Website URL structure is an important part of SEO that is underestimated by many. Beyond putting keywords into the URL, many don't give it second thought. And yet, it is one of the simplest and most important things to optimize, and plays an important part in search results. Today, we will discuss some URL optimization techniques to improve your websites' rankings.When talking about URL structures, a few things come to mind, namely the URL length, keywords, sub-directories, special characters, and the effect of each of them on direct traffic as well as search visibility. Let's start with the simplest of them all.
The URL length isn't a game changer in search rankings, but it still is an important factor. Not to say that long URLs don't rank well - they can because it ultimately boils down to the content. But on average, the dominating search results mostly average between 35-40 characters.
Not only that, the URL length is a major contributor when it comes to direct traffic - i.e. people who come over by typing the URL into their browsers. The shorter the URL, the easier it is to remember.