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  • Writer's pictureJessica Plant

Navigating SEO: The Significance of URL Structure

A SERP with the words "The Significance of URL Structure"

What Exactly is a URL?

Think of a URL (or, in long form, a Uniform Resource Locator) as the aromatic blend you need to navigate the web. It's akin to the recipe you type into your browser to find your favourite online hangouts. 

So, why does a website's page URL matter? Keep reading; we're spilling the beans here—a URLs structure can make a big difference in how many people consume your content.

A URL has five key ingredients: the scheme, subdomain, second-level domain, top-level domain, and path. Understanding how to blend these parts is crucial for brewing a winning SEO and user experience strategy for your brand and online presence.

5 parts of a URL

A URL is like the brewing process for your favourite coffee cup—different elements combine to create the best experience!

Let's Breakdown the Parts of a URL Structure:

Scheme First, we have the scheme, which is like the recipe for your brew. It tells your browser how to access the page—whether through the conventional HTTP protocol or HTTPS (the "s" is for secure), just like adding an extra shot of espresso for safety! Subdomain

Subdomains help organize content on your website, like dividing your coffee shop into cozy corners for different vibes. And here's the fun part—you can get creative with your subdomain name, just like mixing in different syrups for your brew!

Root Domain

The subdomain comes before the root domain, the website's main folder, where all the other files are stored. It is the topmost part of a website's address and represents the ground level of the site’s identity.

For example, in the URL: "," the root domain is the combination of the second-level domain (SLD) and top-level domain (TLD) — ""

Second-Level Domain Next, we've got the second-level domain (SLD), which is your website's name, often your brand name. It's the unique address where your website lives.

Top-Level Domain

Then comes the top-level domain (TLD), the suffix that follows the website's name, often referred to as a domain extension, adding the finishing touch to your website's address. TLDs are a vital part of the internet's infrastructure, helping to organize and identify websites and their associated content and impacting visibility and credibility in search engines and with users. There are two main types of TLDs: Generic TLDs (gTLDs): are extensions like .com, .org, .net, .info, and .biz. Country Code TLDs (ccTLDs): are associated with a specific country or geographic region and include extensions like .ca (Canada), .uk (United Kingdom), .jp (Japan), and .au (Australia), among others.

.CA domain icon

Canadians love Canadian websites—big time! Whether you chalk it up to patriotism or just some good ol' true north love, according to 2022 research conducted by the Strategic Council, 84% of Canadian shoppers prefer to buy from .ca websites. 

Having a .ca domain can increase trust among Canadian consumers and offer other awesome benefits, making it a wise decision for any business operating in Canada.

The Path

Last but not least, we have the path that refers to your website's specific page, post, or file, making it easy for visitors to find exactly what they're looking for, just like locating that go-to spot for your perfect morning brew.

So there you have it, the perfect recipe for brewing an easy-to-navigate URL structure!

But Why is URL Structure SO Important for SEO?

Your URL structure is like the brewing process of your website's content—the secret sauce connecting your content with your audience. But why does it matter? Let's pour over the two primary reasons:

1. Enhancing User Experience Think of your URL structure as the aroma that draws visitors towards your business. A well-organized URL with clear hierarchies makes navigating your website as smooth as sipping on a perfectly brewed cup of coffee. 

By serving content intuitively, you're keeping your visitors happy and giving those sneaky web crawlers something to rave about. So, brew up a logical URL structure and watch as your website becomes the go-to spot for humans and search engines! You'll want to make your website as easy to browse as possible so visitors can confidently navigate it without chaos because confusion is the enemy of website conversion.

When building your website, consider your URLs the secret ingredient in your perfect brew. Instead of a confusing mishmash of characters, aim for URLs that act like friendly guides, leading visitors straight to the good stuff.

Just imagine you're pursuing the ultimate cup of coffee.

Wouldn't you prefer a link like "" that spells it out rather than a head-scratcher like, ""? 

Clear and concise URL vs. a head scratching option

We're guessing you'd go for the clear and concise option—and we couldn't agree more. So, sprinkle in some descriptive keywords, like adding just the right amount of coffee grounds to your filter, and voila! Your URLs will be inviting and easy to understand. Keep it simple and friendly, and prepare to brew up some online marketing magic!

2. Brewing Up Preferred Page Rank URL structures aren't just about directing traffic—they're similar to the secret ingredients telling Google about your website's pages and how they connect.

Illustration of how an internal link strategy works

And just like adding the perfect blend of beans to your brew, an internal linking strategy (links to pages within your site) helps Google understand your content better.

When you craft your URLs with humans in mind, you also serve a tasty treat for search engine web crawlers. By making them easy to navigate, you invite these bots to read and index your website, ensuring your content is fresh and relevant for searchers.

Let's discuss the buzz around URL optimization. PageRank is Google's way of measuring the value and relevance of your web pages. While root domains typically hold the most rank, sprinkling keywords into your other pages and blog post URLs can give your rankings an extra kick. But you want to stay moderate with the keywords. Keep it balanced and only include what truly adds value.

How to upload a sitemap to Google Search Console

Pro Tip: After your website goes live or whenever you make changes to your page URLs, remember to (re)submit your sitemap in Google Search Console. This ensures that the search engine more effectively crawls and index your pages, keeping your spot on the SERPs fresh and hot like your morning brew!

Enhance Your SEO Strategy with an Effective URL Structure

If you're ready to boost your SEO efforts but aren't sure where to begin, focusing on optimizing your URL structure can be a great starting point. By organizing your URLs effectively, you can enhance your website's visibility and attract more organic traffic, ultimately leading to improved rankings and increased exposure for your business.

At The Brand Brew™, we optimize URL structures to maximize SEO benefits as part of our Website Design Experience.

Contact us today to take the first step towards improving your website's performance and more effectively reaching your target audience.


Ready to start brewing?

Let's discuss how to brew your brand and steep your digital success.

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