What You Need to Know About URL Structure

URL StructureWhat is the big deal about your URL structure?  Your web address is important.  Similar to your physical home or business address.  Without an address, your postman would not know where to deliver your mail.  Without an address, GPS could not give you instructions.  Customers and clients would not know where to find you.


It is the same with your URL, short for Universal Resource Locator.  Without a URL no one would ever be able to find you on the web.

Web Address

URL is an abbreviation that stands for Universal Resource Locator.  It’s just another name for a web address.  It is the text that you type into your internet browser when you want to go to a website.


Your website has a unique URL.  It includes www. your domain name. com or org or another ending.

Every Page

Every different page or blog post that is part of your website has the above as part of its URL.  But it also has additional words/characters after the address to make it unique.  This makes it possible for each page to have its own address.   This allows you to drive traffic to a particular page or blog post.

Each of those pages or posts should have a reason for existing or a purpose.   An example might be your about page, or you contact me page, or services, or legal.

Here is a  simple example of a page that clearly handles one topic:

Generic example:


Product Specific-based example:



You will want the URL to be easy for people to find the info and for search engines to crawl the site.   Using keywords in the URL is important.

Plan Ahead

URL’s can be tricky to correct if you don’t plan in advance you will have endless redirect loops that confuse your site visitors and Google.


Here are some tips to follow to get the most out of your URL and set your sites up to improve your SEO.
  • Easy to read: Can the user understand what the page is about?
  • Keyword-rich: Did you include a keyword in your URL?
  • Consistent: URL’s should be consistent across your site and use the same format.
  • Future-proof: Plan ahead and minimize redirects.

While content is “king” of your website, don’t underestimate the importance of your URL structure.  The web address is the first chance you have to make an impression.  Make it a good one for customers and Google!

Latest from Our Blog

Rodeo Houston to offer free admission on March 8

Upstream Marketing is proud to serve Houston and the surrounding areas since 2004.   If you live or work in the Houston area, you are familiar with the annual Houston Livestock Show and Rodeo. The

Continue Reading

How to start a blog for your small business

How to Start a Blog for your Small Business Blogging is a great way to increase the reach of your small business. From raising brand awareness to converting possible customers, blogs are a great way

Continue Reading

How to achieve your business goals for 2023

How to Achieve Your Business Goals for 2023 The New Year is a time for setting goals and making resolutions. If you’re a business owner, this is also an excellent time to reflect on your

Continue Reading

Let's Talk

"*" indicates required fields

How may we help you?

How may we contact you?

We value your privacy and guarantee your info will stay with us.
This field is for validation purposes and should be left unchanged.