When is it okay to alter URLs for search engine optimization causes?


Personally, I alter outdated, dangerous or prolonged net addresses (a.okay.a., URLs) when updating current content material very often.

Why? Let me clarify.

What did Google’s John Mueller say about altering URLs for search engine optimization?

Earlier than we dive in, let’s see what the official Google place on altering URLs for search engine optimization 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 big.

As reported by Barry Schwartz on Search Engine Roundtable, Mueller stated that the chance is far increased than the doable reward when altering URLs (for search engine optimization causes):

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

How does a correct URL look within the first place?

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

In case you might be utilizing WordPress or an analogous CMS, you’ll almost definitely have a well-designed URL construction already by present requirements. 

The examples beneath are all wonderful:

  • instance.com/post-title
  • instance.com/matter/post-title
  • instance.com/matter/sub-topic/post-title

Does your URL look something like this? Congratulations! You almost certainly do not need to alter something! 

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

Examples of doubtless dangerous URL buildings

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

It’s possible you’ll even run a legacy WordPress web site that has some errors of the previous nonetheless inbuilt. 

Does your web site handle appear to be a number of the probably dangerous examples beneath?

  • instance.com/p?=123
  • instance.com/2022/11/01/post-title
  • instance.com/keyword1-keyword2/keyword1/keyword2-keyword1
  • instance.com/class/sub-category/matter/sub-topic/very-long-headline-that-does-not-really-have-to-be-added-to-url?id=123456789&utm_source=Twitter&utm_campaign=social

All these had been fairly frequent till just a few years again, so you should still have a web site with a much less optimum URL construction like one of many above.

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

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

  • Numbers-only put up addresses are brief and candy, however there isn’t a motive 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., https://www.nytimes.com/2022/10/12/enterprise/wall-street-mixed-quarterly-earnings.html). 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 considered 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 utm_source=Twitter.com) are completely complicated. They’ll even mislead scripts on third-party websites the place you share content material.

When to alter URLs for search engine optimization causes

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

Nonetheless, we aren’t dwelling in an excellent world (and I perceive that Mueller’s tweet is simply too brief so as to add all of the exceptions). So right here, we’ll go over situations when it’s OK to alter URLs.

Typically URLs are utterly bonkers as within the example offered by Patrick Cunningham on LinkedIn:

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

The Scale of URL Readability

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

Let me clarify.

To begin with, I’ve been shortening prolonged URLs when updating current content material on WordPress repeatedly. For search engine optimization causes, a really lengthy URL like this:

  • instance.com/shortening-too-long-urls-when-updating-existing-content-on-wordpress 

…will be shortened to:

  • instance.com/shortening-urls 

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 search engine optimization profit of fresh URLs is that they include (simply) key phrases in them and no redundant “cease phrases.”

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

Additionally, individuals are almost definitely to click on them and thus discover your content material, share it and hyperlink to it.

The URL:

…is much less prone to entice guests than:

  • instance.com/henry-cavill-shirtless

After an replace of current content material, you would possibly discover that the present URL now not displays the unique message. It could even be that the up to date article states the other of what it mentioned earlier.

A legacy article, like instance.com/google-plus-launched, may very well be modified to instance.com/google-plus-discontinued to mirror the present actuality. 

Get the day by day publication search entrepreneurs depend on.

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

Direct search engine optimization profit shouldn’t be the one motive to alter, optimize or repair your URLs. There are at the least three typically extra necessary ones. 

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

Thus, after I recommend doing one thing for precise guests, many consumers will scream “no” and inform me “however that is not search engine optimization.” 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 strategy now not works properly. 

Google now considers a plethora of rating components, lots of which will be subsumed below the umbrella of user experience (UX).

Convincing Google that it’s a must to rank on high of its natural outcomes is just step one.

You need to allow individuals to seek out the precise useful resource they’re in search of, use it with out difficulties, and ideally share it.


Findability goes past search engine optimization. It ensures that issues are findable on-site as properly. 

When you have a posh web site with numerous sections, matters and classes, you might need to be sure that they’re mirrored within the URL so guests know the place they’re domestically.

A easy URL like instance.com/post-title might not suffice, particularly when there are many comparable assets. 

Think about a put up title and handle this: google-struggles.

Think about a web site that covers Google in many various sections:

  • instance.com/know-how/google
  • instance.com/finance/google 
  • instance.com/legislation/google 

Relying on the context, the content material of the article may very well be protecting one thing utterly completely different:

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

Your web site might have began years in the past and grown considerably over time. You will have added hundreds of articles and by now it is exhausting to seek out them on the positioning simply by counting on the put up title.

Think about altering your URLs to make content material extra findable in your web site then, significantly if many individuals use your inner search to navigate the positioning.


Some argue that findability is only a subset of usability. To me, you could have 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 handle bar is likely to be unhelpful. Simply evaluate these two examples from Amazon:

  • www.amazon.de/dp/1501197983/?coliid=IZB68GB6MJQMQ&colid=3A7JBQOG6TBE9&psc=1&ref_=lv_ov_lig_dp_it
  • www.amazon.com/Contact-Novel-Carl-Sagan/dp/1501197983

Which certainly one of 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 identical).

While you see simply the URL within the handle bar, you don’t have any approach of understanding what the cryptic one results in. 

Most individuals have multiple tab open of their browsers. Typically you need to resolve shortly which tabs to shut. 

While you scroll all the way down to view the critiques on Amazon (the one authentic content material they’ve), you’ll not know which product you might be viewing from wanting on the web page and handle 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 might appear to be some sort of creepy phishing web site.

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


So that you discovered one thing and had been in a position to make use of it. Now you might be keen on it and need to share it. 

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

You may even see some sharing buttons you can use however, in lots of circumstances, you’ll simply need to copy and paste a hyperlink (or slightly URL) to ship by mail or prompt messenger, assume:

  • Skype.
  • WhatsApp.
  • Telegram.
  • Different prompt messaging apps.

Sharing lengthy URLs can appear to be this:

URL sharing on Skype

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

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

A variety of issues can go unsuitable whereas sharing so the hyperlink might not arrive at its vacation spot with out breaking. 

Typically, it’s also not enticing 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 appears to be like suspicious.

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

As you most likely discover, all these causes are additionally “search engine optimization causes.”

When guests cannot discover, use or share your hyperlinks as a result of dangerous 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.

How you can change URLs with out hurting your search engine optimization an excessive amount of

Now that you’ve got came upon that certainly your web site is a kind of few exceptions that make a change of URLs for search engine optimization causes advisable – what’s subsequent? 

How do you alter URLs really with out damaging your search engine optimization?

Observe the following pointers.

Be descriptive 

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

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

  • instance.com/change-url-seo

Neglect keyword-stuffing

The “search engine optimization causes” Mueller meant are most likely including key phrases to URLs to “rank higher.” Within the distant previous, many individuals would try this. These days it is slightly 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 rather a lot 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 web site 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 easy and a compromise, you add each the quantity and the self-explanatory URL slug, as in:

  • instance.com/123/change-url-seo

The next will all result in the identical article:

  • instance.com/123
  • instance.com/123/cha
  • instance.com/123/change-url-seo

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 instance.com/hyphenated-url).

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

Use 301 redirect

While you transfer in actual life, you’ll almost definitely inform your clients or purchasers your new handle.

On the internet, it is comparable albeit even simpler. You need to use a redirect to inform each guests and Google spiders the place to seek out you now. 

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

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

When your web site runs WordPress or different trendy CMSs, a 301 will likely be utilized mechanically generally – except the brand new URL is so completely different that the CMS cannot assign it appropriately anymore.

Right here is an instance of an URL redirected by merely utilizing the URL slug characteristic 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 need to use third-party redirect instruments. On WordPress, there are various completely different ones. I exploit Redirection by John Godley, which is free and has been downloaded over 2 million times.

Some all-in-one instruments like Yoast search engine optimization additionally provide that (as a Premium) characteristic. On Yoast, it is referred to as redirect manager.

In any other case, you might have to:

Manually add your URL in Search Console

That is most likely the chance Mueller needed to warn web site homeowners about within the first place.

As soon as you alter the URL – and assuming the 301 redirects work correctly – it can still take a long time for Google to seek out and index the brand new handle.

Whether or not Google will crawl it quickly or over time is determined by the general authority and even the scale of your web site. Altering the URL in your XML sitemap might deal with that, however you possibly can’t be certain.

So whenever you’re in a rush or need to decrease the chance of dropping helpful natural attain it’s advisable to inform Google manually through 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. Employees authors are listed here.

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About The Creator

Tadeusz Szewczyk

Tadeusz Szewczyk, also referred to as Tad Chef, is an expert blogger and search engine optimization since 2004. Regardless that primarily based 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 – search engine optimization 2.0 – and in addition printed on quite a few different advertising and marketing blogs ever since. In recent times he wrote for the social media accounts of many consumers as properly. You may join with Tad on LinkedIn and Twitter or go to his website and skim his weblog about social search engine optimization.

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