Create Keyword URL Combos To Boost Profits

view od desk with mobile phone showing online marketing on screen

Are you a CEO? A Marketing Manager? A PPC Specialist?

No matter your title or the industry you’re in, every business is looking to increase awareness, leads, and conversions in the digital marketing landscape, and one of the most effective ways to accomplish this incredibly competitive task is actually simpler than you’d think.

Give Your URL Design the Attention It Deserves

In today’s blazing-fast digital marketing world, there are thousands upon thousands of templates and frameworks for SEO best-practices that are guaranteed to elevate your businesses’ leads, conversions and ultimately, profits. Well, designing an easily digestible, user-friendly URL is a must if your business is looking to elevate its search-engine rankings and ad placement.

The saying goes, “work smarter, not harder” and usually when you hear that phrase, it’s coming out of someone’s mouth in a sarcastic manner. Well, there’s no sarcasm here. With the ever-increasing changes in technology, if you’re not working smarter for your business you’re not innovating properly.

There are SEM and AdWords efficiency tools like ClickScore that can instantly improve your Google AdWords relevancy and spend. There are interactive content and project management systems like Trello or Monday that allow you to maximize every person on your team’s productivity.

However, the simple practice of designing a user-friendly URL seems to be completely sliding under the radar, and it is almost guaranteed to improve your company’s digital marketing traffic and conversion rates.

If your business is looking for SEO tips to work smarter and improve your search engine rankings, review the blog, download the additional content, show it to your SEO team, and place more focus on the little things like URL design to boost your brand.

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What is a URL?

A URL or Uniform Resource Locator is the block of digestible text that’s designed to replace the long numeric strain known as an IP address that computers use to communicate with servers.

Since no warm-blooded mammal wants to constantly look at strings of numbers and attempt to decipher what they mean, a keyword URL combination help clarify and describe the file structure on your company’s website.

When it comes to your website’s performance, your URLs are one of the first things Google and customers see. A user-friendly URL is a blueprint for constructing an effective and relevant website and when designed correctly they will confidently direct your customers to their desired destinations.

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Every URL Should be Designed Like This

They all consist of a protocol, domain name, and path and typically follow this basic format:


  • The URL protocol indicates how a browser should retrieve information about a resource. Normally they are http:// or https://.
  • The URL domain-name is the easily digestible description of the specific location where your businesses resources are located.
  • The top-level-domain is the category for your URL. The most common are .com for businesses, .edu for educational sites, and .gov for governmental sites, but there’s also many more, like .biz for small businesses and .io for technology.
  • The URL path will contain identifying elements like folders or subfolders on your website.

For an advanced SEO look into designing a user-friendly URL and how it can increase profits, download Evolve Digital Labs Tips On URL Structure at the bottom of the blog.

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How a User-Friendly URL Design Can Increase Profits

A user-friendly URL is subliminal advertising at its best. It’s yet another tactic for your digital marketing specialist or SEO expert to grab your audience’s attention and say, “hi, I’m relevant to you.”

Now, there’s no question, the average customer searching through Google isn’t necessarily thinking about impeccable URL design, but when it’s done right, your business will immediately attract your customer’s attention and you’re more likely to generate quality leads.

Just like using the color red or yellow for branding purposes, a descriptive, eye-pleasing URL does the same thing, it unconsciously attracts your customer. There’s a reason why most fast-food chains use those colors, just like there’s a reason why most successful websites stick to a user-friendly URL structure. Because it works!

In a time when our consumer’s attention spans are getting shorter and shorter, any strategic tactics to gain their attention are more valuable than gold. There’s simply too much information bombarding them to go about it any other way.

So, when I say the structure of your company’s domain name and URL is one of the most important pillars of any revenue-generating digital marketing search campaign, I mean it.

If your team produces simple, informative, easy-to-read URLs, not only will your mobile and desktop websites produce better click-through-rates and conversions, but search engines will reward you with better Quality Score and ad placement.

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Why Does URL Design Matter for Search Engine Optimization

There are 2 main benefits of a user-friendly URL Design:

  • User Experience
  • Rankings
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01. User Experience

A well-crafted URL provides your consumers, Google, and all the other search engines with an easy-to-digest indication of what your website’s pages will be about. Let’s say you’re searching for the best dog grooming tools for your puppy and see this URL.

The user-friendly, descriptive URL provides a crystal-clear vision of what the destination page is about. It increases their confidence in your brand, while providing your customers with an improved user experience.

When your URL makes it unmistakably clear what your customer will see if they click the link, they’ll more than likely click on it.

However, if your customer saw something like…

What is with all those numbers and letters? Your user might recognize the site is about the wonderful world of dog grooming, but with an extension containing all those seemingly random numbers and letters, your customer has absolutely no idea what page they’re being taken to. That URL may have lost its coveted click because it’s not as user-friendly.

Every time your brand launches a new page on your domain, it should have a clear visual purpose.

Whether it’s conversion based, educational, or lead generating, every URL should be 100% clear to your customer and give them the confidence that you’re going to complete their desired outcome.

Your company’s goal for any URL is for the page to be discovered by the right customers. But you also want to appease the Google bots as well. Therefore your SEO team must incorporate keyword research and include relevant terms in the URL design.

A Google Partner SEO Tip for Keyword URL Combination Design:

Plan for the future. One of the biggest challenges any SEO team faces when defining a URL structure is ensuring that it will fit your business goals several years down the line.

For this reason, most companies’ websites end up as a Grateful Dead-esque patchwork quilt of sub-domains and contrasting paths. Consistency and repetition are key to successful and profitable URL designs.

For example, let’s say your customer is now searching for hair brushes for their dog.


The first URL flows quite nicely from domain to category, to end product. The second URL cuts straight from domain to product offering. They both are well designed from a descriptive perspective, however, the first example may prove to be more fruitful for your business.

Either way your team designs your URLs, it’s essential to lay out your URL structure in advance. Take the time and work together with your marketing team to understand the future direction of your businesses online presence, then add your team’s SEO knowledge to shape the link architecture.

Remember, your company’s URL design may not be perfect the first time around, but the more your team plans, the more descriptive and user-friendly the links will become.

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02. Rankings

The goal for your company online is to dominate the search engines, there’s no if’s, and’s, or but’s about it. Whether it’s Google, Yahoo, or Bing, your website’s URLs play a part in how search engines rank your website and determine its relevance to a prospective customer’s search query.

A descriptive URL can serve as its own anchor text when copied and pasted as links in forums, blogs, social media networks, or other online venues, making your customer’s job that much easier.

Poorly optimized URLs like seen below appear overwhelming and aggressive, and instead of garnering clicks they’ll actually deter them.

Clean, descriptive URLs like the example seen below provides users with additional content that ensures them your business is going to complete their job for them.

Remember, truly effective search engine optimization is about the little things your SEO strategist or marketing team can alter to help your site rank better. Making any URL structure more appealing will give a bump to those search engine rankings and increase profits online.

Must Know Tips for Creating Profitable URL Designs

Because Evolve Digital Labs has performed countless website audits, we’ve seen a myriad of sites with URLs that don’t explain what their website pages are about.

Take it from any SEO expert, even the Google Webmasters want you to use keywords in your URL, this will increase the likelihood of your site ranking for the terms you’re spending valuable advertising money on. Think of it like this: Don’t just make your URL keyword-friendly, make your keyword URL friendly as well.

Let’s say your customer is searching Google for some helpful tips on how to design a user-friendly URL. Two links pop up on the first page of search results.

That URL above means practically nothing to your customer. Sure, they might be able to assume that this is a website page about SEO tactics, but they don’t know anything about the path they’re being led down. For all they know, their computer could explode if they click on that link.

If your site is presently using that kind of URL structure, we’d suggest reconfiguring the URL design to make them more SEO friendly and descriptive to your audience, like the example below…

Right off the bat, your customer is certain that this link will take them to a page explaining how to design a user-friendly URL.

Truly effective content isn’t based on great creative, it’s based on great data analysis. Big Data is a copywriter’s muse whispering into his or her ear, telling them what to write, then it’s on the creator to give it purpose.

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Additional User-Friendly URL Design Tips

  • Avoid “and’s” or “the.” These are just distractions and can be stripped out of the URL altogether.
  • Keep tabs on lower-case and upper-case URLs. Use canonical tags to mark the lower-case URL as the preferred version or use permanent redirects.
  • Hashtags can be helpful when you want to send users to a specific section of a page, but try to minimize hashtags in other conditions.
  • Stick with hyphens to separate words within your URL design. Underscores will join two words together, so be very careful when using these.
  • Google gives you 512 pixels for your URL, after that they will truncate your URL in search results.
  • Avoid too many keywords. While having keywords in your URL design is a positive thing, too many may be abrasive to a potential customer.
  • Keep URLs simple and relevant. Your goal is for your users and search engines to understand the URL, so keep it clean.
  • Do not use spaces to separate words.

In closing…

Make sure your team fully understands these four customer questions before producing your brand’s next URL Design:

  1. What are they trying to know?
  2. Where are they trying to go?
  3. What are they trying to do?
  4. What are they trying to buy?

If your URLs are answering one or all of these jobs then your company is on its way to creating user-friendly, clickable, and profitable URL design.

When your brand studies the job that your customers are trying to get done, rather than the end-product, your team is minimizing loss to the greatest degree, ensuring you are reaching the right customers with the right content at the right time.

Increased revenue will follow suit.

If your business is looking for additional tips on URL Structure and how it can improve your search engine rankings and convert more leads into paying customers, download Evolve Digital Labs’ framework on User-Friendly URL Design.

Evolve Digital Labs is a certified Google Partner, specializing in Search Engine Marketing, Online Lead Generation, Performance Website Audits, Website Optimization, and Content Creation in the Healthcare, Telecom, B2B, and Business Innovation sectors.

Awarded Inc. 5000 America’s Fastest Growing Private Companies for 2016

Awarded Inc. 500 America’s Fastest Growing Private Companies 2015 & 2014

If you’re looking for a path that’s paved in success it might be time to Evolve your brand.

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