I am trying to understand how to best optimise a url for a page to rank high for specific keywords. Example: a top keyword search is "rental properties in new york".

Question is does this keyword need to appear as this exact phrase in the url or should it be broken up into different directories for a better structure e.g.:

www.abc.com/en/properties/new-york/rental OR


Which will help the page rank higher (given all other things on the page are exactly the same)?


  • Keywords in URLs are not so effective for SEO than you think. When creating URLs, think about users.
    – Zistoloen
    Jun 2, 2014 at 12:00

1 Answer 1


Don't worry about this too much, URL isn't that important. But, to answer your question:

If you use the directory URL, these should also work:

www.abc.com/en/properties/new-york/rental -> rental properties in NY  
www.abc.com/en/properties/new-york -> properties in NY
www.abc.com/en/properties -> properties

Also, you should have more options than just new york, otherwise this doesn't make any sense.

If this is a onetime page, you want the dashed URL.

  • There will definitely be multiple cities. So in that case you would suggest going with the /en/properties/new-york/rental ? Is there no importance of the user's exact search term being present in the URL?
    – rahul14gt
    Jun 2, 2014 at 13:00
  • Yes, the directory one, as long as you match the requirements in my codeblock. There is value in the url, just not really enough to care about. See it as 1% (<- an example!), it matters, but not much.
    – Martijn
    Jun 2, 2014 at 13:53
  • Cool.Thanks! Yes the requirements do match. Is there any difference in impact at all (maybe 0.1%?) on the sequence of keywords i.e. New York appearing before properties for example.
    – rahul14gt
    Jun 2, 2014 at 14:45
  • Again, don't waste time on this. If it's somewhat correct, leave it be.
    – Martijn
    Jun 2, 2014 at 14:48

Not the answer you're looking for? Browse other questions tagged or ask your own question.