Tech SEO Guide: A Reference Guide for Developers and Marketers Involved in Technical SEO

© The Author(s), under exclusive license to APress Media, LLC, part of Springer Nature 2023

M. EdgarTech SEO Guidehttps://doi.org/10.1007/978-1-4842-9054-5_2

2. URL and Domain Structure

Matthew Edgar¹  

(1)

Centennial, CO, USA

 

This chapter covers proper URL structures and the way URL structures can affect SEO. Search engines use a page’s URL as a unique identifier for each page. That means every signal a search engine finds about a page is attached to that distinct URL. However, there are many possible URL variations, especially where parameters are concerned, and those different variations can lead search engines to identify one page under multiple URLs. This creates problems that disrupt SEO performance. A key step in improving a website’s SEO performance ...