URL Slugs & Why They Matter for SEO

Neil Patel
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Author: Neil Patel | Co Founder of NP Digital & Owner of Ubersuggest
Published October 18, 2024
A graphic that says URL slugs and why they matter for SEO.

Wondering why your URLs aren’t helping your SEO efforts as much as you thought? The answer might be hiding in your URL slugs. These small yet crucial parts of your web address can make or break your SEO strategy. 

In this article, I’m going to break down why URL slugs matter for SEO, how they impact your rankings, and, most importantly, how to optimize them. Let’s dive in and make sure your SEO-friendly URLs are working as hard as your content is.

Key Takeaways

  • Optimizing URL slugs can boost your SEO by making your URLs more readable and descriptive, helping search engines and users better understand the content of your page.
  • Clear, concise slugs improve click-through rates by giving users an immediate idea of what to expect, increasing the likelihood they’ll visit your page.
  • Including relevant keywords in your slugs helps signal to search engines what your content is about, though it’s a lightweight ranking factor, it can still enhance user experience.
  • Well-structured URL slugs make your content easier to share and remember, which can improve user engagement and trust in your website.
  • Clean, optimized slugs minimize unnecessary characters and complexity, making it easier for search engines and users to navigate your site effectively.

Table of Contents

What Is a URL Slug?

A URL slug is the part of a URL that comes at the end, after the domain and any folders. For example, in the URL “https://neilpatel.com/blog/complete-guide-structuring-urls/,” the slug is “complete-guide-structuring-urls.” 

A Neil Patel URL.

Source: Neil Patel

Slugs are important because they tell both users and search engines what to expect from a page. A good slug is short, easy to read, and gives a clear indication of the page’s content. 

Why URL Slugs Matter for SEO

URL slugs play an important, but often misunderstood, role in SEO. While they aren’t the most powerful ranking factor, they still carry weight in how search engines like Google interpret the content of your page.

According to Google’s John Mueller, “Keywords in URLs are overrated for Google SEO. Make URLs for users.” He also stated words in a URL slug are a “very, very lightweight ranking factor.”

Source: Search Engine Journal

This means that while having a keyword in your URL might help Google understand the content before it crawls the page, its impact on your ranking is minimal once the page is indexed. 

However, there’s still value in optimizing your URL slugs. Why? Because a well-crafted slug improves user experience. Imagine seeing two URLs in search results:

  • https://example.com/blog/email-marketing-tips
  • https://example.com/blog/123abc45

The first URL is clear, descriptive, and lets users know exactly what the page is about. The second is vague and uninviting, which could lead to fewer clicks. A clear URL builds trust with your audience, and if it contains your target keyword, it can also make your page seem more relevant in search results—boosting your click-through rate (CTR).

While Google may not heavily weigh URL slugs in its ranking algorithm, they still matter from a user perspective. And when you create URLs that are easy to read, descriptive, and include your main keyword, you’re helping both users and search engines navigate your content more effectively. That’s why a clean, keyword-optimized slug can give your page a slight edge in search, while also improving the user experience.

Best Practices for Creating URL Slugs

A well-structured URL slug is more than just good SEO—it enhances the overall user experience. Additionally, clean and consistent slugs contribute to better canonicalization, helping search engines understand the primary version of your content. With well-optimized slugs, your site becomes easier to navigate, share, and remember. Here’s how to get it right.

1. Be Concise But Descriptive

Your URL slug should be short but give a clear idea of what the page is about. The best practice is to use only the words that matter and leave out unnecessary ones. Long slugs can be confusing, harder to read, and more likely to get cut off in search results.

For example:

  • Good: /email-marketing-tips
  • Bad: /the-best-email-marketing-tips-for-every-business

The first slug is clear and to the point, while the second one is unnecessarily long and cluttered. Remember, a concise slug is easier for both users and search engines to understand.

2. Separate Words With Hyphens

When separating words in your URL slug, always use hyphens. Google recommends hyphens because search engines treat them as word separators, which makes your slugs more readable. Avoid using underscores or running words together.

For example:

  • Good: /best-hiking-trails
  • Bad: /best_hiking_trails or /besthikingtrails

Using hyphens ensures that both users and search engines can easily understand your slug and categorize the content correctly.

3. Use Lowercase Characters

While it may seem trivial, always use lowercase letters in your URL slugs. URLs are case-sensitive, and some servers treat uppercase and lowercase letters differently. Sticking to lowercase helps you avoid potential issues with broken links and inconsistencies.

For example:

  • Good: /digital-marketing-strategies
  • Bad: /Digital-Marketing-Strategies

Lowercase URLs are easier to type, share, and manage, ensuring a smoother experience for users across all platforms.

4. Don’t Use Special Characters

Avoid using special characters like &, %, or @ in your URL slugs. These symbols can cause issues with browsers and interfere with search engine indexing. Not only can special characters break URLs in some systems, but they also make your slugs look messy and untrustworthy.

For example:

  • Good: /best-pizza-recipes
  • Bad: /best-pizza@recipes%2024

The clean version is easier to read and more reliable across platforms. Keep it simple, and stick to letters, numbers, and hyphens for optimal results.

5. Keep Slugs Evergreen

It’s important to create slugs that stand the test of time. Avoid using dates or other information that might become outdated quickly. For instance, if you’re creating a post about the best SEO tips, don’t include the year in the slug. This keeps the content relevant and prevents you from having to update the URL down the line.

For example:

  • Good: /best-seo-tips
  • Bad: /best-seo-tips-2023

Keeping your slugs evergreen helps you avoid unnecessary updates and keeps your content looking fresh, even after a few years.

6. Include Your Primary Keyword

Including your primary keyword in the URL slug can help signal to Google what your page is about. But remember, it should feel natural and relevant to the content. Overstuffing or forcing keywords can make the slug look spammy, which could turn users away.

For example:

  • Good: /email-marketing-strategies
  • Bad: /email-marketing-strategies-for-seo-in-2024

In the first example, the keyword is present and clear, while the second feels cluttered. A clean, keyword-focused slug enhances both user experience and SEO.

How to Change or Update a URL Slug

If you ever need to change or update a URL slug, it’s crucial to do it the right way to avoid damaging your SEO efforts. The key here is setting up a 301 redirect. A 301 redirect tells search engines and users that the old URL has permanently moved to a new one, helping you avoid broken links and preserving your SEO value.

Here’s a simple process:

  1. Update the slug in your CMS: Most platforms, like WordPress, allow you to edit slugs directly. Just head to the page or post you want to change and update the slug field.
Updating the slug in WordPress.
  1. Set up a 301 redirect: After changing the slug, you need to set up a 301 redirect from the old URL to the new one. This ensures that anyone visiting the old link is automatically redirected to the new one. Most SEO plugins, like Yoast or Rank Math, have this feature built-in.
  2. Test the URLs: Once you’ve set up the redirect, test the new URL to make sure it loads correctly and it appears as expected. You will also want to test the original URL to verify the redirect is functioning properly.

Don’t skip the 301 redirect. Without it, you could lose traffic and harm your search rankings if people hit a 404 page instead of your updated content.

FAQs

What is a URL slug?

A URL slug is the part of the URL that comes after the domain name and identifies the specific page. For example, in “neilpatel.com/blog/seo-copywriting/,” the slug is “seo-copywriting.”

What is the difference between URL and URL slug?

The URL is the entire web address (e.g., “https://neilpatel.com/blog/seo-copywriting/”), while the URL slug refers to the part of the URL after the domain name (in this case, “seo-copywriting”).

Does the URL slug affect SEO?

Yes, but it’s a minor ranking factor. While keywords in the URL slug can help search engines understand your page, it’s a lightweight signal. However, a clean, keyword-focused slug can improve user experience and click-through rates, which indirectly benefits SEO.

Conclusion

A well-crafted URL slug can help both search engines and users understand your content better. By keeping your slugs concise, descriptive, and keyword-rich, you create a smoother experience for visitors and give your pages a slight SEO advantage. 
Remember, while URL slugs are a small piece of the puzzle, they still contribute to the bigger picture of optimizing your content and following SEO best practices that drive better rankings and engagement.

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Neil Patel

About the author:

Co Founder of NP Digital & Owner of Ubersuggest

He is the co-founder of NP Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.

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Neil Patel

source: https://neilpatel.com/blog/url-slugs/