John Mueller from Google recently addressed the role of URLs in search engine rankings, highlighting that while URLs alone provide minimal additional signals, their structure can still have a significant impact in specific contexts. Mueller explained that changing a URL from a parameterized format like “?id=12345” to a descriptive format such as “/cheese” does not directly influence search rankings in a substantial way. However, the choice of words in the URL does matter when it aligns with user experience and content clarity.
By saying URLs provide “minimal additional signals,” Mueller acknowledged that their importance lies not in isolated use but in how they contribute to a broader strategy. A clean, descriptive URL can enhance user trust, aid in navigation, and potentially influence click-through rates, even if its direct ranking impact is small.
Mueller also pointed out that users often focus more on the domain name than the full path of a URL, underscoring that the overall quality of content and key signals associated with the page remain the dominant factors for SEO. Yet, by integrating meaningful, descriptive terms into URLs, site owners can subtly reinforce relevance and intent—elements that complement other ranking factors.
Ultimately, this serves as a reminder to read carefully into Mueller’s words: while URLs alone are not game-changing for SEO, they carry significant value as part of a cohesive, user-focused strategy. When designed thoughtfully, URLs can play a role in supporting user engagement and conveying relevance to both users and search engines.
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