UA What Is a URL and Why Does It Matter?
A URL (Uniform Resource Locator) is a unique identifier for a page or resource on the internet. It consists of:
- A protocol (HTTPS, HTTP).
- A domain name (for example, starosta-agency.com).
- A path to the specific page or file.
A well-built URL makes navigation easier and has a positive effect on a site’s SEO.
How URL Structure Affects SEO in 2025
Under Google’s latest algorithm updates, well-formed URLs are part of the broader E-E-A-T concept (experience, expertise, authoritativeness, trustworthiness). A clear, logical URL structure helps Google better understand what a page is about and what topic it covers.
“Structured, concise, and clear URLs make it much easier for search engine algorithms to understand the content, and they increase the chances of a page being noticed by users in the results.”
— John Mueller, Senior Search Analyst at Google
A well-built URL helps improve CTR (click-through rate) and rankings in search results.
What Is an SEO-Friendly URL (a “Human-Readable URL”)?
These were originally called Search Engine Friendly URLs. They’re addresses that are easy for people to read and that clearly convey what the page is about.
Examples of Good and Bad URLs:
- Bad example:
example.com/?p=12345 - Good example:
example.com/blog/url-structure-guide
The second version is clear to both people and search engines.
The Main Benefits of Human-Readable URLs in 2025
Benefits for Users:
- Easy to read and understand at a glance.
- Easier navigation through the site’s categories.
- Easier to remember and share.
Benefits for SEO:
- Improved CTR (click-through rate in search).
- Higher page relevance for target keywords.
- More effective link equity flow with anchor-free links.
Basic Requirements for Building a Proper URL in 2025
To build a quality URL, keep the following requirements in mind:
Optimize for Keywords
It’s important for a URL to contain the target keyword or phrase. This helps improve the page’s relevance in search results.
Keep It Concise
An optimal URL should be around 60–70 characters and no more than 4–5 words. This keeps the URL fully visible in search results and easy for users to read.
Make It Informative and Logical
A URL should clearly convey what the page is about and make sense to a user even out of context.
Use a Hierarchical Structure
URLs should reflect the site’s structure. For example:
example.com/category/subcategory/product
This shows a correct structure, but you shouldn’t nest URLs too deeply.
Key Recommendations for Building URLs
Use Transliteration, Not Translation
Transliterating local-language words (for example, “duhovky”) is a better choice than translating them (for example, “ovens”), since search engines may not recognize the two as synonyms.
“Non-Latin characters in a URL are less convenient because they can turn into strings of unreadable symbols. Transliteration keeps things clear and user-friendly.”
— Brian Dean, SEO expert and founder of Backlinko.
Use a Hyphen (-) as the Word Separator
Google officially recommends using a hyphen as the word separator in URLs.
Avoid Uppercase Letters and Special Characters
Using uppercase letters (ABC) and special characters (#, %, @) isn’t recommended, since it can cause technical errors or hurt SEO.
How to Create SEO-Friendly URLs on Popular CMS Platforms
Setting It Up in WordPress
WordPress makes it easy to set up your URL structure:
- In the dashboard, go to “Settings” → “Permalinks.”
- Choose one of the recommended options or create a custom one in the “Custom Structure” field.
- Use a transliteration plugin (
CyrToLat) if you need one for non-Latin content.
Setting It Up in WooCommerce and OpenCart
For WooCommerce stores, it’s enough to configure URLs through WordPress’s standard settings. In OpenCart, there’s a dedicated SEO URL field in the “Data” tab of each product. You can automate the process with an “auto-fill” module.
Common Mistakes When Building SEO URLs
- Using complex parameters (
?id=,&cat=) - Nesting categories too deeply
- Ignoring canonical URLs when content is duplicated
- Translating words instead of transliterating them
- Using special characters and spaces
“It’s important to build a URL structure you won’t need to change later. URL redirects can temporarily affect a site’s rankings and cause it to lose some of the authority it has built up.”
— Marie Haynes, SEO consultant and founder of Marie Haynes Consulting
✅ Quality (SEO-friendly) URL ❌ Poor-quality URL 🔍 Explanation site.com/blog/seo-url-optimizatsiiasite.com/?p=54321Clarity, descriptiveness, and the use of keywords. site.com/duhovky/vbudovani-duhovky-boschsite.com/index.php?cat=14&product=789Logical hierarchy, clear category and product names. site.com/novyny/oglyad-iphone-16-prosite.com/news/?id=12345Informative and clear representation of the page content. site.com/services/stvorennia-saitu-pid-kliuchsite.com/service_page.php?sid=00123No unnecessary parameters, a human-readable address. site.com/kursy/kursy-python-onlainsite.com/page?id=876&lang=ua&type=courseNo unnecessary parameters, convenient for users. site.com/catalog/smartfony-applesite.com/products.php?brand=apple&type=smartphone&ref=56Clear URL, concise, and better indexing. Good and bad SEO URLs
Summary and Conclusions
SEO-friendly URLs are an important part of SEO in 2025. Their role goes far beyond aesthetics — they affect rankings, ease of navigation, relevance to search queries, and CTR.
That said, it’s worth remembering that a good URL is only one part of a site’s overall on-page optimization: content, technical setup, and usability all matter too. A comprehensive approach is the key to effective website promotion in 2025.
