How important is it to use keywords in your URLs?

Including keywords in URLs can actually have a negative impact on

your rank.

VERY important, BUT…

The 3 Most Important Questions to Ask Yourself about Your Ecommerce URL Structure

1. Do your URLs sound like normal English when read

aloud?

Do NOT keyword stuff!

Search engines like URLs that read like regular English and give those

sites preference in rank.

Source: Moz.com

How to Double-Check Your URL Readability:

1.  Read them out loud

2.  Remove anything that sounds “off”

3.  Restructure

2. Are your URLs cannibalizing?

Cannibalization occurs when you inadvertently optimize one page

over another.

Most commonly happens between product & category pages.Source: Moz.com

Incorrectly using keywords can have a negative impact.

PRODUCT PAGE

BOUNCE RATE

CATEGORYPAGE

CONVERSIONS

How to Fight URL Cannibalization:

1.  Remove keywords from product

page URL & metadata

2.  Replace with brand & model #

3.  Add keywords to your category

page URLs

4.  Let search engines index

5.  Watch category pages rise in rank!

3. Are your URLs consistent?

Most ecommerce websites use automatically generated URLs

and sitemaps.

EFFICIENT CONSISTENT

If your URLs are inconsistent, you risk creating duplicate content.

Source: Moz.com

Common Inconsistencies:

1.  www.domain versus http://domain

2.  http versus https

3.  Using .html, .htm or no filename

4.  Capitalization

Google Webmasters

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