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.