VijayWeb.com

URL means Uniform Resource Locator (URL) which specifies where an identified resource is available and the mechanism for retrieving it.

An URL structure generally includes a domain name, folders, files and extensions in it.  We are going to discuss the best practices in URL Structure for the benefit of SEO, Usability and Branding too.

A domain name has several levels to it.  In domain name “www.vijayweb.com ” -  “.com” is called as the Third Level or Top Level Domain, “vijayweb”is actual domain and it is also called as Second Level Domain, and finally “www” is just a sub-domain.  We use www as prefix or a subdomain more commonly as the interent has been branded in that way from the beginning. It is just a custom than a technical requirement.

Choosing a domain name was the most difficult part in the beginning of the DotCom story than it is now One had to really do a lot of research and brainstorming, even taking consultants assistance to really choose a right domain for new dotcom business.  The main factors that were used to rate “a domain name should be easy to remember, easy to recall, easy to pronounce, spell, write” are some of the main requirements to choose a domain. But, with Web2.0 they all have really not a big stand and any catchy word will work, for example, reddit.com, digg, del.icio.us, youtube, flickr etc.,    Earlier there was great option to depend on the domain name for branding the business or service, now with all the domain names are gone with cybersquatting, we are left with minimum options.  Now, we are left with chosing a catchy word and brand the domain name with the unique solutions we are offering.

Best Practice: Choose a Catchy Word, still keep in mind the basic rules (easy… that is usability).  Be particular about choosing a country specific TLDs (top level domain) if your target audience belong to specific countries.  Country specific TLDs are one of the factors that will win Search Engine Ranking Positions in your country specifc search engines while still play in the global search engines.  (I don’t really see it is important to choose a keyword rich domain  that doesn’t meet the above prequalifiers unless you are building the site specifically for the purpose of search engine rankings).

After Domain Name,  a url structure can have one or more levels  to it. And, this is where the most difficult and confusing part as there is a direct SEO benefit.  There is no one formula works for all when creating search engine friendly urls for SEO purposes as there are only 10 positions every other person want to rank in.

There are different SEO URL structures in practice:

1. Creating content theme by having all similar content into one folder or category.

2. Having all static and dynamic files originating from the root of the domain.

3. Use Keyword rich file name and folder name.

4. Not keeping more than 2 or 3 levels down in the url.

5. Having static pages with no query string parameters

6. Having underscores between the words

But, these are pretty old practices…with the social web in web2.0, SEO will also majorly depend on how users are liking the content and sharing on the web.

Best Practice: While keeping the above guidelines in mind, thinking about the user and how he behaves after he lands and what you want him/her to do on the site would give great inputs in how you can align this with the above SEO practices.  Providing seperate identification in the URL for important sections and features of the site would enable visitors to remember the urls and land directly to the pages. Provide short and easy to copy and share urls.

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