Which are some important google urls

The best url for search engines

Having a clear URL helps people and Google. Searchers can also use the URL to better judge whether the page answers their question. Google can interpret and rate content better with a clear and structured URL. This blog article will help you implement an SEO and people-friendly URL.

Short urls are better

The length of a URL and the ranking in Google search results are related. It is difficult to prove whether a short URL is the cause of a better ranking. However, it is advisable to keep the URL short. In this way, the visitor can better see what he can expect on the page.

In the search results pages, Google cuts a URL from a certain pixel width. The rule of thumb helps here: Keep the URLs as short as possible - with the maximum expressiveness.

Understandable URLs

URLs should be understandable for a person and not reflect the cryptic settings of a CMS.

Good: mydomain.tld / category / product
Bad: my-domains.tld / cms / publish / documents / post? Id = 12743 & kw = category + sub-category + product name

Subdomain or subdirectory

Content can either be distributed to subdomains or directories if it belongs to the main page but is to be presented separately from it. Regardless of whether they are stored in a subdirectory or under a subdomain: Google tries to identify whether the content can be assigned to the main page or whether it is to be understood as content to be separated. According to Google, there should be no disadvantages, regardless of which variant you choose.

Nevertheless, many SEO experts recommend storing content such as blogs in subdirectories and avoiding subdomains. Google's John Mueller only advises against wildcard subdomains3 from.


united-domains. de / blog /

Keywords and structured subdirectories

To the question1whether a keyword in the URL is a ranking factor for Google, says John Muller (Google Switzerland):

I believe that's a very small ranking factor. So it's not something I’d really try to force. And it's not something I’d say it’s even worth your effort to kind of restructure your site just so you can include keywords in the URL.

Nevertheless, it makes sense to create an understandable page structure and to use keywords. The greatest challenge for a good URL structure is to anticipate the development of the next few years and thus create a coherent directory structure.

https: //mydomain.tld/category/product

In this URL, the information is broken down into enough detail. In this way, new products can be easily added without having to modify the URL structure later and create redirects for the relocated pages.

Stop words and insignificant information in the domain and the URL

Words and characters in the URL and domain that do not provide the searcher with significant informational value should be deleted. They take up space for important keywords and information.

Stop words2 are not taken into account during indexing, as they occur frequently and have no relevance for the interpretation of the text content. Even if search engines rely on full indexing, stop words do not contribute to a better placement in the search result.

denkfabrik.tld / research-and-analysis
denkfabrik.tld / research-analyzes

The fewer directory levels are necessary, the better. It is not necessary to repeat a keyword.

Stop words may appear in the domain. Stop words in domains are often chosen because the domain is usually assigned without a stop word. There is a risk that people will memorize the domain without a stop word and visit the wrong website.


Better safe than sorry: http or https?

Websites that use https as opposed to http encrypt the data between the server and browser. The encryption is visible and is perceived positively by visitors. The use of https is a weakly weighted ranking factor. A change is still often recommended:

We’ve seen positive results, so we're starting to use HTTPS as a ranking signal. For now it's only a very lightweight signal [...] But over time, we may decide to strengthen it, because we'd like to encourage all website owners to switch from HTTP to HTTPS to keep everyone safe on the web.

Excerpt from the Google blog from August 6, 2014

More and more sites are therefore switching from http to https. Pages that are not converted may in future run the risk of being penalized because they rely on an insecure, unencrypted connection.

Tool tip: Test the SSL certificate

The right domain extension (TLD)

The domain ending is irrelevant for a search engine as long as it is a generic top-level domain (gTLD), e.g. .com, .net or .org. According to Google, (new) gTLDs are not disadvantaged, even if they include many domains that are misused for spam.

In contrast to the search engine, the domain ending is an important quality feature for many people. The domain ending is an influencing factor that affects the decision on which search result someone clicks. The domain ending should therefore be chosen carefully.

In Germany the endings .de and .com are the first choice. In the USA the ending .com dominates. It is more likely that a searcher will opt for a search result with a .de or .com domain in the URL - provided the other factors are identical.

Country endings (ccTLDs) can generate additional SEO benefits. A country ending like .de or .fr can improve the ranking of a page for the respective country in which it is searched. ccTLDs signal to search engines that the content is specifically geared towards a country or region. If example.de, example.fr and example.com are identical in all other ranking factors, example.de will rank better in the search results of a German user.

A high relevance for Germany rules out geo-targeting for France. If you use several languages ​​or countries, you need several ccTLDs for geo-targeting to work. With a .com domain, it is possible to implement geo-targeting for France or Germany. Many Germans probably trust their national ending more than a .com domain.

Companies choose different strategies. Some rely on a .com domain and direct all country domains to the .com address. Others have their own content under each country ending and thus create a high level of trust.

One group within the ccTLDs has a special position on Google. So-called gccTLDs are country endings (ccTLDs) that Google treats like generic top-level domains. Google currently treats the following ccTLDs like a gTLD4: .ad, .as, .bz, .cc, .cd, .co, .dj, .fm, .io, .la, .me, .ms, .nu, .sc, .sr, .su,. tv, .tk, .ws

You can find detailed information on choosing the right domain extension here:

The second level domain (SLD)

The second-level domain - ie the "united-domains" in united-domains.de - is not relevant for search engines. From an SEO perspective, it makes no difference whether a domain is worth € 50,000 or € 50, sounds nice, is short or is noticeable to people.

When it comes to choosing a domain, the SEO perspective is of secondary importance. A good domain is characterized by the fact that it is attractive to a person. Finding a good domain is not easy. We have put together a detailed series of blog articles to help you find the perfect domain and avoid registration errors:

Keyword domains and EMDs

Keywords in a domain are not the cause of a good ranking. Good keyword domains are still attractive if the recommendations for second-level domains are observed.

Exact-Match-Domains (EMDs) are domains that match a search query. The search query is: »bestes goulash recipe« and the domain for the search query would be »bestes-gulaschrezept.de«.

It used to be easy and cheap to register exact match domains (EMDs) and thus quickly achieve a good placement in Google search results. Google has corrected this rating advantage and even penalizes EMDs in certain cases.

A location in the domain can work, but it limits the target group. If someone is looking for a lawyer in Berlin, the searcher would not click on a domain that contains "anwalt münchen".

No special characters | Length of the URL

URLs should only contain legal ASCII characters: alphanumeric characters and some reserved characters for use as control characters. The following table summarizes the permitted characters:

setcharacterURL usage
Alphanumerica b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9Text strings, scheme usage (http), port (8080), etc.
Unreserved– _ . ~Text strings
Reserved! * ‚ ( ) ; : @ & = + $ , / ? % # [ ]Control characters and / or text strings

Sources: Google on URL encoding, the RFC3986 and the wikipedia entry on URL encoding.

Upper / lower case: A continuous lower case of the entire URL makes administration easier.

Separator: Hyphens are useful for separating words within the URL strings.

Multiple urls for one page: use canonical tags

Canonical tags help when you have multiple variants of a URL for the same page. You use the canonical tag to tell Google which URL variant you prefer. Google explains canonical tags here and describes how to set them.


The optimization of websites is geared more and more to the needs of a person and less and less to the technical details. With our tips you can create an SEO- and people-friendly URL.


1 Example of unnecessary stop words: "and" or "or".

2 Question: "Keyword in the URL, is that a ranking factor?

3 A wildcard subdomain ensures that all entered subdomains are forwarded to a specific destination in a URL.

4 Google has a list of gccTLDs available.