URL Length and SEO: What You Need to Know

February 8, 2024
URL Length | Cover Image

What is URL Length?

URL length refers to the number of characters in a webpage’s URL. It includes everything from the protocol (http or https) to the domain name, path, and any parameters or tracking codes attached to the end.

Consider a URL as the address to a location. Just as a longer address can be more difficult to remember and more prone to errors when being shared, a longer URL can be less user-friendly and harder for search engines to process.

Why is URL Length Important in SEO?

URL length holds significance in SEO for several reasons. Primarily, it affects user experience. Shorter URLs are easier to read, share, and remember. Moreover, they tend to look cleaner and are thus more likely to be clicked on when shared on social media or in emails. From a search engine’s perspective, shorter URLs help in better understanding the page content, contributing to improved site indexing and ranking.

How URL Length Affects SEO

1. Search Engine Journal suggests that keeping URLs under 60 characters is advisable, as shorter URLs tend to rank better than longer ones.
2. According to Backlinko’s analysis, short URLs tend to outperform long URLs in SERPs (Search Engine Results Pages).

Short and descriptive URLs provide a clear insight into the content of the page, which is beneficial for both users and search engines. Search engines use URLs, among other factors, to determine the relevancy of a webpage to a search query. A concise URL that includes relevant keywords can, therefore, aid in improving the page’s ranking for those keywords.

Conversely, URLs that are lengthy, filled with unnecessary parameters or dynamic strings, can hinder a search engine’s ability to crawl and index a page effectively. This can negatively impact the page’s visibility and rankings. Moreover, excessively long URLs can also affect the page’s click-through rate (CTR), as users might perceive them as spammy or less trustworthy, especially when shared on social media platforms or in emails.


How Long Should My URLs Be for Optimal SEO?

For optimal SEO, aim for URLs that are under 60-70 characters. This length is manageable for users to read and share, and it’s concise enough for search engines to parse effectively.

Does Every Character in a URL Count the Same?

Yes, every character in a URL counts, including the protocol, slashes, and parameters. It’s crucial to keep the entire URL as concise as possible while ensuring it remains descriptive and relevant to the page content.

Can Changing My URL Structure Impact My SEO?

Yes, changing the URL structure can significantly impact SEO, particularly if not handled correctly. It’s essential to implement proper redirects (301 redirects are recommended) when changing a URL to prevent losing any existing search engine rankings.


In the complex ecosystem of SEO, URL length emerges as an essential yet often neglected factor that can significantly influence a website’s search engine ranking and user experience. Keeping URLs short, descriptive, and free of unnecessary parameters can enhance their effectiveness in both search engine crawling and user engagement.

By understanding and implementing best practices for URL structure, including optimal length, websites can improve their SEO performance, driving more traffic, and achieving better search rankings. Remember, in the world of URLs, shorter often means stronger.

February 8, 2024

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