URL structure for SEO and GEO

A clear URL helps people and search engines understand a page before clicking. This guide puts search intent first, then applies entity first wording, clean lexical order, and simple rules you can scale across a whole site.

Parts of a URL (Click to Learn)

https:// shop. mysite .com /products/shoes/ running ?colour=blue&size=10 #reviews
Hover or tap each part above for tips and SEO info.

Search intent comes first

Start with what the user wants to do, then name the URL for that task. Match the dominant intent on the page.

  • Do intent service pages example /divorce-lawyers/brisbane
  • Know intent guides example /divorce-process/brisbane
  • Compare intent roundups example /best-home-theatre-seating
  • Fix intent troubleshooting example /iphone-15/no-sound

Each URL should say the main thing first. That improves scanability in search and supports entity salience.

URL structure basics

  • Protocol example https://
  • Subdomain example support.example.com
  • Domain example example.com
  • Path folders example /family-law/
  • Slug the page name example divorce-lawyers
  • Query temporary parameters example ?utm_source=ads
  • Fragment jump link example #fees

Path and slug rules

  • Use lowercase letters
  • Use hyphens as the word separator
  • Front load the entity or task in the slug
  • Keep it short and readable
  • Avoid stop words unless needed for clarity
  • Do not include dates or IDs in evergreen pages
  • Pick a trailing slash policy and keep it consistent

Good example /divorce-lawyers/brisbane

Good example /iphone-13-pro-max/screen-repair

Poor example /catID=7/page.php?id=1234

Entity first lexical order

Lead with the primary entity, then the modifier such as location or model, then the action. This improves clarity for both people and machines.

  • /divorce-lawyers/brisbane entity then place
  • /home-cinema-design/gold-coast entity then place
  • /iphone-15/charging-port-repair model then action

Folder design for service sites

Pick one of these and stick with it across all pages.

  • Entity first example /divorce-lawyers/brisbane simple and scalable
  • Location folder example /brisbane/divorce-lawyers useful for city hubs
  • Service area hub example /locations/brisbane/divorce-lawyers helpful for multi region brands

Choose the pattern that best reflects how users browse your site. Keep the same order everywhere.

Parameters and tracking

  • Use parameters only for sorting, filters, and tracking
  • Block faceted combinations you do not want indexed
  • Set canonical tags to the clean version without tracking

Clean version example /electric-scooters

Parameter view example /electric-scooters?price=under-1000&range=40km

Redirects and canonical control

  • Use 301 redirects for permanent URL changes
  • Redirect both the www and non www versions to one
  • Redirect trailing slash variants to the chosen version
  • Redirect uppercase to lowercase
  • Use canonical tags for near duplicates such as print views

Pagination and series

  • Keep page one at the clean URL example /blog
  • Use a simple pattern for pages example /blog/page/2
  • Link to a view all page when it loads fast enough

International and locale

  • Use a clear pattern for markets example /au/ or au.example.com
  • Keep the same slug in each market where possible
  • Use market appropriate spelling on the page content

Local service examples

Legal services example

  • City hub example /divorce-lawyers/brisbane
  • Suburb hub example /divorce-lawyers/ormeau
  • Nearby growth example /divorce-lawyers/yatala

Phone repair example

  • Model first example /iphone-16/screen-repair
  • With place example /iphone-16/screen-repair/brisbane

Home cinema example

  • Service first example /home-cinema-design/brisbane
  • Project type example /home-cinema-installation/gold-coast

Internal linking and breadcrumbs

  • Use breadcrumb links that mirror the folder path
  • Link from hubs to child pages with the entity first anchor text
  • Link laterally between related models or suburbs where helpful

Content and URL alignment

  • Make the H1 repeat the core entity and place when relevant
  • Answer the main task in the first 100 words
  • Include the same entities in headings in a clean order

Example H1 for a Brisbane page

Brisbane divorce lawyers you can trust

Open with a one sentence value promise and a clear contact path.

Common mistakes to avoid

  • Using underscores instead of hyphens
  • Mixing uppercase and lowercase
  • Including stop words that add no meaning
  • Keeping legacy file extensions such as .php in public URLs
  • Publishing the same content at two paths

Quick checklist

  • Entity first then modifier then action
  • One chosen trailing slash style
  • Lowercase with hyphens
  • Short readable slugs
  • Clean canonical without tracking
  • Permanent redirects for changes
  • Folders and hubs that match how users browse

Migration notes

  • Map every old URL to the best new match
  • Keep the same content hierarchy where possible
  • Update internal links to the new clean paths
  • Submit a fresh sitemap and monitor crawl errors

FAQs

Should I use hyphens or underscores

Use hyphens. Search engines and users read them as spaces which boosts readability.

How long should a URL be

Keep it short. Aim for three to five words in most slugs and avoid deep folder nesting.

Do I need the city in every URL

Only where location changes the intent or the offer. A statewide guide may not need a city in the slug.

What about tracking parameters

Use parameters for analytics only and point the canonical to the clean version.