When you think about SEO, you probably focus on keywords, content, and backlinks. And that’s all important.
But there’s one often-overlooked aspect of SEO that can make a huge difference in your rankings:
Your website URLs.
Yes, those little web addresses (the ones that make up your site’s structure) play a bigger role than you might think when it comes to SEO.
The truth is:
SEO-friendly URLs are still a ranking factor.
And they impact both how Google indexes your pages and how people click through to them.
In this blog, I’ll walk you through:
Why URLs matter for SEO
How to structure them for better ranking and click-through rates
The common mistakes small business owners make with URLs (and how to fix them)
How MSW optimizes URLs as part of the Performance Marketing Program
A step-by-step guide for improving your own URL structure
Let’s dive in.
Google’s job is to organize the internet and present the most relevant, helpful pages for each search. And Google looks at everything on a page, including:
The content
The images
The page title
And, yes, the URL.
A clear, descriptive URL helps Google understand what your page is about and what keywords you’re targeting. When Google knows what your page is about, it has a better chance of ranking it properly.
But here’s the kicker:
People also read URLs—and that can affect your click-through rate.
When you’re competing for clicks in search results, having a URL that clearly describes what’s on the page makes it more appealing. A clean, readable URL increases your chances of getting clicked just as much as a compelling headline.
Now that we know why they matter, let’s talk about how to write URLs that both Google and your customers will love.
Long, complicated URLs with unnecessary words confuse both Google and the user.
Bad URL:
www.yoursite.com/blog/article1234567id/1234-website-seo-tips-for-small-business-owners
Good URL:
www.yoursite.com/seo-tips-small-business
Shorter URLs are not only easier to remember and share, but they’re also easier for search engines to read and index.
Make sure your URL tells both Google and your visitors exactly what the page is about. Including keywords that match what people are searching for is a smart SEO strategy.
Bad URL:
www.yoursite.com/blog/page2
Good URL:
www.yoursite.com/seo-tips-local-businesses
Notice how the good URL clearly describes what the page is about, while the bad URL does nothing to help with ranking or clicks.
Google recommends using hyphens to separate words in a URL. It’s much easier to read than underscores or spaces.
Bad URL:
www.yoursite.com/seo_tips_local_businesses
Good URL:
www.yoursite.com/seo-tips-local-businesses
When you use hyphens, Google treats each word separately. If you use underscores, Google treats the entire phrase as one word. So, stick with hyphens for better SEO.
It might be tempting to pack your URL full of keywords, but that’s a big no-no. Keyword stuffing can make your URL look spammy, and Google may penalize you for it.
Bad URL:
www.yoursite.com/affordable-local-plumbing-services-plumber-near-me
Good URL:
www.yoursite.com/affordable-plumbing-services
While you do want to include relevant keywords, don’t overdo it. Keep it natural, clean, and easy to read.
Always use lowercase letters for your URLs. If you use uppercase letters, you might confuse users and create duplicate content issues.
Bad URL:
www.yoursite.com/SEO-Tips-For-Small-Business
Good URL:
www.yoursite.com/seo-tips-for-small-business
Google treats URLs with uppercase and lowercase letters as different URLs—so using lowercase ensures consistency.
Your URL should reflect the actual content on the page. If the page title, content, and URL are aligned, Google knows exactly what to rank.
Bad URL:
www.yoursite.com/about-us-2019
Good URL:
www.yoursite.com/about-our-team
In this example, the second URL is more descriptive and directly related to the page content, whereas the first URL doesn’t give Google or visitors a clear understanding of what’s inside.
Stop words are things like “and,” “the,” “in,” “of,” etc. While they can be fine in content, they usually don’t add value in a URL and can make it unnecessarily long.
Bad URL:
www.yoursite.com/seo-tips-for-the-local-businesses-in-your-area
Good URL:
www.yoursite.com/seo-tips-local-businesses
By removing stop words, you make the URL shorter, cleaner, and easier to read. Plus, it helps your keyword focus.
Let’s talk about some common URL mistakes that could be hurting your SEO and conversions:
URLs that include parameters like “?id=1234” or “&ref=xyz” don’t help Google or users. Always aim for static, descriptive URLs.
Don’t create multiple versions of the same page. This is common with filters or sorting options in e-commerce stores. Google doesn’t like it, and neither do your users.
If you change a URL or move content, don’t forget to set up a 301 redirect. Without it, Google will treat the old URL as a “404 not found,” which can hurt your rankings.
A local restaurant we worked with had a website that included long, unclear URLs like:
We helped them clean up the structure by making URLs like:
Within weeks of making these changes, they saw a 15% increase in organic traffic to their menu page and more reservations directly through the website.
Why? Because the clean, descriptive URLs made it easier for both Google and customers to understand exactly what was on the page.
Inside the Performance Marketing Program, we make sure your URLs are:
SEO-friendly, clean, and easy to understand
Aligned with the content on each page
Optimized for local search and specific keywords
Mobile-friendly and user-friendly
We don’t just build websites—we build optimized marketing tools that work together to grow your business.
When it comes to SEO, small details matter. A clean, SEO-friendly URL can help Google understand your content better, while also making it easier for people to find and click.
Don’t overlook your URLs. They’re one of the first things Google sees—and one of the simplest things you can fix for better visibility and user experience.
We’ll audit your URLs, identify areas for improvement, and give you a step-by-step action plan to boost your search rankings.
📞 Call us at 573-552-8403
Or book your free SEO strategy session at:
https://mswinteractivedesigns.com/pages/request-a-quote
Let’s get your website working for you—and make sure your URLs are helping, not hurting.
Related Reading:
→ Social SEO: Why Sharing Your Website Helps Your Google Ranking
Learn how sharing your content on social media can boost your SEO and drive more traffic to your website.
Sandy Wardenburg Waggett is the Founder & CEO of MSW Interactive Designs, a premier digital marketing agency specializing in SEO, AI-powered content strategies, and website optimization. With over a quarter century of experience (eek!), Sandy has helped thousands of business owners increase visibility, generate leads, and dominate their local markets through strategic online marketing.
As a Certified High-Performance Coach, Certified Maxwell Leadership Coach, and LXCouncil Moderator, Sandy is not just a marketing expert—she’s a trusted mentor and business strategist who equips entrepreneurs with data-driven insights and future-proof tactics. She leads AI & Marketing Mastery Training and exclusive CEO mastermind groups, helping business leaders stay ahead in the rapidly evolving digital landscape.
Sandy is also the author of the upcoming book, The Future-Proof SEO Blueprint: AI, AEO, and SEO Tactics for Small Business Dominance—a must-read for business owners looking to outsmart competitors and win in the new era of search marketing. The book provides cutting-edge strategies on AI-driven SEO, Answer Engine Optimization (AEO), and how to leverage AI tools to future-proof your digital presence.
When she’s not crafting game-changing marketing strategies, Sandy enjoys coaching entrepreneurs, speaking at business conferences, and empowering leaders to make bold moves in their industries.
🚀 Want to take your digital marketing to the next level? Connect with Sandy at MSWInteractiveDesigns.com or call 573-552-8403.
