Altering URLs for website positioning causes: When is it OK?

Personally, I alter outdated, dangerous or prolonged internet addresses (a.ok.a., URLs) when updating current content material very often.

Why? Let me clarify.

What did Google’s John Mueller say about altering URLs for website positioning?

Earlier than we dive in, let’s see what the official Google place on altering URLs for website positioning appears to be. It’s quoted from a tweet by John Mueller, Search Advocate at Google, because the connection between site owners and the search large.

As reported by Barry Schwartz on Search Engine Roundtable, Mueller acknowledged that the chance is way greater than the attainable reward when altering URLs (for website positioning causes):

“(…) Will it assist the location? Very, very hardly ever (if they’ve horrible URLs that you may’t even copy & paste, perhaps). Will a change negatively have an effect on the location for some time till it’s reprocessed? In all probability. Some threat + normally no acquire.”

How does a correct URL look within the first place?

Let’s begin with the perfect state of your URL. 

In case you’re utilizing WordPress or the same CMS, you’ll more than likely have a well-designed URL construction already by present requirements. 

The examples under are all fantastic:


Does your URL look something like this? Congratulations! You probably don’t have to alter something! 

It’s identical to Mueller mentioned: the chance of fixing a URL would outweigh any imagined profit.

Examples of probably dangerous URL constructions

Customized web sites and even content material administration techniques of the early days typically create dangerous web site addresses. 

It’s possible you’ll even run a legacy WordPress website that has some errors of the previous nonetheless in-built. 

Does your web site deal with appear to be a few of the probably dangerous examples under?


All these have been fairly widespread till a couple of years again, so you should still have a website with a much less optimum URL construction like one of many above.

Additionally, with web site builders and sophisticated enterprise-level CMS software program, you will have extra points.

Generally, web site builders like Weebly or Squarespace add gibberish to file names when coping with particular characters from overseas languages.

  • Numbers-only put up addresses are quick and candy, however there isn’t any purpose to click on them. They’re bland and meaningless.
  • Date-based addresses make sense just for publications that actually publish time-sensitive information, like The New York Instances (e.g., For everyone else, it could discourage individuals from clicking a hyperlink to evergreen content material as a result of they assume it’s simply “yesterday’s information”.
  • Key phrase-stuffed URLs can ostracize guests as they’re seen as low high quality and Google may also demote them in search outcomes.
  • Very lengthy, hard-to-read URLs with numerous redundant parts can merely confuse individuals. 

URL parameters that always include different web site names and even addresses (like are completely complicated. They’ll even mislead scripts on third-party websites the place you share content material.

When to alter URLs for website positioning causes

So when can you alter URLs? Ideally, by no means – not just for website positioning causes. It’s “by no means change a operating system” as an outdated laptop geek motto says.  

Nevertheless, we’re not residing in a perfect world (and I perceive that Mueller’s tweet is simply too quick so as to add all of the exceptions). So right here, we’ll go over situations when it’s OK to alter URLs.

Generally URLs are fully bonkers as within the instance provided by Patrick Cunningham on LinkedIn:

Lengthy ecommerce URL example

Under is a traditional comparability of typical URL constructions from Moz.

The Scale of URL Readability

Personally, I do change much less soiled URLs as effectively. Why?

Let me clarify.

To start with, I’ve been shortening prolonged URLs when updating current content material on WordPress often. For website positioning causes, a really lengthy URL like this:


…could be shortened to:


Why precisely?

First off, the URL itself is by now a negligible rating issue. As you’d count on, specialists are divided on that query. 

The obvious website positioning profit of unpolluted URLs is that they include (simply) key phrases in them and no redundant “cease phrases.”

So each time somebody hyperlinks your URL (like many automated techniques do – assume aggregators), you get wealthy anchor textual content hyperlinks that profit you in Google’s natural outcomes.

Additionally, persons are more than likely to click on them and thus discover your content material, share it and hyperlink to it.

The URL:

…is much less prone to appeal to guests than:


After an replace of current content material, you may discover that the present URL not displays the unique message. It might even be that the up to date article states the alternative of what it mentioned earlier.

A legacy article, like, might be modified to to mirror the present actuality. 

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When to alter URLs for different causes: Findability, usability and shareability

Direct website positioning profit is just not the one purpose to alter, optimize or repair your URLs. There are at the very least three typically extra necessary ones. 

When individuals discuss website positioning, they typically restrict their website positioning definition to one thing like “technical website positioning optimization for Google.”

Thus, once I counsel doing one thing for precise guests, many consumers will scream “no” and inform me “however that is not website positioning.” Therefore, they do not need to pay for it.

The logic behind this appears to be very old-fashioned as in “who cares for precise guests when Google loves it”? These days, this method not works effectively. 

Google now considers a plethora of rating elements, lots of which could be subsumed below the umbrella of person expertise (UX).

Convincing Google that it’s important to rank on high of its natural outcomes is simply step one.

It’s important to allow individuals to search out the precise useful resource they’re in search of, use it with out difficulties, and ideally share it.


Findability goes past website positioning. It ensures that issues are findable on-site as effectively. 

When you’ve got a fancy web site with numerous sections, subjects and classes, you might need to make sure that they’re mirrored within the URL so guests know the place they’re domestically.

A easy URL like might not suffice, particularly when there are many comparable sources. 

Contemplate a put up title and deal with this: google-struggles.

Think about a website that covers Google in many alternative sections:


Relying on the context, the content material of the article might be masking one thing fully totally different:

  • “Google struggles to fight spam”
  • “Google struggles to fulfill shareholders”
  • “Google struggles to persuade EU”

Your website might have began years in the past and grown considerably over time. You could have added hundreds of articles and by now it is arduous to search out them on the location simply by counting on the put up title.

Contemplate altering your URLs to make content material extra findable in your website then, notably if many individuals use your inside search to navigate the location.


Some argue that findability is only a subset of usability. To me, you’ve gotten to have the ability to discover one thing first to have the ability to use it second. 

Once more, too-long or cryptic URLs that seem within the browser deal with bar is perhaps unhelpful. Simply evaluate these two examples from Amazon:


Which one among them is extra usable? I believe you get the purpose. 

Each the German one and the .com hyperlink to the identical product (because the id “1501197983” is similar).

Once you see simply the URL within the deal with bar, you don’t have any means of understanding what the cryptic one results in. 

Most individuals have multiple tab open of their browsers. Generally you need to determine rapidly which tabs to shut. 

Once you scroll all the way down to view the evaluations on Amazon (the one unique content material they’ve), you’ll not know which product you’re viewing from wanting on the web page and deal with bar. 

After I analysis merchandise on Amazon and open quite a few tabs, I have a tendency to shut different tabs due to this.

Additionally, if it wasn’t for the globally acknowledged model, it could appear to be some type of creepy phishing website.

Does your URL appear to be the primary instance above? You might have a usability drawback to repair.


So that you discovered one thing and have been in a position to make use of it. Now you’re keen on it and need to share it. 

Or perhaps, you have been researching it for another person (like your aged mother and father) within the first place and now need to share your findings. 

You might even see some sharing buttons you may use however, in lots of instances, you’ll simply need to copy and paste a hyperlink (or somewhat URL) to ship by mail or on the spot messenger, assume:

  • Skype.
  • WhatsApp.
  • Telegram.
  • Different on the spot messaging apps.

Sharing lengthy URLs can appear to be this:

URL sharing on Skype

Alone website, I additionally add a simple solution to copy and paste a hyperlink. Most websites do not do that. They somewhat promote third-party websites. So what you do is:

  • Go to the deal with bar.
  • Choose the URL.
  • Copy it.
  • Then paste it manually. 

Quite a lot of issues can go flawed whereas sharing so the hyperlink might not arrive at its vacation spot with out breaking. 

Usually, it is usually not engaging sufficient to entice the recipient to click on it.

A numbers-only URL filled with every kind of gibberish just like the above instance might even forestall somebody from clicking it because it seems suspicious.

Does your URL make it very tough to be copied, pasted and shared? You could have to alter it then. 

As you in all probability discover, all these causes are additionally “website positioning causes.”

When guests cannot discover, use or share your hyperlinks because of unhealthy URL construction, they’re much less prone to unfold the phrase about your content material, services or products.

On the finish of the day, you get much less publicity and in the end hyperlinks.

The way to change URLs with out hurting your website positioning an excessive amount of

Now that you’ve got discovered that certainly your website is a type of few exceptions that make a change of URLs for website positioning causes advisable – what’s subsequent? 

How do you alter URLs really with out damaging your website positioning?

Observe the following pointers.

Be descriptive 

Simply having cryptic numbers like “1501197983” in your URLs, will not minimize it.

Make your URLs as descriptive as attainable. You possibly can hold the quantity for technical causes (as defined under), however add the gist of what the web page is about to the URL slug. In our case, it is one thing like: 


Overlook keyword-stuffing

The “website positioning causes” Mueller meant are in all probability including key phrases to URLs to “rank higher.” Within the distant previous, many individuals would try this. These days it is somewhat counterproductive. 

A URL slug like /change-url-seo is already keyword-rich. 

I ranked high 10 on Google for the phrase [url seo] for years and the URL was lots much less clear than that again then.

Add a quantity

WordPress and most different CMSs (internally) require a quantity to discover a useful resource. So as soon as you do not have one within the URL it’s mapped internally (and even slows down your website a bit). 

Additionally, whenever you change URLs too radically, WordPress may not be capable of map the URL to the useful resource appropriately.

The answer is straightforward and a compromise, you add each the quantity and the self-explanatory URL slug, as in:


The next will all result in the identical article:


Thus, sharing lengthy URLs by mail or IM can also be much less prone to break the hyperlink.

Use hyphens (no different particular characters)

Ideally, hyphens must be the one particular characters in URLs (identical to

In case your system requires different characters for technical causes, ensure to search out out whether or not they’re supported by Google and what they imply.

Use 301 redirect

Once you transfer in actual life, you’ll more than likely inform your prospects or purchasers your new deal with.

On the internet, it is comparable albeit even simpler. It’s important to use a redirect to inform each guests and Google spiders the place to search out you now. 

Nearly the identical course of applies when only a web page out of your website strikes or when the entire area will get changed (e.g., when your small business adjustments its title). 

There are a lot of methods to redirect a web page or complete website, but simply one among them actually works each for guests and Google on the similar time. It is a 301 redirect. You simply need to implement it. 

When your website runs WordPress or different fashionable CMSs, a 301 will likely be utilized routinely most often – until the brand new URL is so totally different that the CMS cannot assign it appropriately anymore.

Right here is an instance of an URL redirected by merely utilizing the URL slug function of WordPress on my weblog.


After shortening it, I merely appeared up whether or not the put up nonetheless reveals up when reloaded or throws an error.

Then you should utilize third-party redirect instruments. On WordPress, there are numerous totally different ones. I take advantage of Redirection by John Godley, which is free and has been downloaded over 2 million instances.

Some all-in-one instruments like Yoast website positioning additionally supply that (as a Premium) function. On Yoast, it is known as redirect supervisor.

In any other case, you will have to:

Manually add your URL in Search Console

That is in all probability the chance Mueller needed to warn web site house owners about within the first place.

As soon as you alter the URL – and assuming the 301 redirects work correctly – it might nonetheless take a very long time for Google to search out and index the brand new deal with.

Whether or not Google will crawl it rapidly or over time depends upon the general authority and even the dimensions of your website. Altering the URL in your XML sitemap might handle that, however you’ll be able to’t make sure.

So whenever you’re in a rush or need to decrease the chance of shedding helpful natural attain it’s advisable to inform Google manually via the Search Console {that a} useful resource moved and the place it’s now.

Opinions expressed on this article are these of the visitor writer and never essentially Search Engine Land. Workers authors are listed right here.

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About The Writer

Tadeusz Szewczyk

Tadeusz Szewczyk, also referred to as Tad Chef, is knowledgeable blogger and website positioning since 2004. Although based mostly in Berlin, Germany he has lined blogs, social media and seek for a worldwide viewers beginning in 2006. In 2007 he launched his personal weblog – website positioning 2.0 – and in addition revealed on quite a few different advertising blogs ever since. Lately he wrote for the social media accounts of many consumers as effectively. You possibly can join with Tad on LinkedIn and Twitter or go to his web site and skim his weblog about social website positioning.

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