Link Management
When you look at a website address in your browser, you’ll notice a string of text that describes the page you’re viewing. This part of the URL is called a “slug” or a back-half, and it plays a key role in how users find and interact with your content.
For example, this blog post’s URL slug is “url-slug,” which you can see in your search bar. This is the unique identifier that points readers to this page.
A well-crafted page slug does more than just label a page—it improves your site’s search engine visibility, helps users understand what they’re clicking on, and strengthens your brand identity. This guide explains what URL slugs are, why they matter for SEO, and how to create effective ones for your website.
What is a URL slug?
A URL slug is the readable part of a URL that describes a web page’s content. It appears after the domain name and subdirectories, separated by slashes (“/”).
URL slugs help users and web crawlers understand what’s on the page. They consist of words or short phrases relevant to the content and typically use lowercase letters, numbers, and hyphens. Content management systems often provide an automatically generated slug, but you can often create your own, more SEO friendly page slug as well.
Why is URL slug important for SEO?
Creating an SEO-friendly URL is very important if you want to rank well in search. URL slugs are critical for on-page optimization. They signal search engines about the page’s topic and relevance, which can improve rankings for specific keywords.
Well-crafted URL slugs increase click-through rates by providing relevant, easy-to-understand URLs. They enhance user experience by previewing content and reduce bounce rates when content matches user expectations.
Because URLs are closely tied with SEO and website navigation, if you change URL slugs for any reason after publication, you will need to create a 301 redirect from the old URL to the new slug. Otherwise visitors to the old URL will reach a 404 page and your position in Google search results will suffer.
Short URL slugs vs regular URLs
Short URL slugs work differently than regular URLs. URL shorteners like Rebrandly use 301 redirects to send users from a short link to a longer destination URL. This redirection tells search engines to go to the longer destination URL instead.
SEO benefits from keywords in the short URL slug don’t directly transfer to the full URL. Adding keywords to short links won’t automatically boost SEO rankings. Search engines analyze the content of the destination page, not the short link.
Benefits of using a keyword in short link URL Slug
While keywords in short URL slugs don’t directly impact rankings, they offer other advantages:
- Higher click-through rates. URLs with keywords attract more clicks because they clearly show what users will find when they click. This transparency encourages higher click-through rates as users prefer links related to their searches.
- More user-friendly and memorable URLs. Keyword-rich URL slugs make it easier for users to understand page content at a glance. This improves browsing experience and makes your website more memorable, increasing return visits.
- Improved branding. Consistent URL structure with industry-related keywords reinforces your brand identity and expertise. Users trust websites with clear, relevant, and professional URLs.
How to choose the right keyword for a URL slug
Here are some best practices to help you choose the right keyword for your URL slug:
Choose a descriptive slug
Ideally, you want your URL slug to accurately describe what to expect when visitors enter your page. A good slug provides context and describes the page or post it links to.
Include words that show the value users will get from clicking the link. This makes URLs more enticing and improves user experience. When users see a URL that promises valuable information or solutions, they’re more likely to click it.
To find good benefit-driven keywords, consider the main topic of the page and think about what users want to gain from it. Include words that capture these benefits in your URL slug.
Use memorable words
Choose memorable words that connect with your audience. A good URL slug is short and captures the essence of the page, making it easier for users to remember and return to your site.
Focus on keywords that are relevant to your content and somewhat unique to help your page stand out. Shortlink URL slugs are case-sensitive so make sure yours is clear and makes sense. Avoid strings of random letters or numbers.
Choose relevant keywords
Select keywords that align with what your users are looking for. This increases the chances they’ll interact with your page.
Using a custom URL slug like “summer-sale” is always better than a generic “6Jle0” because it’s more memorable, easier to type, and clearer about the link’s destination and purpose.
Don’t ignore branding
Incorporate your brand elements in URL slugs to strengthen your online identity. This can include your company name or slogan to build recognition, trust, and credibility.
Tools like Yoast SEO Premium can help you manage and customize URL slugs for maximum branding impact. A cohesive approach makes your website more memorable and trustworthy.
FAQs
The following are some common questions related to URL slugs and choosing the right keyword for them:
What is a URL slug?
A URL slug is a user-friendly and concise portion of a URL that represents a specific web page or resource. It is often used to improve the readability and search engine optimization of a website’s URLs. Good URL slugs are typically descriptive, relevant to the page’s content, and free of special characters or spaces.
What is the difference between a URL and a URL slug?
The main difference between a URL and a URL slug is that a URL (Uniform Resource Locator) is the complete web address that specifies the location of a specific webpage or resource on the internet, while a URL slug is a shorter, more user-friendly portion of the URL that typically comes after the domain name.
Why is it called a URL “slug”?
A URL slug is called so because it’s like a short, simplified “label” or “slug” added to the end of a URL, making it more human-readable and descriptive, often resembling a part of the page’s title or content. It helps improve the URL’s aesthetics, user-friendliness, and search engine optimization.
Many companies now refer to slugs as “back-halves,” which is much cleaner.
How is a slug important for SEO?
A well-structured and relevant URL can positively impact a webpage’s search engine rankings. Write URL slugs by incorporating keywords, keeping them concise, and ensuring they accurately represent the content can improve SEO performance.
How does keyword research influence it?
The slug is important for SEO as it provides search engines with a clear indication of a page’s content, and provides users with a better experience. Using a relevant target keyword in the slug ensures that the URL is relevant to users, enhancing the page’s visibility and click-through rate.