Getting your website to rank highly on search engines is essential for visibility and success. One often overlooked yet impactful aspect of SEO is the URL structure, specifically the slug. At Bigg, we help businesses achieve top rankings by optimising every part of their SEO strategy, including crafting the perfect URL slug.
What is an SEO Slug?
The URL slug is the part of a URL that comes after the domain name. For instance, in the URL www.bigg.co.uk/seo-optimisation-tips, the slug is “seo-optimisation-tips”. While it may seem like a small detail, a well-crafted slug plays a crucial role in SEO.
By creating clear, concise, and relevant slugs, you’re not only telling search engines what the page is about but also making it easier for users to understand what they’ll find. Slugs contribute to both search engine rankings and click-through rates, two fundamental pillars of online success.
Why SEO Slugs Matter for Rankings
A well-optimised slug can positively impact your website’s SEO in multiple ways:
Keyword Relevance: Search engines prioritise keywords in URLs, so including the main keyword in the slug can help improve rankings for that term.
User Experience: Short, descriptive slugs make it easier for users to quickly understand what the page is about, increasing the likelihood of clicks.
Trust and Credibility: Clean URLs are more likely to be perceived as trustworthy by users, which can lead to higher engagement and lower bounce rates.
At Bigg, we’ve seen firsthand how optimised URL slugs can enhance a site’s SEO, helping our clients attract more visitors and improve user retention.
Key Elements of an Effective SEO Slug
Now that we know why slugs are important, let’s explore how to create slugs that will contribute to better search rankings.
Keep It Short and Sweet
A good slug is typically between 3 and 5 words. Long slugs can look cluttered, making them less appealing to users and search engines alike. Aim for brevity while clearly conveying the page’s main topic.
For example:
Include Primary Keywords
When possible, include the primary keyword for the page in the slug. This will help search engines better understand the content and relevance of the page to user queries. However, avoid keyword stuffing; just one or two keywords should do.
For instance, if the main keyword is “SEO slugs”:
Avoid Stop Works
Stop words like “and”, “in”, or “the” don’t add much value to SEO slugs. Removing these words not only shortens the slug but also improves readability. Here’s an example:
Use Hyphens to Separate Words
Using hyphens (-) between words improves readability. Spaces can’t be used in URLs, and underscores (_) are not as search-engine friendly as hyphens. A clean-looking URL with hyphens also improves user trust and click-through rates.
How to Create SEO Slugs for Different Page Types
The best practices for URL slugs can vary depending on the type of page. Here are some examples to guide you:
Blog Posts and Articles
For blogs and informational articles, include the main topic or headline keywords in the slug. For instance, if your article is titled “How to Optimise Your Site’s SEO”, your slug could be:
/optimising-for-seo
Product Pages
If you’re running an eCommerce site, slugs should focus on the product name and any distinguishing features. For example, a product page for a red running shoe could be:
/womens-red-running-shoe
Category Pages
For category pages, use the main category keyword and keep it short. For example, if you sell men’s clothing, your category page slug could just be:
/mens-clothing
At Bigg, we often analyse our clients’ website structure and suggest slug improvements that make it easier for search engines to categorise their pages effectively.
Common Mistakes to Avoid
While creating SEO slugs can be straightforward, some common mistakes can hinder your efforts. Here are some pitfalls to avoid:
Using Special Characters: Avoid using special characters like #, &, and @, as these can break URLs and make them less readable.
Duplicating Keywords: Avoid repeating keywords in slugs. A good slug should be clean and to the point.
Changing Slugs Frequently: Once a slug is live, avoid changing it. Changing URLs can break existing links and hurt your SEO. If you must change a slug, ensure you set up a 301 redirect from the old URL to the new one to maintain link equity.
Steps to Review and Optimise Existing Slugs
If you’re ready to improve your site’s URL slugs, here are some actionable steps to get started:
Audit Current URLs: Start by identifying which URLs are too long, lack keywords, or use special characters.
Update Your Top Pages First: Prioritise updating slugs on your most important pages – those that receive the most traffic or are central to your SEO strategy.
Test and Monitor: After making changes, monitor traffic to these pages and track how they perform in terms of ranking and click-through rates.
The Bigg team uses advanced SEO tools to help our clients audit their sites and optimise their URL slugs, ensuring that their websites are fully SEO-compliant and optimised for ranking.
Useful Tools for Creating SEO-Optimised Slugs
As experts in digital marketing, we leverage advanced tools to ensure that our clients’ URLs are fully optimised for search engines. Here are a few of the key resources that can be used to maximise the impact of URL slugs:
Yoast SEO: As a powerful WordPress plugin, Yoast SEO provides tailored URL slug recommendations. This tool ensures that all blog posts and website content have SEO-optimised slugs, improving their visibility on search engines.
Ahrefs: Ahrefs can be used to conduct in-depth competitor analysis, reviewing URL slugs to gain valuable insights. This helps structure URLs effectively to stand out and attract more organic traffic.
SEMrush: SEMrush’s URL analysis tools allow for fine-tuning SEO slugs, providing the ability to review existing structures and make data-driven improvements. This ensures sites stay competitive and perform well on search engine results pages.
Additionally, many site platforms now offer built-in SEO features, making it possible to optimise slugs and other elements directly within the platform itself, further enhancing the efficiency of our process.
Here to Help You Step Up Your SEO Strategy
Mastering the art of SEO slugs is just one component of a successful SEO strategy. The team of experts here at Bigg is here to support you with every aspect of SEO, from keyword research and content optimisation to technical SEO and link building.
If you’re ready to elevate your site’s performance and drive more traffic, we’d love to help. Get in touch today to learn how we can make your SEO goals a reality and get your website ranking where it deserves to be.