How to generate SEO-friendly URLs that rank higher & attract clicks

Imagine this: your website’s link lands in the search results. Isn’t that a good start? 

But then you notice it reads like a random string of nonsense, full of messy parameters and no clues about what the page is about. 

That’s the problem with non-optimized URLs. With around 13.7 billion searches happening on Google every single day in 2025, each URL becomes a tiny battleground for clicks and visibility.

Now here’s where it gets even worse. A confusing, long URL won’t just annoy visitors; it can drag down your search ranking and click-through rate, spoiling your chances even before users arrive. 

The perfect solution?

Crafting SEO-friendly URLs that both search engines and real humans love. In the following sections, we’ll discuss exactly what an SEO-friendly URL looks like and why it matters so much.

So, let’s get started!

What is an SEO-friendly URL?

An SEO-friendly URL is simply a web address that’s easy to read, meaningful to both people and search engines, and gives a quick clue about what the page is all about. 

According to experts, “such URLs are unique URLs or links designed to meet the high standards of Google search engines and users”.

Key characteristics of SEO-friendly URLs:

• Descriptive: It clearly describes the content of the page, so someone taking a quick look at it can guess what it’s about.
• Keyword-rich: It includes the page’s main topic or keyword, not in a spammy way, but naturally.
• Human-readable: It treats humans in a really nice way. No strings full of code, numbers, or random characters.
• Short & precise: It doesn’t carry on forever. The shorter and more to the point it is, the easier it is to remember and share.
• Lowercase letters: Using all lowercase letters avoids confusion and problems with case-sensitive systems.
• Static (not dynamic): It avoids long query strings, lots of URL parameters, and IDs, keeping the link stable and meaningful.
• Use hyphens: Words are separated by hyphens (“-”) rather than underscores (“_”) or no separators, because search engines treat hyphens as word breaks.

By sticking to these attributes, your URLs become far more user-friendly, shareable, and better understood by both search engines and humans.

Example of an SEO-friendly URL (bad one):

Example of an SEO-friendly URL (good one):

Why SEO-friendly URLs are important

Your URL is more than a link. It’s a sneak peek into your content! 

When your URLs speak the same language as your audience and search engines, you win on multiple fronts — more clicks, better rankings, greater trust, and ease of use.

Here’s why SEO-friendly URLs matter:

• Improves search engine rankings: A clean, descriptive URL gives search engines helpful context about your page. Even if it’s a moderate factor, it adds up.
• Enhances click-through rates: When users see a URL that makes sense and reflects the content, they’re more likely to click. Descriptive URLs like “exampledotcom/best-coffee-recipes” attract more clicks than generic ones like “exampledotcom/page123”.
• Better user experience: Easy-to-read URLs help users understand what a page is about before they click, which builds confidence.
• Enhances user trust & avoids confusion: A cluttered or disorganized URL full of parameters and random numbers looks inadequate; a clean and readable one feels trustworthy and credible.
• Make search results more meaningful: When the URL itself contains readable words relevant to the content, search results become more transparent and aligned with user intent.
• Enhances crawlability & indexing: Search engines prefer logical, structured URLs. They’re quite easier to crawl and index.
• Optimizes link sharing: Clean, short URLs are easier to copy, paste, and share on social media and other sites, boosting visibility.
• Simplifies site navigation: A well-organized URL structure helps users and crawlers understand your site’s hierarchy and navigate more intuitively.
• Supports a long-term SEO strategy: Rather than quick fixes, an SEO-friendly URL structure lays the foundation for scalable, maintainable SEO over time. This helps in fewer redirects, no broken links, and less confusion.

20 best practices for creating SEO-friendly URLs

Crafting SEO-friendly URLs isn’t just about adding keywords; it’s about building clear, meaningful links that both users and search engines can easily understand.

To help you get it right every time, here’s a quick breakdown of the essential do’s and don’ts. Simple rules you can follow to make every link count.

Do’s	Don’ts
Use descriptive keywords: Include primary keywords relevant to the content.	Avoid keyword stuffing: Repeating the same keyword excessively.
Keep it short and simple: Aim for concise and easy-to-read URLs.	Avoid long URLs: Don’t include unnecessary words or parameters.
Use hyphens to separate words: Makes URLs more readable for both users and search engines.	Avoid underscores or spaces: These can confuse search engines and users.
Ensure the URL structure matches the site hierarchy: Helps users navigate more easily.	Avoid complex structures: URLs with excessive parameters or IDs are harder to read and rank lower in search results.
Use lowercase letters: Prevents duplicate content issues.	Avoid mixed-case URLs: They can cause confusion and potential errors.
Make it evergreen: Use URLs that remain relevant even as content updates.	Avoid dates in URLs: Limits the perceived freshness of content.
Optimize for mobile users: Ensure URLs are user-friendly on mobile devices.	Avoid unintuitive URLs: Random strings of letters and numbers are off-putting.
Use secure URLs: Always use HTTPS to build trust and boost rankings.	Avoid HTTP: Non-secure links can harm rankings and trust.
Test URLs periodically: Ensure they lead to the correct pages and load properly.	Avoid broken links: Damages SEO and user experience.
Incorporate branding when possible: Branded URLs boost recognition.	Avoid generic URLs: URLs like “page1.html” lack context.

Let’s take a closer look!

1. Optimize the URL slug

The URL slug is the part of the URL after the domain name, such as:

Keep it relevant and descriptive, clearly signaling the webpage’s content.

Take out non-essential words in the slug, such as random characters, special symbols, and numbers that don’t contribute to clarity.

Helpful Tip: If you’re updating content, avoid changing the slug unless necessary, to retain backlinks and traffic.

2. Choose a top-level domain (TLD)

Your domain extension (e.g., .com, .edu, .net, .org) influences user trust. While TLDs don’t directly affect SEO, “.com” is widely recognized and preferred by users, which creates a sense of credibility and reliability.

3. Keep the URL short & precise

Short links, or URLs, perform better in search engines and are easier to remember and share. Aim for a URL length of under 60 characters. While Google doesn’t penalize long URLs, shorter URLs contribute to a better user experience and higher click-through rates.

4. Avoid using the full blog title as the URL

Don’t use complete blog titles as your URL slug, as they can use up unnecessary characters. Long blog titles result in lengthy URLs.

Optimize your URL by choosing a relevant focus keyword related to that web page. The aim should be to create descriptive URLs, so users are not confused about the particular page’s content.

5. Remove punctuation marks

Punctuation can unnecessarily complicate URLs, making them harder to handle efficiently. By eliminating them, you can create clean, user-friendly URLs that are easy for both visitors and search engines to interpret.

6. Incorporate the primary keyword (must)

Including the primary keyword in your URL contributes to improved SEO. This practice reinforces the topic of your page, increasing its likelihood of matching search queries and ranking higher in search results. 

For instance, if you’re offering SEO services in a specific region or state, using a URL that emphasizes “SEO services in California” helps signal both the service and location to search engines. This strategy not only strengthens your local search ranking but also attracts users specifically looking for SEO services in California.

7. Use lowercase letters

Some servers treat uppercase and lowercase URLs differently, potentially causing duplicate content issues. Stick to lowercase to avoid complications and ensure SEO-friendly URLs.

Note: WordPress users shouldn’t worry, as it automatically puts URLs in lowercase and adds hyphens.

8. Use hyphens, not underscores

Google treats hyphens as spaces, making it easier to analyze your links. Underscores, however, can obscure your meaning. 

For example:

• Good: seo-friendly-url
• Bad: seo_friendly_url

Using hyphens makes it easier for Google’s web crawlers to understand and estimate the information on your website, helping in generating steady results.

9. Incorporate keywords strategically

Keywords in URLs can boost SEO and enhance user understanding. But it is a good practice to avoid keyword stuffing. 

1–2 keywords are enough. You must never repeat a keyword in a URL. Google will never reward you for using the same keyword in a URL more than once.

For instance:

• Good practice: 

• Bad practice: 

10. Limit folders & subfolders in the URL structure

Keep URLs short and straightforward by minimizing the use of folders and subfolders. This practice improves readability and user experience, as excessively nested subfolders can make navigation complex for visitors and search engines.

11. Use canonical tags for duplicate content

If the same content exists on multiple URLs, canonical tags tell search engines which version is the original. This prevents duplicate content issues and ensures proper indexing. 

Look at the figure below to know how canonical tags work:

12. Prefer static over dynamic URLs

Static URLs are more straightforward, easier to read, and more SEO-friendly. Dynamic URLs, on the other hand, are less search-engine-friendly, include UTM parameters, and are complex to understand.

Pro Tip: Using a first-rate, SEO friendly short URL generator gives you more control over your links through customization and tracking.

Read also: Dynamic URLs vs. Static URLs

13. Avoid redirect loops & broken links

Minimizing redirect loops improves site speed and user experience. While redirects are sometimes necessary, excessive use can lead to issues with search engine crawlers. When needed, opt for 301 redirects for better SEO results.

Besides, regularly check for and fix broken links, as they can harm your site’s credibility, disrupt user journeys, and negatively impact your SEO performance.

14. Utilize futureproof URLs

Refrain from incorporating dates in URLs to prevent content from becoming outdated. Futureproofing URLs by excluding time-sensitive information enables content updates without altering the URL structure.

15. Hide “www” and HTTPS prefixes

Modern browsers already indicate secure connections with a lock icon, so hiding prefixes like “www” or “https” can streamline your URLs.

For instance:

Related: HTTP vs. HTTPS: Which one to choose & what’s the difference?

16. Employ sub-domains when necessary

Sub-domains can help organize content for specific markets or purposes. Anyhow, use them conservatively to avoid diluting your website’s authority. 

These domains improve navigation and organize your website. The end goal of SEO is to improve user experience, and sub-domains just do that.

17. Eliminate stop words

Words like “the,” “is,” or “of” are often unnecessary in URLs. Removing them reduces URL length while retaining clarity.

For example:

• Before (👎):

• After (👍):

18. Use “safe” characters

Stick to alphanumeric characters and hyphens in your URLs. Avoid spaces, &, %, #, and other special symbols that require encoding and may confuse both users and search engines.

19. Prioritize readability

Your URL should clearly convey what the page is about. Use meaningful words, separate them with hyphens, and keep it easy to read so both users and crawlers understand it at a glance.

20. Avoid over-optimization

Don’t force keywords into the URL or make it unnaturally long. Overloaded, spammy URLs harm user trust and may reduce SEO value even if technically allowed.

Make every link count: Build SEO-friendly URLs with Replug!

And there you have it! 

Everything you need to know about creating SEO-friendly URLs that rank higher, attract clicks, and keep your visitors coming back. 

Remember, a clean, clear URL isn’t just suitable for search engines; it’s a trust signal for real people, too. So, take a few minutes to clean up your links, and you’ll see the difference in your traffic and engagement.

Ready to take things up a notch? Give Replug a try today! It’s one of the best tools out there for generating short, branded, and truly SEO-friendly URLs!

Frequently asked questions