Optimization of a web page for better natural search results is all about the proper placement of keywords. Changing URL filenames to include them can be a big undertaking, so it isn’t always high on the list of SEO priorities. Make no mistake, however; it is important. Even so, changing URLs has always needed a little more consideration than other types of optimization because after all, the URL is a webpage’s address and changing your address is always at least a little complicated — even if you are a web page.
So, is it worth it to change your URLs? There are two main questions:
If the URLs on your site look like this, then there are too many:
URL file names with more than two parameters run the risk of not being followed by search engine spiders. One easy way to see how many parameters are in your URLs is to count the “=” signs. More than two means that you definitely should consider a rewrite.
Sure, this URL will make it into the listings, but it will get no special advantage for ranking in the search engine results pages.
Whether or not you decide to change URLs can depend on whether or not you’re having a ranking problem, how competitive your key phrase is and if the return is going to be worth the time and effort you’ll need to invest. In fact, for those all-important specific searches with the higher conversion rates, the difference in results could be the difference between whether you or your competitor gets the sale. That alone could make it all worthwhile. So what should a fully optimized URL look like?