How To Write Seo Friendly Urls
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The anatomy of a good URL
URLs are one of the highest-leverage, lowest-effort SEO factors. They appear in search results, get copied into social, live in backlinks forever, and tell both humans and crawlers what a page is about before anyone clicks. A good URL is short, readable, keyword-aware, and stable. A bad one is long, parameter-stuffed, fragile, and quietly costs rankings. This guide covers the rules that matter (and the myths that don’t), how to choose slugs, the structural patterns for different page types, and how to handle changes without destroying SEO.
Slug rules — what to do
A well-formed URL looks like:
Slug rules — what NOT to do
/about and /about/ are technically different URLs. Pick one and redirect the other. Most modern frameworks (Next.js, Gatsby, Hugo) pick a convention and stick with it.
Structural patterns by page type
Ensure the redirect is 301 (permanent), not 302, so link equity consolidates on the canonical version.
Trailing slashes
Even with good URL structure, duplicates happen: UTM parameters, www vs. non-www, filtered category pages, pagination.
Canonicalization — tell crawlers which URL is real
If you must change a URL (rebranding, restructuring, consolidating content):
URL changes — the redirect playbook
Never delete a URL without a redirect unless the content is truly retired (then a 410 Gone can be cleaner than a 404).