Search Engine Optimization

Don’t Panic: A Beginner’s SEO Guide to the 10 Parts of the URL

01 Nov

Creating SEO-friendly URLs is important for improving your website’s performance and ranking on search engines. Think of your website’s URL as the address of your online presence—it needs to be clear, readable, and easy to follow. Our SEO services provide a holistic approach to enhance every aspect of your online presence, including neat URL optimisation.

In this article, we’ll break down essential parts of the URL and give you SEO recommendations, using a fictional Circus Cafe (a circus-themed cafe, not a cafe that’s a circus!) as an example.

1. Scheme: Setting the Stage

Imagine it as the ringmaster of your URL circus, directing how information dazzles its way from server to browser.

Definition:
The scheme, also known as the protocol, is the first part of a URL. It indicates how information is transferred from the server to your browser. The two main schemes are:

  • HTTP: Hypertext Transfer Protocol.
  • HTTPS: Hypertext Transfer Protocol Secure (more secure, encrypted).

Example:
https://www.circuscafe.com

SEO Recommendations:

  • Always use HTTPS. It’s secure and signals trustworthiness to both users and search engines.
  • Google prioritises HTTPS over HTTP as part of its ranking factors, meaning a secure connection protects user data and boosts SEO performance. Moreover, users are becoming increasingly aware of security risks, and sites without HTTPS may lose business.
  • SSL certificates (which enable HTTPS) are critical for eCommerce sites, blogs with user data input, or any website handling sensitive information.

If you haven't yet, switch to HTTPS and ensure your entire site redirects to the secure version.

2. Subdomains: The Sideshow

Think of subdomains as side acts that spotlight specific content areas within your website’s centre stage.

Definition:
A subdomain is an additional part of the domain that helps organise content. It comes before the main domain (e.g., blog.circuscafe.com). Subdomains are often used for specific sections like blogs or stores.

Example:
shop.circuscafe.com for Circus Cafe's online merchandise.

SEO Recommendations:

  • Use subdomains when there’s a clear need to separate content (e.g., an online store vs. your main site).
  • While subdomains help organise your site, search engines often treat them as separate entities, which means SEO benefits are distributed differently. If not managed correctly, using too many subdomains can confuse search engines and hurt your ranking.
  • Subdirectories (e.g., circuscafe.com/store) are generally more SEO-friendly than subdomains. This is because subdirectories consolidate the SEO value within one domain, while subdomains divide that value.

Avoid excessive use of subdomains; search engines treat them as separate sites, which can dilute your SEO efforts.

3. Second-Level Domain: The Star of the Show

Think of the second-level domain as your brand’s name in the spotlight, framed perfectly in the centre ring.

Definition:
The second-level domain (SLD) is your website’s name, like circuscafe in circuscafe.com. It’s unique to your brand and the most recognisable part of your URL.

Example:
circuscafe in circuscafe.com.

SEO Recommendations:

  • Choose a domain that reflects your brand name or service, making it easy for users to find and remember.
  • Keep the second-level domain short, intuitive, and easy to spell. Avoid using numbers or complex phrases, as these can make it harder for users to remember your URL.
  • Having a branded second-level domain helps build trust and credibility with your audience. It also improves direct traffic. Users are more likely to remember a simple and clean domain name.

Ensure your SLD is consistent across your web presence to build brand recognition and improve search engine rankings.

4. Top-Level Domain (TLD): The Grand Finale

The TLD is the final flourish, marking your site’s domain with a memorable ending, like the grand curtain drop at the end of the show.

Definition:
The top-level domain (TLD) is the part of the URL that comes after the second-level domain. It indicates the type of organisation or region, such as .com, .org, or .net.

Example:
.com in circuscafe.com.

SEO Recommendations:

  • Stick to well-known TLDs like .com, as they are trusted by users and search engines alike.
  • Country-specific TLDs (such as .uk or .ca) can be beneficial if your business operates locally. These TLDs can help you rank better in country-specific searches. However, for global reach, .com remains the most recommended TLD due to its universal recognition.
  • Newer TLDs (e.g., .shop, .cafe, or .store) are becoming more popular, but they may not yet carry the same level of trust or SEO benefits as traditional TLDs like .com or .org.

Choose a TLD that best suits your brand’s needs and customer expectations.

5. Paths: Navigating Through the Big Top

Consider paths as your website’s Ariadne's thread, guiding visitors through the labyrinth of content to exactly where they want to be.

Definition:
The path follows the domain name and directs users to a specific page on your website. It helps organise content and lets users know what to expect from the page.

Example:
https://www.circuscafe.com/menu to display Circus Cafe’s menu.

SEO Recommendations:

  • Keep paths simple, short, and descriptive. They should clearly tell users (and search engines) what the page is about.
  • Search engines value URLs that are easy to understand. Paths that use clear, relevant keywords help search engines index your content more accurately.
  • Avoid using unnecessary strings of numbers or random characters, which can make the URL confusing for both users and search engines. For example, circuscafe.com/45a3e/menu is not as helpful as circuscafe.com/circus-cafe-menu.
  • Long, overly complex paths can also hurt click-through rates. Simplicity not only helps with SEO but also with user experience, encouraging people to click your links.

Include relevant keywords in the path to improve SEO.

6. Query Parameters: A Peek Behind the Curtains

Query parameters offer a glimpse backstage, where data flows between the server and your site to keep the main act running smoothly.

Definition:
Query parameters appear in URLs after a question mark (?) and pass data between the page and the server. They’re often used for tracking purposes.

Example:
https://www.circuscafe.com/menu?utm_source=social&utm_campaign=circusshow to track marketing campaigns.

SEO Recommendations:

  • Avoid unnecessary query parameters in URLs whenever possible. They can confuse users and clutter the URL.
  • Query parameters, such as those used in Google Analytics tracking, are valuable for tracking marketing campaigns and user behaviour. However, they don’t add SEO value and can create duplicate content issues if overused.
  • Where possible, opt for clean URLs without query parameters. For instance, use circuscafe.com/menu-social-promo instead of circuscafe.com/menu?utm_source=social. Clean URLs tend to rank better and are more user-friendly.

Consider creating a clean, canonical URL to avoid potential SEO penalties for duplicate content.

7. Fragments: Spotlight on Specific Acts

Definition:
Fragments are parts of a URL that direct users to a specific section of the page. They start with a hash (#) and are often used to jump to different sections within a webpage.

Example:
https://www.circuscafe.com/menu#desserts to jump directly to the dessert section of the menu page.

SEO Recommendations:

  • Use fragments sparingly to enhance user navigation, especially on longer pages.
  • Fragments do not impact SEO directly since search engines ignore everything after the hash. However, they can significantly improve user experience by helping visitors find relevant sections quickly.
  • If your page is particularly long (for example, a FAQ page), using fragments can boost user satisfaction by reducing the need for scrolling. This improvement in user experience indirectly benefits SEO.

Ensure the fragment accurately directs users to the right section to avoid confusion and poor user experience.

8. Best Practices for a Thrilling SEO Show

Let’s break down some essential SEO tips to ensure your URL structure is a crowd-pleaser for both users and search engines:

  • Keep URLs Short and Simple: Aim for URLs under 60 characters. This keeps them readable and shareable.
  • Use Hyphens, Not Underscores: Hyphens are easier for users and search engines to read (e.g., circus-cafe-menu).
  • Avoid Stop Words: Remove unnecessary words like the, and, to keep the URL concise (e.g., circuscafe.com/best-dishes).
  • Lowercase Letters Only: URLs are case-sensitive, so stick to lowercase letters to avoid 404 errors.
  • 301 Redirects for Changes: If you ever change your URL structure, ensure you set up proper redirects to avoid broken links.
  • No Keyword Stuffing: Don’t overload your URL with keywords; use only what’s necessary and relevant.

Remove Post Dates: If your site has blog posts, avoid including the date in the URL. Removing post dates helps content stay evergreen, improving its long-term SEO performance.

Final Act: Keeping Your Audience (Google) Entertained

Remember, an optimised URL helps improve click-through rates, enhances user experience, and boosts your overall SEO strategy. Make sure your URLs are concise, intuitive, and relevant, helping both Google and your audience understand your content at a glance.

By mastering the 10 parts of the URL, Circus Cafe—or any business—can keep its online presence as captivating as a live performance for visitors and search engines alike.

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