One of the most decisive factors in having your website rank permanently in major Search Engines is a proper URL structure. URL defines the relevancy of content present in the page, which in turn defines the kind of business that you are promoting. A proper synchronization of a good URL structure followed by genuine content & user friendly navigation makes a website Search Friendly & enables it to beat competition by ranking dominantly in the Search Engines, for keywords that it relates too. The URL defines the basic site plan of your website. The site plan in turn defines the basic theme of your website; provide a list of content and site assets to be deployed that determines the way you want to shape up your web-pages. Listed below are some basic yet important factors which are crucial in defining the prospects of your website in the longer run.
1) Canonical Errors: One of the foremost factors that is neglected by developers while creating the website. Say you type in www.yoursite.com & yoursite.com in the address bar & the website opens with both the addresses, then we have a canonical error issue in hands. Also if we click on the home page banner from an internal page and we are re-directed to a URL structure like www.yoursite.com/index.php. The problem here is all existing URL’s for the same page is treated as different URL’s by Google. This makes the page lose out on valuable back-links & in the process page rank. Ideally a 301 re-direct is to be used to redirect all links internally/externally/directly clicked to go to one particular page with one URL.
2) Architecture: There exists many websites whose Home Page URL structure reads as www.yoursite.com/files.asp?id=12adbe456&session=xyz. One look & you know the architecture is complicated. On the other hand a simple URL structure put in as http://www.yoursite.com is much simpler, beneficial & user friendly. A simple URL structure encourages visitors to link to the content on your website at every opportunity. Also with the bloom of Social Media that guarantees huge amount of traffic, having a website with a complex URL will be difficult to have it linked with these websites.
3) Keyword Density – Having a good keyword density in a proper structure present in the URL does the landing page/website a world of good. The URL defines the page, so to have an URL that is relevant to the content that your page displays is an added advantage. Say you have a page that has content defining stock, then to have a URL structured like www.yoursite.com/stock-trading-options, will definitely prove advantageous in having the page ranked in the Search Engines. Usage of Hyphens instead of underscores is also recommended.
Overall having a good URL structure makes the website User-friendly as well as Search Engine friendly. It increases your visitor count & at the same time helps you maintain them.