Selection of URL
There is some difference of opinion on the subject of whether
or not the URL of a web site affects its search rankings.
Let us first note the golden rule of search engine optimization.
Though shalt not build a web site for search engines, but
rather for human visitors.
There is evidence which indicates URL selection affects
search rankings. The two main factors seem to be:
1. Extremely long URL’s seem to be considered hard
to type by a human, therefore an attempt at spam; and
2. Given the fact that a long URL is considered an attempt
at spam, it would then seem to be true that search engine
rankings can be improved by the use of keyphrases in a URL.
An example of the first point above would be a URL that
looks something like this: www.roses-chrysanthemums-tulips-and-more.com.
No legitimate company would actually want this domain, nor
would any human care to type it. It is an obvious attempt
to spam the search engines. So, we remember the Golden Rule
of Search Engine Optimization. Some studies have shown that
extremely long domain names appear less frequently in the
top twenty results than do shorter ones.
That being said, empirical evidence does support search
engine indexing of URL keywords. Both Google and Yahoo!,
for example, display in bold the portion of a URL that matches
a search string, which seems to me indicative of indexing.
However, I have been unable to ascertain, either personally
or through extensive research, any truly significant occurrence
of URL’s in the top twenty results which contain the
search string.
The lesson learned here is this: name your web site what
would be a logical name – for instance, after your
business name. Make it friendly to a human. If a search query
happens to be part of that business name, then fine. Don't,
however, engage in keyword stuffing in the selection of the
URL.
About the Author: Matt Foster is the president of ArteWorks
Business Class and an expert on search engine optimization.
He has been active in the industry since 1995. For further
information, please visit
http://www.arteworks.biz or
http://www.search-bully.com.
