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URL Best PracticesBased on Correlation Data
Rand Fishkin | SMX East NYC 2009
10,000 Queries
Google.com United States Only
Range of Head, Middle & Tail Queries
1-6 Word Queries
Excludes Queries w/ Fewer than 25 Results
Collected Oct. 1-3, 2009
Correlation Data Set
Correlation IS NOT Causation
If T = Temperate in Manhattan and I = # of ice cream
vendors out, then correlation coefficient T:I is quite
positive. Does this prove that ice cream vendors cause
it to be hot?
Are Shorter URLs Better?
As URL Length Rises, Ranking Decreases
In Close Proportion
What About
Short Domain Names?
Domain Name Length Appears to Barely
Matter for Rankings(but >11 characters may be unwise)
Are Query Parameters
Harmful?
URLs with Query Parameters are
Less Likely to Appear in Top Results
Do Keywords in the
Root Domain Name Help?
Root Domain Names that Include
Keyword Matches are Dramatically More
Likely to Appear in Top Results
Do Keywords in a Site's
Subdomain Help?
Not as much as Root Domains, but there
Appears to be Some Value
Do Keywords in the URL Path
Make for Better Rankings?
They make Dramatically Less Difference
than Root or Subdomain
Slightly More Sophisticated Data from
this Spring Suggested that KW Usage in
Path has a Somewhat Positive Correlation
Are Keywords in the
Filename Valuable?
Like Path, Not as Valuable/Correlated
How About Keywords in
Query String?
Also Not as Positively Correlated
WWW vs. Non-WWW
WWW Domains Appear More Often in
Top Results
Is HTTP Better Than HTTPs?
HTTP Appears Much More Frequently
in Top Results, But Doesn't Seem to have
much Correlation with Ranking
Are Fewer Folders Better?
Fewer Folders in URLs have High
Correlation with Better Ranking
Ranking URL Structures
Based on Correlation Data
Better
Worse
http://www.domain.com/keyword
https://domain.com/keyword
http://www.domain.com/a/123/keyword
http://www.domain.com/a
http://www.domain.com/a?id=keyword
http://www.domain.com/a/1?id=xy&pl=keyword
https://domain.com/a/b/c/d?id=xy&pl=2&tv=7
Shameless Plug:www.seomoz.org/labs has awesome stuff
Rand Online:Twitter: @randfish
Email: [email protected]
Blog: www.seomoz.org/blog