Editor’s Note: With unparalleled proficiency in SEO reporting, the team at Outreach Crayon showcases their expertise in optimizing permalink structures.With a focus on tailored solutions for clients, Outreach Crayon’s comprehensive approach enhances online visibility and empowers informed decision-making strategies.
If your objective is to fortify your website’s SEO performance through an optimal permalink structure, selecting Outreach Crayon’s services will pave the way for sustainable success in the ever-evolving digital landscape. 
Have you ever clicked on a link only to be met with a mess of incomprehensible characters and asked yourself, ‘How did I get here? We’ve all been there. What if we told you that these unrelated sets of characters can decide whether your website shows in the search engine or not?
This is where we introduce you to the term permalink – the unsung heroes of search engine optimization. In the vast world of digital marketing, where every detail counts, the choice of an appropriate permalink structure becomes quite essential.
This is not just about appearances, but it should ensure that your website stands out from the rest and attracts attention. Nevertheless, how do you make your permalinks attractive to search engines and the audience? Let’s dive in and see.
Taking you through the labyrinth of technical issues, we will help you understand the structure of permalinks, providing you with all the knowledge you need regarding the enhancement of your site’s SEO. Thus, strap in and prepare yourself to unlock the hidden potential of your website’s URLs.
What is a Permalink Structure?
The permalink structure is the designing of permanent URLs (Uniform Resource Locators) for each individual page and post on a site. It functions as the URL used by users and search engines to access certain content.
Further, permalink structures often consist of either domain name, post title, date, category, or any combination of these, based on the CMS or website platform settings. An effective and organized permalink structure is an important part of SEO as it makes it easier for search engines to visualize the structure and relevance of your content.
It also enables quick user access and sharing of links. The following is a breakdown of a permalink. 
blog.hubspot.com
In building a permalink, the domain or subdomain is the home base of your site, with the path signaling the location of the page, for instance, the “Marketing” category in this case Importantly, the slug, the last segment of the URL, serves a crucial function in SEO by directing search engine indexing.
Together, these elements form a permanent link directing users to a certain page on your website, emphasizing its enduring nature. Since each of the elements provides stability to the permalink, it becomes one of the pillars that keep the visibility and relevance of search engine results consistent. Here is an example of a bad and good URL: 
backlinko.com
The above URL includes lots of unnecessary words. For example, Google will consider that the page is about baseball, redirect, and default. 
backlinko.com
However, on the other hand, the above URL is a much simpler and shorter version, which will help Google to know the topic of the page efficiently.
How Does Permalink Structure Affect SEO?
The permalink structure directly affects SEO because it affects how search engines interpret and rank the content on your website. A well-optimized permalink structure can enhance SEO in several ways:
- Keyword Placement: The optimization of the page’s permalink with appropriate keywords would ensure that the page becomes relevant, which would eventually improve its ranking in search results.
backlinko.com
According to Google, URLs containing words associated with the type of content and the layout of your website are user-friendly.
- Readability: The readability of permalinks improves the user experience for visitors and search engines alike, which, in turn, is reflected in search engine rankings.
- Categorization: Structural permalinks categorized by category or topic make it easier for search engines to understand the website’s structure and hierarchy, thereby allowing better indexing and rank of content.
- Click-Through Rate (CTR): A relevant, attractive permalink can make it more likely that someone will click on a link in search results, resulting in higher CTR.
- URL Length: Most people would rather have a concise, shorter permalink because not only does it become easier to remember and share, but it is also easier to parse, which might result in better SEO performance.
medium.com
According to Backlinko’s research, shorter URLs tend to rank higher than the longer URLs. On average, URLs that hold the position at #1 are 9.2 characters shorter than URLs that rank in position #10. The average length of a URL for a top 10 result in Google is 66 characters.
- Avoidance of Duplicate Content: A well-structured permalink can also help prevent duplicate content issues, as each page gets its unique URL, minimizing the chances of getting penalized by Google.
Common Permalink Structures
www.searchenginejournal.com
When it comes to WordPress permalink structures, there are several options to choose from, each serving different purposes and preferences:
Plain
The default post and page permalink formats use plain numbered IDs for the posts and pages, respectively. Although it is easy to understand, it fails to be descriptive and may not be the best option for SEO as it does not include any keywords at all.
Numeric
Akin to the plain structure, the numeric permalink structure makes use of numeric IDs for posts and pages. It, however, puts “/index.php/” before the post or page ID. Like the plain structure, it is not SEO-friendly.
Post Name
The post name permalink structure uses the post or page title as the URL slug. This form is much more descriptive and SEO optimized because it uses keywords from the title and thereby makes the content understandable for both the search engines and the users.
Custom
Custom permalink structure enables one to deviate from the default structure and create one’s own URL structure by making a combination of tags, mainly %postname%, %category%, %year%, %month%, and %day%. This allows you to develop unique permalinks, which are highly customizable and SEO friendly, matching your personal preferences and needs.
Best Permalink Structure for SEO
Here’s a recommended structure:
- Include Keywords: Include relevant keywords that sufficiently describe the content of the particular page. This assists search engines in identifying the topic and context, which would facilitate improved positioning for relevant searches. The maximum number of keywords in a URL should be 1-2.
- Keep it Simple: Choose a simple structure that users, as well as search engines, could understand well. Do not use extraneous characters, numbers, or symbols which may mislead or confuse users.
- Short and Sweet: The permalinks should be kept short to maintain readability and promote the user’s experience. The long URLS look crowded and could be shortened in search results, which lowers the number of clicks.
neilpatel.com
Research presented an experiment that revealed that shortening the title and URL of the page led to an increase in page views within 15 minutes.
- Hyphens for Separation: Replace underscores (_) and spaces in the URL structure with hyphens (-) to separate words. The hyphen seems to be easier to read by humans as well as search engine crawlers. Underscores disappear in a link. This implies that users cannot view the URL appropriately. Besides, Google suggests placing hyphens between the words used on your URLs.
- Include Category or Topic: Add category or topic keywords in the URL architecture to offer extra guidance and structuring. This facilitates better navigability and indexing of the sites.
- Avoid Dates: In general, if dates are not required for the content’s context, do not add dates to a permalink. Date-based URLs tend to become obsolete and may not represent evergreen content.
neilpatel.com
Harsh Agrawal from Shot Me Loud conducted a case study to analyze the effects of placing dates on past content. He went back and put dates on posts between 2008 and the present, and organic traffic plummeted. Merely including a date, the users were, in effect, choosing to find more pertinent and current content.
- Utilize HTTPS: Make sure your website uses HTTPS to offer visitors a secure connection. HTTPS is a ranking factor that can improve SEO performance.
neilpatel.com
In April 2017, Google stated that it would enhance the Chrome browser alert system for sites that adopt HTTP protocol only. They developed conspicuous warnings aimed at informing their users about the security of the site they should not be browsing.
Therefore, the user will refrain from giving their personal information to you when they see red appear in the URL bar. The difference between HTTP and HTTPs is mentioned below:
| HTTP | HTTPS | |
| Security | Data is transmitted in plain text | Data is encrypted before transmission, enhancing security |
| Protocol | Utilizes the Hypertext Transfer Protocol | Utilizes the secure Hypertext Transfer Protocol |
| Port | Typically uses port 80 | Typically uses port 443 |
| Encryption | Does not encrypt data | Encrypts data using SSL/TLS protocols |
| Data Integrity | Data integrity is not guaranteed | Ensures data integrity during transmission |
| SSL/TLS Usage | Does not utilize SSL/TLS encryption | Utilizes SSL/TLS encryption protocols to secure connections |
| Authentication | No server authentication is involved | Involves server authentication, enhancing trustworthiness |
| Secure Connection | Absence of a secure connection indicator | Presence of a secure connection icon (e.g., padlock symbol) |
| SEO Impact | May have a slight impact on SEO rankings | Favored by search engines due to its enhanced security |
Technical Considerations and Implementation
When implementing the best permalink structure for SEO, several technical considerations play a crucial role in ensuring optimal performance:
- URL Structure Configuration:
neilpatel.com
Select a permalink structure that aligns with your website’s content organization and navigation. Configure the URL structure in your content management system (CMS) to reflect categories, tags, or custom taxonomies effectively.
- 301 Redirects:
ahrefs.com
If transitioning from an existing permalink structure to a new one, implement 301 redirects to ensure seamless redirection of old URLs to their corresponding new URLs. This preserves SEO equity and prevents broken links, maintaining site credibility and user experience.
- Canonicalization:
neilpatel.com
Use canonical tags to specify the preferred URL for pages with similar or duplicate content. Also known as deduplication, this method allows Google to display only one copy of the otherwise duplicate content in its search results.
- Dynamic URL Parameters: Minimize the use of dynamic URL parameters (e.g., ?id=123) whenever possible, as they can create duplicate content errors and hinder search engine crawling and indexing.
ahrefs.com
The above is an example of a dynamic URL from a website selling hand and power tools.
- XML Sitemaps: Ensure all permalinks are included in your website’s XML sitemap to facilitate search engine discovery and indexing. Regularly analyze, update, and submit the sitemap to search engines to ensure new and updated URLs are crawled promptly.
www.semrush.com
The above picture is an example of what an XML sitemap looks like.
- Structured Data Markup: Implement structured data markup, such as Schema.org, to provide search engines with additional context about your content. This can enhance rich snippet visibility in search results and improve click-through rates.
www.searchenginejournal.com
One of the primary goals of structured data is to provide specific information about a web page in such a way that it qualifies to appear as a rich result in Google’s search results.
- Page Speed Optimization: Optimize the page loading speed with permalink URLs by minimizing server response times, leveraging browser caching, and compressing images and resources. Search engines favor faster-loading pages as they offer a better user experience.
www.semrush.com
According to Google, the odds of bounce almost increase thrice if it takes your page more than three seconds to load.
- Mobile-Friendly Design: Ensure that permalink URLs are accessible and usable on mobile devices by implementing responsive web design principles. Mobile-friendly websites are prioritized in mobile search results, contributing to improved SEO performance.
Measuring Success: Tracking Permalink Performance
Measuring the success of your chosen permalink structure for SEO involves tracking various metrics to gauge its effectiveness and identify areas for improvement. Here’s how you can track permalink performance: 
www.freepik.com
- Keyword Rankings: Monitor the rankings of pages with optimized permalinks for target keywords. Track changes in rankings over time to assess the impact of your permalink structure on search visibility.
- Organic Traffic: Assess the organic traffic generated by pages with optimized permalinks using tools like Google Analytics. Compare traffic trends before and after implementing the permalink structure to determine its impact on overall site traffic.
- Click-Through Rates (CTR): Evaluate the CTR of search engine results featuring pages with optimized permalinks. Higher CTRs indicate that the permalink structure effectively captures user interest and encourages clicks.
- Bounce Rate: Measure the bounce rate of pages with optimized permalinks to assess user engagement and relevance. A lower bounce rate suggests that the permalink structure aligns with user expectations and delivers valuable content.
- Conversion Rate: Track the conversion rate of pages with optimized permalinks to evaluate their effectiveness in driving desired user actions, like form submissions or purchases. A higher conversion rate indicates that the permalink structure effectively guides users through the conversion funnel.
- Backlink Acquisition: Monitor the acquisition of backlinks to pages with optimized permalinks to assess their attractiveness to other websites and their overall authority. Top-quality backlinks result in higher search engine rankings and increased organic traffic.
- User Engagement Metrics: Analyze user engagement metrics, like time on page, pages per session, and scroll depth for pages with optimized permalinks. Positive engagement metrics indicate that the permalink structure facilitates user interaction and exploration of site content.
- SERP Features: Monitor the appearance of pages with optimized permalinks in SERP features such as featured snippets, knowledge panels, and local packs. Maximizing visibility in SERP features enhances click-through rates and reinforces site authority.
Conclusion
Establishing the best permalink structure for SEO is paramount for enhancing your site’s visibility and longevity in search engine rankings. By meticulously crafting URLs, incorporating relevant keywords, and prioritizing user-friendly formats, you lay a solid foundation for optimal SEO performance.
Embracing HTTPS encryption further fortifies your site’s security and credibility. When transitioning to a new permalink structure, implementing 301 redirects ensures seamless navigation and preserves existing SEO equity.
By adhering to these practices, you cultivate a cohesive SEO strategy, empowering sustained growth and facilitating easier scalability. Ultimately, investing in an optimized permalink structure sets the stage for enduring success in the competitive digital landscape.
