How to Create SEO-Friendly URLs

August 7, 2025

SEO-friendly URLs shape how both users and search engines interpret your website. When you structure your links clearly and descriptively, you make it easier for Google to understand your pages, boosting your chances of ranking higher in search results. Messy, confusing URLs can hurt click-through rates and trust, costing you valuable traffic.

Here’s what you need to know about the importance of URL optimization:

SEO-Friendly URLs are short, descriptive, and easy to read.
They contain relevant keywords that tell users (and Google) exactly what to expect.
Clean URLs give your Brisbane business a professional edge over competitors with cluttered links, a service that can be greatly enhanced by partnering with a Brisbane SEO agency.

By the end of this guide on how to create SEO-friendly URLs, you’ll be able to craft URLs that not only look good but also work hard behind the scenes, improving both your visibility and click-through rates in local search results. For those looking for expert guidance, our Brisbane SEO consultants are here to help.

Key Principles for Creating SEO-Friendly URLs

1. Descriptive Content in URLs

Creating descriptive content in URLs is essential to provide clear context to both users and search engines. A well-structured URL should accurately reflect the content of the page, making it easier for users to understand what they can expect before clicking on the link.

How to Accurately Describe Content in URLs:

Use Clear and Concise Language: Ensure that the words used in the URL are straightforward and representative of the page’s content.
Include Main Topic or Keyword: Incorporate the primary topic or keyword naturally within the URL to improve search engine visibility.
Avoid Stop Words: Common stop words like “and,” “the,” and “of” add unnecessary length without enhancing clarity, so they should be omitted when possible.

Examples of Well-Optimized Descriptive URLs:

Poor Example: https://example.com/post/1234
Better Example: https://example.com/digital-marketing-strategies

The second example provides a clear indication of the page’s content, improving click-through rates as users can quickly determine its relevance.

Impact on Click-Through Rates:

Descriptive URLs influence user perception and decision-making. When users see a URL that clearly describes the content, they are more likely to trust its relevance, leading to higher click-through rates (CTR). Search engines also favor descriptive URLs, as they offer better context for indexing and ranking.

By focusing on creating descriptive content in your URLs, you enhance both user experience and search engine optimization efforts. This foundational step sets the stage for more advanced strategies, ensuring your website achieves greater visibility and engagement.

To further boost your SEO efforts, consider partnering with a reputable SEO company in Brisbane that can provide tailored strategies for your specific needs. Additionally, implementing local SEO strategies can significantly improve your online presence by connecting you with nearby customers and increasing foot traffic to your business.

2. Including Relevant Keywords in URLs

Incorporating relevant keywords into your URL structure significantly improves search engine visibility. When search engines crawl your website, they look for context clues within the URL to understand the content of the page. By placing pertinent keywords in your URLs, you’re providing clear indicators about the page’s topic.

Guidelines on optimal keyword placement within URLs:

Relevance to Content: Ensure that the keywords accurately represent the content on the page. Misleading keywords can harm user experience and SEO performance.
Primary Keywords First: Positioning primary keywords towards the beginning of the URL is beneficial, as search engines give more weight to early words in a URL.
Avoid Keyword Stuffing: Overloading URLs with keywords can appear spammy and reduce readability. Aim for a natural and concise use of keywords. To understand more about why Google dislikes keyword stuffing and how to avoid it, refer to this resource.

Example of effective keyword placement:

Ineffective URL: www.example.com/articles/12345
Effective URL: www.example.com/seo-tips/relevant-keywords-in-urls

By strategically including relevant keywords, you make your URLs both informative for users and optimized for search engines.

3. Using Hyphens Instead of Underscores or Spaces in URLs

Choosing the right word separator impacts both user understanding and SEO performance. Google has made it clear: hyphens are preferred over underscores and spaces in URLs. This isn’t just a technical recommendation—it’s about maximizing clarity for humans and search engines alike.

Key benefits of using hyphens:

Better Readability: Hyphens (-) visually break up words, making URLs easy to scan. For example, compare these two:
- digitalmarketingbrisbane.au/descriptive-content-in-urls
- digitalmarketingbrisbane.au/descriptive_content_in_urls
  The first option is much clearer at a glance.
Google Preference: Google treats hyphens as word separators, but underscores are not recognized in the same way. If your URL uses underscores, Google will read descriptive_content_in_urls as one single word—hurting your ranking potential for individual phrases like Descriptive Content in URLs or Keywords in URLs.
Consistency With Web Standards: Most major platforms (WordPress, Shopify, Wix) use hyphens by default. This aligns your site structure with best practices and makes sharing links seamless across browsers and devices.
Avoid Spaces Entirely: Spaces get converted into%20, making the URL look messy and less trustworthy to users.

“Using hyphens instead of underscores in URLs helps both users and search engines understand your page content faster.” — Google Search Central

Stick with lowercase letters throughout (/hyphens-vs-underscores-in-urls/). This reduces errors caused by case sensitivity and creates cleaner, professional links that reinforce your brand’s credibility.

By applying this principle, you build URLs that are easier to read, share, and rank—key elements for strong SEO foundations.

4. Keeping URLs Short and Simple

Shorter, more concise URLs offer numerous benefits for both search engine rankings and user experience. A well-structured URL not only helps search engines understand the content of your page but also makes it easier for users to remember and share.

Benefits of Short URLs:

Improved Readability: Short URLs are easier to read and comprehend. This contributes positively to user experience as visitors can quickly grasp the page’s content from the URL itself.
Better Shareability: Compact URLs are more likely to be shared on social media platforms where character limits may apply, and they look cleaner when pasted into messages or emails.
Enhanced Click-Through Rates (CTR): Users tend to click on links that appear trustworthy and relevant. A short, descriptive URL often looks more appealing than a lengthy, complex one.

Examples of Effective Short URL Structures:

Instead of using:

https://digitalmarketingbrisbane.au/category/2023/10/how-to-create-seo-friendly-urls-for-better-ranking-in-google-search

Use:

https://digitalmarketingbrisbane.au/seo-friendly-urls

Key Principles for Creating SEO-Friendly URLs:

Descriptive Content in URLs: Ensure your URL describes the content accurately.
Keywords in URLs: Include relevant keywords naturally.
Hyphens vs. Underscores in URLs: Use hyphens as word separators.
Lowercase Letters in URLs: Stick to lowercase letters for consistency.

Remember, keeping your URLs short and straightforward enhances both user understanding and search engine optimization efforts.

5. Choosing Static Over Dynamic URLs Whenever Possible

Static URLs and dynamic URLs serve different purposes, but when it comes to SEO, static URLs hold a significant advantage.

Static URLs are fixed and do not change unless manually altered. They typically look like this:
https://example.com/descriptive-content-in-urls

Dynamic URLs, on the other hand, are generated by the website’s server and usually include parameters like session IDs or query strings. An example would be:
https://example.com/page.php?id=123&user=456

Advantages of Static URLs:

Consistency and SEO Benefits
- Static URLs offer consistency, making them easier for search engines to index and rank.
- They often contain descriptive content that provides clear context to both users and search engines.
Better User Understanding
- Users can easily read and understand static URLs, which enhances their experience and increases the likelihood of clicks.
- Example: It https://example.com/keywords-in-urls It is more intuitive than https://example.com/page.php?id=987.
Improved Click-Through Rates (CTR)
- Descriptive, keyword-rich static URLs are more likely to be clicked in search results.
- A URL like this https://example.com/hyphens-vs-underscores-in-urls communicates the content topic.
SEO Consistency
- Static URLs contribute to a consistent structure, aiding in better site navigation and internal linking strategies.
- They align with key principles such as using hyphens instead of underscores and keeping letters in lowercase.

By choosing static over dynamic URLs, you enhance your site’s SEO performance, provide a better user experience, and achieve higher visibility in search results.

6. Avoiding Dates and Unnecessary Numbers in Your URL Structure

Including dates or excessive numbers in your URL paths can lead to several issues:

Freshness Perception: URLs with dates may give an outdated impression, even if the content is still relevant. Users tend to prefer fresh and up-to-date information, so keeping your URLs free from specific dates can help maintain a sense of timeliness.
Search Result Clarity: Cleaner URL formats without unnecessary numbers or dates improve clarity in search results. This not only enhances user understanding but also contributes to a more professional appearance of your website links.
Simplification: Simplifying your URL structure by removing dates and numbers makes it easier for users to read and remember the URL. This simplicity can positively impact click-through rates as users are more likely to trust and engage with straightforward URLs.

For example, consider these two URLs:

With Date: https://example.com/blog/2021/05/23/how-to-create-seo-friendly-urls
Without Date: https://example.com/blog/create-seo-friendly-urls

The second example is shorter, cleaner, and avoids giving any outdated impression, making it preferable for both users and search engines. By focusing on descriptive content in URLs, relevant keywords, and using hyphens instead of underscores or spaces, you enhance user experience and SEO performance simultaneously.

Remember: Aim for concise and clear URLs that provide a direct understanding of the page content without relying on dates or unnecessary numerical sequences.

7. Considering Subfolders vs Subdomains Based on Your Site’s Needs

How you structure your website—using subfolders or subdomains—has a direct impact on SEO performance and user understanding. Google treats subdomains as separate entities from your main domain, while subfolders are seen as part of the primary site. This distinction affects how authority and relevance are distributed across your content.

Subfolders: The Preferred SEO Choice

Content added in subfolders (e.g., digitalmarketingbrisbane.au/blog/seo-tips) benefits from the main domain’s existing authority, helping new pages rank faster.
Subfolders support Descriptive Content in URLs and reinforce Keyword placement, making it easier for users and search engines to understand your site structure.
Simple folder paths /services/web-design/ are intuitive, supporting better navigation and higher trust.

Subdomains: When to Use Them

If you need to distinguish a completely different business unit (e.g., shop.digitalmarketingbrisbane.auA subdomain can make sense. However, this approach often splits SEO value.
Google’s preference leans towards folders for most use cases, particularly if your goal is to grow organic visibility for one cohesive brand.

“For strong local SEO Brisbane results, we recommend keeping content under clear, concise subfolders.“

Key Principle Recap:

Prioritise folders for most content
Use descriptive URLs with relevant keywords
Maintain consistency with Hyphens vs. Underscores in URLs and Lowercase Letters in URLs for best practice

Choosing the right structure helps users find what they need—and gives Google what it wants. Additionally, implementing Technical SEO strategies can further enhance your website’s performance by improving speed, crawlability, and mobile-friendliness for a seamless user experience.