When is it okay to vary URLs for search engine optimisation causes?

Personally, I modify outdated, dangerous or prolonged net addresses (a.okay.a., URLs) when updating present content material very often.

Why? Let me clarify.

What did Google’s John Mueller say about altering URLs for search engine optimisation?

Earlier than we dive in, let’s see what the official Google place on altering URLs for search engine optimisation appears to be. It’s quoted from a tweet by John Mueller, Search Advocate at Google, because the connection between site owners and the search large.

As reported by Barry Schwartz on Search Engine Roundtable, Mueller said that the danger is far larger than the potential reward when altering URLs (for search engine optimisation causes):

“(…) Will it assist the positioning? Very, very not often (if they’ve horrible URLs you can’t even copy & paste, perhaps). Will a change negatively have an effect on the positioning for some time till it’s reprocessed? In all probability. Some danger + normally no achieve.”

How does a correct URL look within the first place?

Let’s begin with the perfect state of your URL. 

In case you’re utilizing WordPress or an analogous CMS, you’ll most definitely have a well-designed URL construction already by present requirements. 

The examples beneath are all wonderful:


Does your URL look something like this? Congratulations! You almost certainly should not have to vary something! 

It’s similar to Mueller mentioned: the danger of fixing a URL would outweigh any imagined profit.

Examples of probably dangerous URL constructions

Customized web sites and even content material administration techniques of the early days usually create dangerous web site addresses. 

It’s possible you’ll even run a legacy WordPress website that has some errors of the previous nonetheless in-built. 

Does your web site deal with appear to be a few of the doubtlessly dangerous examples beneath?


All these had been fairly frequent till just a few years again, so you should still have a website with a much less optimum URL construction like one of many above.

Additionally, with web site builders and complicated enterprise-level CMS software program, you will have extra points.

Generally, web site builders like Weebly or Squarespace add gibberish to file names when coping with particular characters from international languages.

  • Numbers-only submit addresses are quick and candy, however there isn’t a cause to click on them. They’re bland and meaningless.
  • Date-based addresses make sense just for publications that actually publish time-sensitive information, like The New York Occasions (e.g., For everyone else, it could discourage individuals from clicking a hyperlink to evergreen content material as a result of they assume it’s simply “yesterday’s information”.
  • Key phrase-stuffed URLs can ostracize guests as they’re considered as low high quality and Google may additionally demote them in search outcomes.
  • Very lengthy, hard-to-read URLs with plenty of redundant components can merely confuse individuals. 

URL parameters that usually include different web site names and even addresses (like are totally complicated. They’ll even mislead scripts on third-party websites the place you share content material.

When to vary URLs for search engine optimisation causes

So when can you modify URLs? Ideally, by no means – not just for search engine optimisation causes. It’s “by no means change a working system” as an previous laptop geek motto says.  

Nevertheless, we’re not residing in an excellent world (and I perceive that Mueller’s tweet is simply too quick so as to add all of the exceptions). So right here, we’ll go over cases when it’s OK to vary URLs.

Generally URLs are utterly bonkers as within the instance supplied by Patrick Cunningham on LinkedIn:

Lengthy ecommerce URL example

Beneath is a traditional comparability of typical URL constructions from Moz.

The Scale of URL Readability

Personally, I do change much less soiled URLs as nicely. Why?

Let me clarify.

To begin with, I’ve been shortening prolonged URLs when updating present content material on WordPress recurrently. For search engine optimisation causes, a really lengthy URL like this:


…may be shortened to:


Why precisely?

First off, the URL itself is by now a negligible rating issue. As you’d count on, consultants are divided on that query. 

The obvious search engine optimisation profit of unpolluted URLs is that they include (simply) key phrases in them and no redundant “cease phrases.”

So at any time when somebody hyperlinks your URL (like many automated techniques do – assume aggregators), you get wealthy anchor textual content hyperlinks that profit you in Google’s natural outcomes.

Additionally, persons are most definitely to click on them and thus discover your content material, share it and hyperlink to it.

The URL:

…is much less more likely to appeal to guests than:


After an replace of present content material, you may discover that the present URL not displays the unique message. It might even be that the up to date article states the other of what it mentioned earlier.

A legacy article, like, could possibly be modified to to mirror the present actuality. 

Get the every day publication search entrepreneurs depend on.

When to vary URLs for different causes: Findability, usability and shareability

Direct search engine optimisation profit is just not the one cause to vary, optimize or repair your URLs. There are a minimum of three usually extra essential ones. 

When individuals speak about search engine optimisation, they usually restrict their search engine optimisation definition to one thing like “technical search engine optimisation optimization for Google.”

Thus, once I recommend doing one thing for precise guests, many consumers will scream “no” and inform me “however that is not search engine optimisation.” Therefore, they do not wish to pay for it.

The logic behind this appears to be very old style as in “who cares for precise guests when Google loves it”? These days, this method not works nicely. 

Google now considers a plethora of rating components, lots of which may be subsumed beneath the umbrella of person expertise (UX).

Convincing Google that it’s a must to rank on prime of its natural outcomes is simply step one.

You must allow individuals to search out the precise useful resource they’re in search of, use it with out difficulties, and ideally share it.


Findability goes past search engine optimisation. It ensures that issues are findable on-site as nicely. 

In case you have a posh web site with plenty of sections, subjects and classes, it’s possible you’ll wish to make sure that they’re mirrored within the URL so guests know the place they’re domestically.

A easy URL like might not suffice, particularly when there are many related assets. 

Take into account a submit title and deal with this: google-struggles.

Think about a website that covers Google in many various sections:


Relying on the context, the content material of the article could possibly be protecting one thing utterly totally different:

  • “Google struggles to fight spam”
  • “Google struggles to fulfill shareholders”
  • “Google struggles to persuade EU”

Your website might have began years in the past and grown considerably over time. You’ll have added 1000’s of articles and by now it is laborious to search out them on the positioning simply by counting on the submit title.

Take into account altering your URLs to make content material extra findable in your website then, notably if many individuals use your inner search to navigate the positioning.


Some argue that findability is only a subset of usability. To me, you will have to have the ability to discover one thing first to have the ability to use it second. 

Once more, too-long or cryptic URLs that seem within the browser deal with bar could be unhelpful. Simply evaluate these two examples from Amazon:


Which one in every of them is extra usable? I believe you get the purpose. 

Each the German one and the .com hyperlink to the identical product (because the id “1501197983” is similar).

Once you see simply the URL within the deal with bar, you don’t have any approach of realizing what the cryptic one results in. 

Most individuals have a couple of tab open of their browsers. Generally you wish to determine rapidly which tabs to shut. 

Once you scroll right down to view the critiques on Amazon (the one unique content material they’ve), you’ll not know which product you’re viewing from wanting on the web page and deal with bar. 

After I analysis merchandise on Amazon and open quite a few tabs, I have a tendency to shut different tabs due to this.

Additionally, if it wasn’t for the globally acknowledged model, it will appear to be some sort of creepy phishing website.

Does your URL appear to be the primary instance above? You’ve got a usability downside to repair.


So that you discovered one thing and had been ready to make use of it. Now you’re keen on it and wish to share it. 

Or perhaps, you had been researching it for another person (like your aged mother and father) within the first place and now wish to share your findings. 

You might even see some sharing buttons you could possibly use however, in lots of instances, you’ll simply wish to copy and paste a hyperlink (or moderately URL) to ship by mail or prompt messenger, assume:

  • Skype.
  • WhatsApp.
  • Telegram.
  • Different prompt messaging apps.

Sharing lengthy URLs can appear to be this:

URL sharing on Skype

Alone website, I additionally add a straightforward solution to copy and paste a hyperlink. Most websites do not do that. They moderately promote third-party websites. So what you do is:

  • Go to the deal with bar.
  • Choose the URL.
  • Copy it.
  • Then paste it manually. 

Plenty of issues can go fallacious whereas sharing so the hyperlink might not arrive at its vacation spot with out breaking. 

Typically, additionally it is not engaging sufficient to entice the recipient to click on it.

A numbers-only URL full of all types of gibberish just like the above instance might even stop somebody from clicking it because it seems to be suspicious.

Does your URL make it very troublesome to be copied, pasted and shared? You’ll have to vary it then. 

As you most likely discover, all these causes are additionally “search engine optimisation causes.”

When guests cannot discover, use or share your hyperlinks attributable to dangerous URL construction, they’re much less more likely to unfold the phrase about your content material, services or products.

On the finish of the day, you get much less publicity and in the end hyperlinks.

The right way to change URLs with out hurting your search engine optimisation an excessive amount of

Now that you’ve discovered that certainly your website is a kind of few exceptions that make a change of URLs for search engine optimisation causes advisable – what’s subsequent? 

How do you modify URLs truly with out damaging your search engine optimisation?

Observe the following tips.

Be descriptive 

Simply having cryptic numbers like “1501197983” in your URLs, will not minimize it.

Make your URLs as descriptive as potential. You may maintain the quantity for technical causes (as defined beneath), however add the gist of what the web page is about to the URL slug. In our case, it is one thing like: 


Neglect keyword-stuffing

The “search engine optimisation causes” Mueller meant are most likely including key phrases to URLs to “rank higher.” Within the distant previous, many individuals would do this. These days it is moderately counterproductive. 

A URL slug like /change-url-seo is already keyword-rich. 

I ranked prime 10 on Google for the phrase [url seo] for years and the URL was loads much less clear than that again then.

Add a quantity

WordPress and most different CMSs (internally) require a quantity to discover a useful resource. So as soon as you do not have one within the URL it’s mapped internally (and even slows down your website a bit). 

Additionally, once you change URLs too radically, WordPress won’t have the ability to map the URL to the useful resource appropriately.

The answer is straightforward and a compromise, you add each the quantity and the self-explanatory URL slug, as in:


The next will all result in the identical article:


Thus, sharing lengthy URLs by mail or IM can also be much less more likely to break the hyperlink.

Use hyphens (no different particular characters)

Ideally, hyphens must be the one particular characters in URLs (similar to

In case your system requires different characters for technical causes, make sure that to search out out whether or not they’re supported by Google and what they imply.

Use 301 redirect

Once you transfer in actual life, you’ll most definitely inform your clients or shoppers your new deal with.

On the net, it is related albeit even simpler. You must use a redirect to inform each guests and Google spiders the place to search out you now. 

Nearly the identical course of applies when only a web page out of your website strikes or when the entire area will get changed (e.g., when your online business adjustments its title). 

There are lots of methods to redirect a web page or entire website, but simply one in every of them actually works each for guests and Google on the identical time. It is a 301 redirect. You simply need to implement it. 

When your website runs WordPress or different fashionable CMSs, a 301 will likely be utilized robotically generally – except the brand new URL is so totally different that the CMS cannot assign it appropriately anymore.

Right here is an instance of an URL redirected by merely utilizing the URL slug characteristic of WordPress on my weblog.


After shortening it, I merely appeared up whether or not the submit nonetheless reveals up when reloaded or throws an error.

Then you should utilize third-party redirect instruments. On WordPress, there are lots of totally different ones. I take advantage of Redirection by John Godley, which is free and has been downloaded over 2 million occasions.

Some all-in-one instruments like Yoast search engine optimisation additionally supply that (as a Premium) characteristic. On Yoast, it is referred to as redirect supervisor.

In any other case, you will have to:

Manually add your URL in Search Console

That is most likely the danger Mueller wished to warn web site house owners about within the first place.

As soon as you modify the URL – and assuming the 301 redirects work correctly – it could possibly nonetheless take a very long time for Google to search out and index the brand new deal with.

Whether or not Google will crawl it rapidly or over time is dependent upon the general authority and even the scale of your website. Altering the URL in your XML sitemap might handle that, however you may’t make certain.

So once you’re in a rush or wish to reduce the danger of shedding worthwhile natural attain it’s advisable to inform Google manually by way of the Search Console {that a} useful resource moved and the place it’s now.

Opinions expressed on this article are these of the visitor writer and never essentially Search Engine Land. Employees authors are listed right here.

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About The Creator

Tadeusz Szewczyk

Tadeusz Szewczyk, also called Tad Chef, is an expert blogger and search engine optimisation since 2004. Regardless that primarily based in Berlin, Germany he has coated blogs, social media and seek for a worldwide viewers beginning in 2006. In 2007 he launched his personal weblog – search engine optimisation 2.0 – and likewise printed on quite a few different advertising blogs ever since. In recent times he wrote for the social media accounts of many consumers as nicely. You may join with Tad on LinkedIn and Twitter or go to his web site and skim his weblog about social search engine optimisation.

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