Home » Search Engine Optimization » Friendly URLs and SEO

Friendly URLs and SEO

Friendly URLs

Here is a topic that generates a lot of discussion: SEO friendly URLs. Should we include the article category in the URL or not? Should we make it short or add some extra elements like publication type, date or category? Should we use keywords in the URL?

In this post I will explain a little about friendly URLs and try to come up with an answer to the questions presented earlier. Keep in mind that a URL friendly to one site may not be entirely friendly to another. That is, friendly URLs vary according to the type of website. There are some general rules but the most important thing is to keep your visitor in mind when defining your URL structure.

Read too: "10 Important Items for On-Page SEO

General rules for friendly URLs

Regardless of the type of website you have, some rules will always be valid:

  • Your URL must be focused. Do not use connection terms (connecting words) such as “o”, “a”, “de”, “um” etc. Words that are not relevant to the URL should be avoided. Keep your URL clean and objective.
  • Keep your URLs short. It's not that search engines don't like long URLs, but shorter URLs are more user-friendly and help you stay focused on the topic at hand. Keep in mind that there are other ways to show the user where he is without the URL. You can use navigation trails for example.
  • Do not use an underscore (_) to connect the terms of a URL. Always use a hyphen (-).

These are rules that apply to all sites. As I mentioned earlier, ideal friendly URLs vary from site to site so here are some examples:

Friendly URLs for institutional sites

If you have an institutional website with information about your company or services try to keep your URLs short and objective.


Friendly URLs for online stores

If you have an online store your URLs can be structured in different ways:


Friendly URLs should help your visitors. If your store has many departments or categories and this helps your visitor to find products within your store then consider adding the category of these products to the URL. This way your URL, navigation trail and menus will constantly inform the visitor where he is.

Friendly URLs for blogs, magazines and news sites

If you have a blog, magazine site or news site, there are several ways to structure your URLs:

  • https://seudominio.com.br/titulo-do-artigo
    If your site has a good structure (organization, layout and navigation) you can choose to display only the title of your article in the URL. In this case your menu, navigation trail and other elements of the site will be able to indicate to the visitor where he is.
  • https://seudominio.com.br/categoria/titulo-do-artigo
    If your site writes about different topics, adding the topic (category, tag, etc.) to the URL structure can make it a more SEO friendly URL.
  • https://seudominio.com.br/dd/mm/aaaa/titulo-do-post
    If your site produces content daily and your content is contextualized by dates you can consider using them in the URL. For example, let's say you write about a travel diary or updates to a certain software, in these cases it is convenient to use a file by dates and indicate this to the visitor. Only use dates in the URL if it makes sense for your content.

Conclusion on friendly URLs and SEO

There are several ways to create SEO friendly URLs. It all depends on the type of website you have and your content structure. News sites for example can have numerous friendly URL structures. The main thing is: keep your URLs focused. Add relevant information and use the keywords you want to rank for.

Keep reading: "Improving your technical SEO audit

Keep reading: "The definitive guide to WordPress SEO ”

About the author

Free tips to optimize your website!
  • Get weekly tips on SEO, analytics and WordPress.
  • Digital strategies and insights to improve your conversions.