What is URL Structure?

URL structure is how a website's addresses are organised — the domain, folders and slugs that make up each page's URL. Clean, readable, stable URLs help users and search engines understand pages.

URL Structure — SEO Library

Good vs bad URLs#

Good	Problematic
`/wordpress-redirects/`	`/?p=1234`
`/seo-library/canonical-tag/`	`/index.php/2026/10/19/blog-post-final-v2/`
`/services/seo-audit/`	`/Services/SEO_Audit.html?ref=menu&sessionid=8f2a`

Best practices#

Readable words separated by hyphens, all lowercase.
Short and descriptive — include the main keyword, drop filler words.
Logical folders only where they add meaning (/seo-library/term/, /services/).
No dates in evergreen post URLs, so content can be updated without looking old.
Avoid parameters for content that should be indexed.
One version of each URL — consistent trailing slashes, HTTPS, www or non-www.

Changing URLs safely#

URLs carry links and history. Only change established URLs when there’s a clear benefit, and always add a 301 redirect, update internal links and resubmit the sitemap. In WordPress, set Settings → Permalinks to “Post name” on new sites.