What is a URL Slug?

Choosing the right keyword for a URL slug is akin to selecting the perfect title for a book. It not only tells potential readers what to expect but also entices them to delve deeper into the content.

Selecting the ideal keyword for a URL slug requires a delicate balance between clarity and conciseness. It’s about distilling the essence of your content into a few words that both humans and search engines can instantly grasp. 

A well-chosen keyword in the URL slug can significantly improve your website’s SEO, as it sends a clear signal to search engine algorithms about the topic and relevance of your page. However, the process involves more than just sprinkling popular keywords into your URL; it needs a deep understanding of your target audience’s needs and search intent.

What is a URL Slug?

A URL slug is a concise and human-readable portion of a URL (Uniform Resource Locator) that is typically used to describe the content of a web page or resource. It is the part of the URL that comes after the domain name and any subdirectories, usually separated by slashes (“/”). 

The primary purpose of a URL slug is to provide users and search engines with an indication of what they can expect to find on the linked webpage. 

URL slugs often consist of words or short phrases, and they should be relevant to the content of the webpage. They are commonly used in content management systems (CMS) and blogging platforms to automatically generate URLs based on the title of a post or page. 

URL slugs can also contain lowercase letters, numbers, and hyphens, and they should be crafted with SEO (Search Engine Optimization) in mind to improve the chances of the page ranking well in search engine results pages.

Why is URL Slug Important for SEO?

URL slugs serve as a critical part of on-page optimization, allowing SEs and users to understand the content of a page quickly.

By incorporating target keywords into the URL slug, you provide search engines with a clear signal about the page’s topic and relevance, which can improve your rankings for those specific keywords. Moreover, users are more likely to click on a search result with a relevant and easily understandable URL, boosting click-through rates and ultimately driving more organic traffic to your website.

Optimizing your page’s URL slug also contributes to the overall user experience. A well-structured URL slug gives users an instant preview of the page’s content and its relevance to their query. It helps improve click-through rates and reduces bounce rates, as visitors are more likely to stay and engage with content that aligns with their expectations. Additionally, search engines tend to favor websites with clean, keyword-rich URL slugs as part of their ranking algorithms, making it essential to incorporate target keywords into your page’s URL slug.

Short URL Slug VS Regular URL

Short URL slugs differ from regular URLs in how they function and their impact on SEO. URL shorteners, such as Rebrandly, employ 301 redirects to swiftly redirect users from a compact, user-friendly short link to a more extensive destination URL.

This redirection method is essentially telling search engines, particularly Google, “Go to the longer destination URL instead.” It means that any SEO benefits associated with the keywords in the URL slug of the short link do not directly transfer to the destination URL. In other words, adding keywords to your short link won’t directly boost your SEO rankings.

Creating numerous short links with keyword-rich URL slugs and sharing them online with the expectation of magically enhancing your search engine rankings is a misconception. 

Search engines do not attribute SEO value to these short links themselves. Instead, they analyze the content and context of the destination page, which remains unchanged by the URL shortening process. Therefore, if you’re aiming to improve your SEO through short links, it’s crucial to understand that the SEO value must come from the content and optimization of the destination page, not the short link.

Benefits of Using a Keyword in Short Link URL Slug?

Even though utilizing a keyword in the URL slug of a short link does not directly impact rankings, it still has some benefits. The following are some potential advantages of using keywords in short link URL slugs:

Higher Click-Through Rates (CTR)

URLs that contain keywords tend to attract more clicks from users. A descriptive and keyword-rich URL slug provides potential visitors with a clear idea of what to expect when they click on the link. This transparency encourages higher click-through rates (CTR) as users are more likely to click on links that directly relate to their search queries.

More User-friendly and Memorable URLs

User experience plays a pivotal role in the success of your website. Keyword-rich URL slugs make it easier for users to understand the content of a page by just glancing at the URL. This user-friendliness enhances the overall browsing experience and makes your website more memorable, increasing the likelihood of return visits.

Improved Branding

Consistency in URL structure can contribute to better branding. When your URL slugs include keywords related to your niche or industry, it reinforces your brand identity and expertise. Users are more likely to trust websites with clear, relevant, and professional-looking URLs.

How to Choose the Right Keyword for a URL Slug?

Here are some best practices to help you choose the right keyword for your URL slug:

Employ Benefit-Driven Words

When crafting effective URL slugs, it’s crucial to prioritize benefit-driven words. These keywords directly convey the value or benefit a user can expect from clicking the link.

Benefit-driven words not only make your URLs more enticing but also enhance the user experience. When users see a URL slug that promises valuable information or solutions, they are more likely to click on it. To identify suitable benefit-driven keywords, consider the main content or topic of the page and think about what users are looking to gain from it.

Incorporate words encapsulating these benefits into your URL slug, ensuring it aligns with the page’s content. This approach not only boosts the click-through rate but also aids in search engine optimization (SEO) by making your URL more relevant to user queries.

Use Memorable Words

When selecting the right keyword for a URL slug, it’s crucial to opt for memorable words that resonate with your audience. The old URL slugs may have been generic or lengthy, making them forgettable and less effective in attracting visitors.

A memorable URL slug is concise and encapsulates the essence of the page, making it easier for users to recall and revisit your site. To achieve this, focus on keywords that are not only relevant to your content but also have a certain level of uniqueness.

This uniqueness will set your page apart and make it more memorable to users. By using memorable words in your URL slug, you can improve user engagement and encourage repeat visits, ultimately enhancing your site’s branding and user experience.

Choose Relevant Keywords

Choosing the keywords that are more aligned with what your users and looking for will make it resonate with your target audience and increase the chances that they will interact with your page. 

The value of using a custom URL slug over a generic “6Jle0” is always going to be better. Your link will be memorable, easier to type, and clear as to the destination and purpose of the link.

Don’t Ignore Branding

Branding plays a pivotal role in standing out from the crowd. When you change URL slugs to align with your branding strategy, it can significantly impact your online identity.

Incorporate elements of your brand, such as your company name or slogan, into the URL slug to reinforce your brand’s presence. It not only helps with brand recognition but also builds trust and credibility among users.

Choosing a page slug that aligns with your brand becomes a part of your overall marketing strategy. To optimize this aspect, consider using the Yoast SEO Premium plugin, which offers advanced tools to help you manage and customize your URL slugs for maximum branding impact. By focusing on branding in your URL slugs, you’ll create a cohesive online presence that resonates with your target audience, making your website more memorable and trustworthy.


The following are some common questions related to URL slugs and choosing the right keyword for them:

What is a URL slug?

A URL slug is a user-friendly and concise portion of a URL that represents a specific web page or resource. It is often used to improve the readability and search engine optimization of a website’s URLs. Good URL slugs are typically descriptive, relevant to the page’s content, and free of special characters or spaces.

What is the difference between a URL and a URL slug?

The main difference between a URL and a URL slug is that a URL (Uniform Resource Locator) is the complete web address that specifies the location of a specific webpage or resource on the internet, while a URL slug is a shorter, more user-friendly portion of the URL that typically comes after the domain name.

Why is it called a URL slug?

A URL slug is called so because it’s like a short, simplified “label” or “slug” added to the end of a URL, making it more human-readable and descriptive, often resembling a part of the page’s title or content. It helps improve the URL’s aesthetics, user-friendliness, and search engine optimization.

How is a slug important for SEO?

A well-structured and relevant URL can positively impact a webpage’s search engine rankings. Write URL slugs by incorporating keywords, keeping them concise, and ensuring they accurately represent the content can improve SEO performance.

How does keyword research influence it?

The slug is important for SEO as it provides search engines with a clear indication of a page’s content, and provides users with a better experience. Using a relevant target keyword in the slug ensures that the URL is relevant to users, enhancing the page’s visibility and click-through rate.



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Maurizio Tiberi
COO at Rebrandly. Directing, administering, and coordinating internal operational activities of the organization in accordance with policies, goals, and objectives established by the CEO.