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Create a URL for the page that includes the primary keyword, short, precise, and is focused on your reader’s experience. Avoid adding stop words, special characters, or unnecessary words in the permalink.
This includes competitor research on that specific URL structure; we will back our decision with an explanation on why we recommend eighter to keep it the same eighter to change with the proposed URL using your website/cms structure.
Before we go into details, let me explain something about websites. A website is based on links; links are based on structures, so a website is, in fact, a structural collection of links. Everything is connected to everything. Without a connection, reaching a page would not be possible, isn’t it?
Now that we got that part out of the way let’s continue with structures. There is law, order, and structures!
Let’s take this website as an example; we have structures such as:
This website as you can see has it’s content structured as:
Why did I do built the website structure like that, you might ask… Because I want the content to be organized, first of all, when a user arrives on a page, even if it’s the first time, he quickly can understand what type of page he is on.
Google and other web indexes will know how to better prioritize indexing my pages, and from my understanding the priority pages would be something like:
The obvious reason for this priority queue is that you first need your main page indexed to be found online; you also need to have contact information as most websites are businesses.
After you have your primary and contact information available, the priority would be the Archive type of pages, starting with blog archive as the purpose of a website is quality information first.
Only after the priority pages are indexed can you expect to see post types indexed, starting with another priority queue as post type “page,” “post,” “product,” and other custom post types such as “faq” in this case.
All this applies, of course, considering that your content information is of the same quality information. Most of the websites do not respect that. This being said, you will see one or two products or blog posts indexed even before your archive pages.
Now that we understand structures, let’s understand what a friendly URL is all about.
We will work on the example provided. We have the following two links witch one would you think is more friendly?
An example from point one is the default URL created automatically from the post title; this link is long and does not hold the target keywords at the start of the URL segment. So we manually removed the how-to-create from the URL but kept the title intact, “How to Create High-Quality Link Building,” this way, the keyword juice “How to Create” is still in the title, but in the URL, we kept only the priority target keyword.
The idea is to keep the targeted keywords at the beginning of the URL segment, not waste any juice power for keywords like “how,” “to,” etc. Imagine that each word position represents power points; for example, the first-second-third would be 30-20-10. If you put the power of 30 on the first word being “how,” you will not have very high success targeting “link-building” keywords, right?
Structuring the URLs is decisive for the present and is more potent in the long run. And I do not want any how-to at the start of the blog post types URLs, as I want to deliver all that juice targeted power to the Faq post types.
Writing content and structuring the data inside your website is not just about this new content. It’s all connected and you have to create with the future in mind, not just to write a single piece and let it dry.
Consider pages and posts interlinking, and consider the fact that each type of page has a specific “power,” when I create a new post or page, I want it to be linked from another post as well, and I would build the content inside with keywords for a future post.
The idea is to have all pages connected not only by archive pages but also through each other. Having good interlinks from good content pages will only help you in the long run.
Another tip would be to research your competitors for the targeted keywords. Please look at how they do it, and try to better it. Better the title, URL, and the most important, the content.