URL’s are the addresses of individual pages on a website. Everything else being equal poorly addressed pages will rank lower than those which are addressed well. Carefully addressed pages have a direct, positive impact on SEO performance.
Many developers give little consideration to the structure of their addressing schemes with respect to SEO.
Charming Crystal’s URL’s contained a number of unnecessary parameters and variables. These ‘codes’ said nothing about the content they displayed, were unreadable to users and adversely affected the ranking and indexing of the website.
Certain URL structures cannot be read by search engines; there are many examples of these structures on the Charming Crystal’s site, hiding entire ranges and many product groups. Pages that cannot be indexed will never appear in the search result pages and will not be ranked for the keywords they target.
Clearly URL optimisation is a key consideration with respect to SEO, in the case of Charming Crystals it was a priority.
URL Optimisation is a technical complex SEO discipline that can easily go wrong, it requires careful planning and attention to detail.
Optimising the URL structure of Charming Crystal’s eCommerce system made a significant contribution to the 352% increase in organic search traffic they’ve received over the last four months.
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