Don’t underestimate the power of a well-structured URL. Many people believe a visually appealing website filled with valuable content is all it takes for a successful online storefront. However, the URL structure shouldn’t be overlooked. It can greatly influence user experience, navigation, and search engine relevance.

In this blog post, we’ll explore why a website’s URL structure is important and how it can impact your site’s performance.

What is a URL?

A Uniform Resource Locator (URL) is a unique address that identifies a specific web page on the internet. A typical URL (also referred to as a web address or website link) consists of several components, including the protocol, domain name, path, and sometimes additional parameters.

For example, in the URL, the protocol is “https”, the prefix is “www”, the domain name is “,” and the path is “custom/mobile-apps.”

Benefits of a Well-Structured URL

A well-structured web address helps search engines understand the content and purpose of a page, making it easier for them to rank it appropriately. Here’s how a concise, organized URL can positively impact search engine optimization (SEO) and website performance:


Including relevant keywords can help search engines and users understand your page’s topic. For example, a link like “” clearly indicates the page’s content.

Click-Through Rates

Clear, concise, and descriptive URLs tend to attract more clicks from users in search results. When users see a web address that aligns with their search query or indicates a credible source of information, they are more likely to click on it.

Hierarchy and Organization

Structuring your website links in a hierarchical manner can help search engines understand the relationships between different pages on your website. For example, followed by indicates that the latter is a subpage of the former.

User Experience

A well-structured URL also enhances the user experience. Clear and concise web addresses provide users with a sense of trust and professionalism. Users can easily identify a page’s topic and gauge its relevance by looking at the URL. A messy or unclear address can confuse users and increase bounce rates.


Regarding branding, web addresses should be memorable, consistent, and reflect your brand identity.

A well-structured URL with your brand name can create brand recognition and reinforce your branding efforts. When users see your brand name in the URL, it helps establish trust and credibility. It also makes it easier for users to remember your website and share it with others.

Tips for a Well-Structured URL

To optimize your website’s URL structure, consider the following tips:

  • Use relevant keywords in the URL that accurately describe the page content.
  • Keep the URL short and concise while being descriptive.
  • Use hyphens (-) to separate words in the URL. Search engines interpret them as word separators.
  • Avoid using stop words like “and,” “the,” or “but” in the URL.
  • Maintain a logical and hierarchical structure for subpages. Use slashes (/) to separate different levels of the hierarchy.

Changing your URL structure

If you realize that your current URL structure is not optimized or aligned with your SEO strategy, it is possible to change it. However, it requires careful planning and implementation to avoid negative impacts on your website’s organic traffic. Follow these steps to change a web address effectively:

  • Set up proper 301 redirects from old URLs to new URLs to ensure that existing inbound links or bookmarks continue to work seamlessly.
  • Update internal links to point to the new URLs.
  • Notify search engines of the change by submitting an updated sitemap.
  • Update any external links pointing to your website whenever possible.
  • Contact your website maintenance provider or SEO manager if you don’t feel comfortable updating the URLs yourself.

When in Doubt, Contact Professionals

At Vervocity, we specialize in optimizing URL structures to maximize the potential of every website. Whether you’re looking for innovative website design or top-tier SEO services, our team is dedicated to elevating your online presence. Call us at (217) 222-1451 or contact us online today for a free quote on our services!