Although the question has been asked and answered time and time again, the impact of embedding keywords in URLs for a site’s SEO is regularly Bahamas Email List discussed on social media and forums. This is precisely what we will answer in this article. To help us answer this question, nothing like Google itself, through the statements of John Mueller on Twitter. The latter said that the SEO impact of keywords placed in a URL is minimal once the content of the page is indexed. This assertion is not new. Indeed, for years, Google has declared that keywords in a URL represent a minor ranking factor with very little effect on your SEO .Make URLs understandable anyway3.

It’s interesting to look at how John Mueller’s response to Twitter turned out. If we read every word John wrote in this tweet, it is assumed that the keywords in the URL matter more if Google has not yet indexed the content on that page. This means that if you are creating new pages and they are not yet indexed, having optimized URLs, in addition to relevant content, can help Google to understand the meaning of your content faster. Therefore, do not deprive yourself of building URLs that help users and search engines understand the topic covered by your page. What about the length of the URL? Regarding the length of your URL, Google has specified several times that it is not a positioning factor for SEO. FYI, Google can process a maximum length of 2000 characters for URLs….

Make URLs understandable anyway

There is therefore little chance that you will reach this limit! Regardless, we know that the Mountain View firm has a habit of offering shortened URLs for its users. Don’t hesitate to make it easier for him by building concise URLs. The case of La Redoute When I was working within the SEO team of La Redoute in 2014, in August of this year we had a complete migration of the site to a new CMS. Led by Renaud Joly , this migration, which included a new site structure, included a complete overhaul of page categorization and URL formats! In other words, it was a question of radically changing the hundreds of thousands of URLs of the site, moving from a format including terminologies of product names (and therefore, keywords) like / short-dress.


Having less experience than now in SEO, at that time, I remember being questioned and asking Renaud several times if the switch to these URLs composed exclusively of numbers was not risky! In all peace of mind, Renaud supported his argument on the fact that this CMS migration focused on several pillars that were much more important for the SEO development of the site: Restructuring of categories. The creation of new product categories based on middle-tail and long-tail SEO product research. Integration and use of customer reviews on product pages. Clearer navigation for the customer, based on A / B testing aimed at optimizing UX . The optimization of the internal mesh in order to avoid any orphan pages and allow to break the silos. Optimization of the content of category pages.

What about the length of the URL?

The creation of a blog integrated into the site. The optimization of the webperf aimed at considerably improving the speed of the pages. A mobile site offering an optimal experience. A solid redirection plan between old and new URLs. Prioritization of the most important backlinks in order to directly ask webmasters to change their links to the new La Redoute URLs. There are probably aspects that I am forgetting … but all that to tell you that the question of the format of the URL did not arise as a blocking factor for SEO. The majority of the priorities being directed towards improving the customer experience and reducing cart abandonment . But why this URL format?

Like any good self-respecting marketplace, La Redoute needs to structure its site and its millions of products as much as possible, and this must be reflected in its URLs. The big advantage is that it facilitates data analysis through Analytics or Omniture (Adobe Analytics). This makes it possible, for example, to isolate groups of pages and types of products corresponding to number 695 (mid-length dresses) and to analyze their performance. In addition, this numbered URL format also allows the user and Google to display the precise categorization of the site without reaching an aberrant URL What about the SEO impact? No need to beat around the bush, Renaud Joly was obviously right about the almost zero impact of the change in URL format compared to other factors.

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