Search Engine Optimization Tip: Use Keywords in Your URL

Over the years, I personally have provided search engine optimization tips from time to time, especially when I see a web site that is not taking advantage of everything they could do to properly optimization their site for the search engines.

I recently came across a web site that, for whatever reason, was using numbers as their file names and folder names. Perhaps this was some sort of Content Management System that they were using that forced this, but whatever the case it just was not very search engine friendly. For this search engine optimization tip, I will focus on putting keywords in your URLs, and keywords in your file names.

If you look at a URL, it can include everything from a subdomain (KEYWORD.domain.com), the actual domain name (KEYWORD.com), a folder or directory (domain.com/KEYWORD/) or the actual page or filename (domain.com/directory/KEYWORD.html or domain.com/directory/KEYWORD.asp, etc.). For this search engine optimization tip about keywords in your URL, I am going to talk about all of these.

Back in 2003, over seven years ago, and most likely even in the mid 1990s when I started doing search engine optimization, I remember naming files with the appropriate keywords. I did not name the filenames specifically for SEO purposes, but for my own purposes: when I looked at a list of files on my hard drive it was just easier to see what was in the file if I named the files consistently. For example, if it was a particular photo of my son, I would name it “AJ-outside-dogs-Dec12-1997.jpg” (My son’s name is AJ, the photo was taken outside with our dogs, on December 12, 1997). It just makes sense that the content of the file (or photo, in this case) or the web page would be reflected in the actual filename. Back over 10 years ago I was thinking about putting keywords in the URL, in filenames. Not only does it matter for search engine optimization purposes, it is logical to use your keyword in your URL.

It is logical for search engine optimization purposes because when someone is viewing a page of search results, a list of URLs, they are more likely to click on a page called “puppies.html” if they are looking for puppies, rather than a page called 1234.html. The user, the searcher, is your target audience: you want them to click on a search result and come to your website. So, name your filenames, your URLs, accordingly.

Let’s first talk about your domain name and having your keywords in your domain name. I realize that for existing web sites it is going to be difficult (or perhaps not recommended) or not practical to change your domain name to a keyword-rich domain name. However, if you have the opportunity, then having a keyword-rich domain name (e.g., keyword.com) would be ideal. So, if you are in a niche industry and the opportunity presents itself to have a keyword rich domain name then I would buy it and use it. Another option (although not as good as actually using the name) would be to buy the keyword rich domain name and redirect it (with a 301 Permanent Redirect) to your existing website. Domain prices (and especially the aftermarket prices) are going up every day. That said, let’s look back at some history of keyword rich domain names and search engine rankings and Google in particular.

Back before 2003/2004/2005, Google rewarded websites that had their keywords in their domain name. I remember it being very difficult to get a top search engine ranking or “beat out” a website that had a keyword-rich domain name. It just seemed as though there was extra “weight” given to those whose website had the keyword in the domain name. If you were searching for “red widgets” you almost always saw “redwidgets.com” at the top of the search results, no matter whether they deserved to be there or not. I do not recall the particular date when this changed; but I do recall it changing; Google, for a period of time, seemed to “penalize” someone for this (or stopped giving extra weight) for the keyword in the domain name. Within the last year or so, I have seen this “penalty” or “extra weight” being changed. Google now, til this day, gives extra weight (somehow) to sites that are “about a certain keyword” and they have the keyword in the domain name.

Subdomains and having a keyword in your subdomain can be tricky. Right now I am not recommending that you set up subdomains for the sole purpose of getting your keywords in the URL. If you have enough content on your site (what’s enough content?) to support a separate section or a separate subdomain then it might be appropriate to use a subdomain. An appropriate use would keyword.companyname.com where “keyword” represents one entire division of your business. Otherwise, I would tend to want to use a directory.

Using keywords in your directory makes sense because you are “categorizing” your web site into separate sections. As a user, I would expect to find all of your “red widgets” information at domain.com/redwidgets/ or even domain.com/widgets/red/.

Using keywords in your file names makes sense because you are essentially describing what is on the page. As a user, I would expect that your web site’s privacy policy be located at domain.com/privacy.html or even domain.com/privacy-policy.html.

The search engines may give extra “weight” to having keywords in your URL. In the search engine results, they typically will bold the keyword you searched for when it appears in a site’s URL. I would not “go overboard”, though, and add the keyword everywhere. Just use it where it makes sense.