.com.au\/blog\/seo\/optimising-urls-for-seo\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.e-cbd.com.au\/blog\/seo\/optimising-urls-for-seo\/\"},\"author\":{\"name\":\"Iveta Stastna\",\"@id\":\"https:\/\/www.e-cbd.com.au\/blog\/#\/schema\/person\/d65443e1826050ffede2be814f5d3e4c\"},\"headline\":\"Optimising Website URLs For SEO\",\"datePublished\":\"2026-03-26T02:11:25+00:00\",\"dateModified\":\"2026-03-27T13:19:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.e-cbd.com.au\/blog\/seo\/optimising-urls-for-seo\/\"},\"wordCount\":1583,\"publisher\":{\"@id\":\"https:\/\/www.e-cbd.com.au\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.e-cbd.com.au\/blog\/seo\/optimising-urls-for-seo\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.e-cbd.com.au\/blog\/wp-content\/uploads\/2023\/08\/canva-url-friendly.jpg\",\"articleSection\":[\"SEO\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.e-cbd.com.au\/blog\/seo\/optimising-urls-for-seo\/\",\"url\":\"https:\/\/www.e-cbd.com.au\/blog\/seo\/optimising-urls-for-seo\/\",\"name\":\"SEO URLs - 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