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4.5.4 Optimized URLs An effective SEO strategy is to define a website structure that is user readable and intuitive. This means organizing the pages of the website into directories or folders with readable and meaningful names, down to the names of the individual web page files. In doing this, not only will the site appear well organized to a human reader, “but it could also lead to better crawling of your documents by search engines” [19]. You want to have “search engine friendly” (i.e. easy to understand) URLs for users who might want to link to your pages; long and cryptic URLs will make it difficult for users to understand. An optimized URL is one in which the URL text is self-explanatory and self- documenting. The text of the URL gives the reader a brief description of the theme of the page’s content. An un-optimized URL in contrast, consists of a long directory path with technical and non-intuitive folder and file names, which may have meaning in the context of the server file system, but which mean nothing to a human reader. Figure 4.32 shows an example of a non-intuitive and cryptic-looking URL. Users who come across these types of un-optimized URLs may not be able to know what the page content is about, so they will be less likely to visit or link to the page. Figure 4.32: Example of a non-intuitive and cryptic-looking URL. In Figure 4.33 you can see a better structured and highly optimized URL. Users who come across similar URLs such as this will have a better idea of what the web page is about. This is helpful to both users and search engines, because self-explanatory and self-documenting URLs provide more useful information about the page and its content. Figure 4.33: Better structured and highly optimized URL. 77PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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