URL Structure Best Practices in 2025: Key Strategies to Boost Your On-Page SEO
A well-optimized URL isn’t just about looking clean, it’s a key part of your on-page SEO strategy. In 2025, URL structure best practices play a bigger role than ever in how search engines understand and rank your content. Whether you’re launching a new site or updating existing content, getting your URL structure right is non-negotiable if you want to stay competitive.
In this guide, we’ll walk you through the most effective strategies to structure URLs for better SEO performance. From keyword placement to using 301 redirects correctly, every detail counts.
Want a deeper dive into optimizing every element on your page? Check out our complete on-page SEO guide for more practical tips.
What Is A URL?
URL, or Uniform Resource Locator, is the web address you type to visit a page online.
You can see it like a street address, but for web pages. It tells browsers exactly where to find specific content. A well-crafted URL not only directs users but also gives search engines context about your page.
Search engines use URLs to understand site hierarchy and content relationships. A flat, logical structure improves crawlability and user navigation. If your URLs are messy or confusing, you risk lower visibility.
What Is A URL structure?
A URL structure is the format and organization of a webpage’s address on the internet.
Think of it as your website’s file cabinet. A clean, logical structure helps both users and search engines understand your content.
Each part of the URL (the protocol, domain, path, and slugs) should work together to guide users to content. For example, a well-structured URL like example.com/blog/url-structure-best-practices instantly tells you what to expect.
Why Does URL structure matter for SEO in 2025?
1. User Experience (UX)
A clean, logical URL helps users understand what to expect before clicking a link. A messy URL like yourdomain.com/page?id=123&ref=abc feels confusing, and maybe even sketchy. In 2025, user trust and clarity are key SEO signals. Confused users click less and bounce more.
Simple, well-structured URLs improve navigation and reduce friction across mobile, voice, and desktop experiences. You want users to feel in control. That means URLs should look intentional.
If users can’t scan your link and know what it’s about, your content loses credibility fast.
2. Search Engines
Search engines rely on clean, descriptive URLs to understand what your page is about. If your URL looks like a random string of numbers and letters, Google has to work harder to figure it out. But when you follow the URL structure best practices, you’re giving search engines clear context signals.
Crawlers also use URLs to map out site hierarchy. When your URLs follow a logical structure, bots can navigate and index your content more efficiently. For example, a structured path like yourdomain.com/seo/url-structure-guide instantly shows relevance and content depth.
Good URL structure helps avoid duplicate content issues too. Canonicalization becomes easier when each URL is clean, concise, and unique. And let’s not forget internal linking. A consistent URL format makes it easier to build internal links that strengthen topic clusters, which is crucial for semantic SEO in 2025.
SEO-Friendly URL Structure Best Practices in 2025
1. Follow a clear URL structure
As we already discussed above, the URL structure is important for the user experience and it helps the search engines.
2. Use HTTPS protocol
HTTPS isn’t optional anymore. It’s a ranking factor. It builds user trust, encrypts data, and shows Google your site is secure.
Google Chrome literally marks HTTP sites as “Not Secure.” This may scare people to not visit your website. So If you’re still running on HTTP, it’s time to make the switch.
3. Hide the www. prefix
There’s no SEO benefit in using www. anymore. It just adds unnecessary characters to your URLs. Keeping URLs shorter and cleaner helps users remember and share them.
Redirect the www. version to the root domain to avoid duplicate content issues.
4. Add the keyword in your URL
Including your main keyword in the URL helps both users and search engines understand the page content.
Focus on clarity. Add the keyword in the place that will make the URL as clear as possible.
If your post is about “link building strategies,” something like /link-building-strategies/ works well.
5. Keep it short and clear
Short URLs tend to rank better and get more clicks. Aim for URLs that are descriptive but concise. Avoid including unnecessary folders, dates, or random strings.
The cleaner it looks, the better your click-through rate and user experience.
6. Use hyphens to separate words
Search engines treat hyphens as space, but underscores get ignored. Use hyphens to separate words for better readability.
A URL like /on-page-seo-tips/ is much easier to read than /onpageseotips/ or /on_page_seo_tips/.
7. Eliminate stop words
Words like “and,” “the,” and “of” often clutter up URLs without adding value. Stripping them makes your URLs cleaner.
For example, use /guide-local-seo/ instead of /the-guide-to-local-seo/. Shorter URLs get indexed faster and are easier to share.
8. Use lowercase letters
URLs are case-sensitive on many servers, which can lead to duplicate content issues. Always stick to lowercase letters.
It’s a simple habit that avoids unnecessary SEO headaches and makes linking consistent across platforms.
9. Spell out numbers (sometimes)
If the number is part of a brand or version (e.g., iPhone 15), keep it. Otherwise, spell it out. “/top-ten-seo-tools/” feels more evergreen than “/top-10-seo-tools/”.
It’s more readable and less likely to look outdated next year.
Implement 301 Redirects If Changing URLs
301 redirects passes nearly all the SEO value from the old URL to the new one, helping preserve rankings, backlinks, and user trust.
Without using it, Search engines and users won’t know where your content went. This can kill your SEO efforts.
What is a 301 redirect?
A 301 redirect is a server-side instruction that permanently sends traffic from one URL to another. It helps search engines update their index while keeping your link equity intact.
So, if you’ve updated a messy URL into a clean, keyword-rich one, a 301 makes sure you don’t lose SEO value. It’s essential for any site migration, content reorganization, or even fixing outdated slugs.
How to implement a 301 redirect? (WordPress, Wix, Shopify)
WordPress
- Install a Redirect Plugin
Use a plugin like Redirection or Yoast SEO Premium. Both are beginner-friendly. - Access the Plugin Settings
Once installed, go to the plugin dashboard from your WordPress admin panel. - Add the Redirect Rule
Enter your old URL (the one being changed) and your new URL. Choose “301 – Permanent” as the redirect type. - Test the Redirect
Visit the old URL in your browser. It should forward you to the new one instantly. - Check for Errors
Use a tool like Screaming Frog or Google Search Console to make sure the redirect works properly.
Wix
- Go to SEO Tools in Your Wix Dashboard
Navigate to Settings > SEO Tools > URL Redirect Manager. - Click “+ New Redirect”
Choose the 301 (Permanent) option when prompted. - Enter Old and New URLs
Use the relative path (e.g., /old-page) and point it to the new path (e.g., /new-url-structure). - Save and Publish
Click “Save,” then publish your site to make the redirect live. - Test Your Redirects
Visit the old URL to confirm the redirect is functioning correctly.
Shopify
- Go to Online Store > Navigation
In your Shopify admin, find the Navigation - Scroll to URL Redirects
Click “View URL Redirects” and then “Create URL Redirect.” - Enter the Redirect Information
Add the old URL (without the domain) and the new destination URL. - Click Save
Shopify will automatically create a 301 redirect for you. - Double Check
Test the old link in your browser to make sure it redirects correctly.
Setting up 301 redirects are essential. Not only to not lose any link juice, but it’s also about delivering a frictionless experience that keeps your users right where they should be.
