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SEO-Friendly Linking & URL Structure Best Practices

by | Feb 20, 2025 | Latest Articles, SEO

Home / Latest Articles / SEO-Friendly Linking & URL Structure Best Practices
Everything you didn't know about text-lining. The how-and-why

Why Proper Link Structure Matters

Imagine you’re writing an article and want to link to a well-respected, high-authority site that supports your argument. You’ve heard that linking to authoritative sources can help boost your credibility and even improve rankings. But what happens if you do it wrong? Instead of helping your page, an improperly structured link could leak SEO rank value, confuse search engines, or even harm your own site’s authority. Worse, Google may see it as spammy or manipulative, leading to indexing issues or ranking penalties. This guide will help you understand how to properly structure links, use the right attributes, and avoid costly SEO mistakes.

Visual Formatting of Links

Proper link formatting is not just about SEO—it also improves usability and accessibility. Web users expect hyperlinks to be visually distinct, typically appearing in blue and underlined. A well-formatted link makes it easier for visitors to recognize clickable elements.

Standard Link Formatting

By default, web browsers display links in dark blue, or light blue: (#0000EE or #0fa7ff and underline them. This convention helps users quickly differentiate links from regular text.

<a href="https://example.com" style="color:#0000EE; text-decoration:underline;">Visit Example</a>

Why Google Cares About Link Visibility

If links are the same color as regular text and lack an underline, users may not realize they are clickable. Google has been known to issue warnings or devalue links that appear hidden or deceptive.

Common Mistakes to Avoid

  • Using the same color for links and body text.
  • Removing the underline without another visual indicator.
  • Using overly light colors that make links hard to see.

To ensure compliance with best practices, always maintain a noticeable color contrast between links and regular text.

Understanding Key URL Attributes

Incorrect usage of these attributes can lead to a loss of search ranking, improper indexing, and even potential security vulnerabilities. If links are not properly marked, search engines may pass ranking authority where it’s not intended, or worse, your site may be penalized for suspicious linking behavior. Below, we break down the most critical link attributes and their proper application.

1. nofollow

The nofollow attribute tells search engines not to pass ranking authority (link juice) to the linked page. If used incorrectly, valuable SEO ranking power can be lost. If search engines see a site with excessive nofollow links on internal pages, it can disrupt indexing and ranking.

<a href="https://example.com" rel="nofollow">External Site</a>

When to Use: Sponsored content, untrusted sites, and references without endorsement.

2. noopener

The noopener attribute prevents security risks associated with opening links in a new tab. Without this, malicious sites could manipulate your original page, creating vulnerabilities.

<a href="https://example.com" target="_blank" rel="noopener">Open in New Tab</a>

3. noreferrer

The noreferrer attribute prevents the linked site from seeing where the traffic came from. If used incorrectly, it can impact referral analytics tracking.

<a href="https://example.com" target="_blank" rel="noreferrer">Go to Example</a>

4. target="_blank"

Using target="_blank" allows links to open in a new tab, improving user experience. However, without noopener noreferrer, it can lead to security risks.

<a href="https://example.com" target="_blank" rel="noopener noreferrer">Open Securely</a>

HTTPS, SSL Certificates, and WWW vs. Non-WWW

HTTPS plays a crucial role in SEO rankings and user trust. Google prioritizes secure sites, and users are more likely to engage with websites that show the padlock icon in their browser. A lack of HTTPS can result in a ‘Not Secure’ warning, which may drive visitors away. Additionally, sites that still serve HTTP content (mixed content) while running HTTPS can experience ranking penalties and browser security warnings. Proper SSL implementation not only protects sensitive data but also improves a site’s credibility and search visibility.

HTTPS plays a crucial role in SEO rankings and user trust. Google prioritizes secure sites, and users are more likely to engage with websites that show the padlock icon in their browser. A lack of HTTPS can result in a ‘Not Secure’ warning, which may drive visitors away. Proper SSL implementation not only protects sensitive data but also improves a site’s credibility and search visibility.

Why HTTPS Requires an SSL Certificate

HTTPS (HyperText Transfer Protocol Secure) encrypts data between a user’s browser and a website using SSL/TLS encryption. However, you cannot simply add “https://” to your URLs—you must have an SSL certificate installed on your server.

How to Get an SSL Certificate

  • Free SSL Certificates: Services like Let’s Encrypt offer free SSL certificates but require renewal every 90 days.
  • Paid SSL Certificates: Offered by vendors like DigiCert and GoDaddy, recommended for eCommerce and enterprise sites.
  • Hosting Provider SSL: Many web hosts provide free SSL certificates through Cloudflare, SiteGround, or Bluehost.

How to Force HTTPS After Installing SSL

RewriteEngine On
RewriteCond %{HTTPS} !=on
RewriteRule ^(.*)$ https://%{HTTP_HOST}/$1 [R=301,L]

WWW vs. Non-WWW: Which One Should You Use?

When structuring a domain, one of the key decisions is whether to use www (https://www.example.com) or go without it (https://example.com). While both are technically correct, it’s critical to choose one and enforce it consistentlyacross your site.

Key Differences Between WWW and Non-WWW

Feature WWW (https://www.example.com)  Non-WWW (https://example.com) 
Tradition Historically used for web servers Used more for branding & simplicity
SEO Impact No direct ranking benefit No direct ranking benefit
Cookie Handling More flexibility (can set cookies for www.example.comonly)  Cookies apply to all subdomains
CDN & Performance  Can be beneficial for large-scale sites using CDNs Works fine for smaller websites

Best Practices for Enforcing One URL Format

1. Choose a Preferred URL and Redirect All Others

Search engines treat https://www.example.com and https://example.com as separate websites unless you properly redirect one to the other.

Forcing WWW to Non-WWW (Redirect to example.com)

apache
RewriteEngine On
RewriteCond %{HTTP_HOST} ^www\.(.*)$ [NC]
RewriteRule ^(.*)$ https://%1/$1 [R=301,L]

Forcing Non-WWW to WWW (Redirect to www.example.com)

apache
RewriteEngine On
RewriteCond %{HTTP_HOST} ^example\.com [NC]
RewriteRule ^(.*)$ https://www.example.com/$1 [R=301,L]
  • Use one of these, not both, or you’ll create an infinite redirect loop.

2. Set the Preferred Domain in Google Search Console

If you don’t specify a preferred domain in Google Search Console, Google may index both versions separately, splitting your SEO value.

  • Go to Google Search Console → Click on Domain Settings
  • Set your preferred domain as either www or non-www

3. Update All Internal and External Links

Once you’ve chosen a format:

  • Ensure all internal links match the preferred structure (www or non-www).
  • Update backlinks where possible (social profiles, directory listings, etc.).

How HTTPS and WWW Affect Third-Party Integrations

When linking between different platforms (e.g., WordPress, Shopify, and custom-built sites), incorrect URL formatting can break integrations.

Common Issues

  • Payment Gateways: Some payment processors (like PayPal) require URLs to match exactly, or transactions may fail.
  • API Calls: If an API endpoint expects https://api.example.com, sending http://api.example.com may break authentication.
  • Cross-Site Cookies: If your site uses cookies across subdomains, switching from www to non-www may cause session issues.

Example of a Secure API Call with HTTPS

html
<script>
fetch("https://api.example.com/data")
.then(response => response.json())
.then(data => console.log(data));
</script>
  • This ensures a secure connection to the API, preventing browser warnings and potential data leaks.

Trailing Slashes in URLs: When, How, and Why They Matter

A trailing slash (/) at the end of a URL might seem like a small detail, but it plays a significant role in website structure, SEO, and how different platforms interpret links. Some systems treat URLs with and without a trailing slash as separate pages, which can impact indexing, ranking, and navigation.

What is a Trailing Slash?

A trailing slash is the / at the end of a URL, such as:

  • With trailing slash: https://example.com/page/
  • Without trailing slash: https://example.com/page

While both URLs may seem identical, search engines and servers can treat them differently, depending on the website’s configuration.

When to Use a Trailing Slash

1. For Directory-Like Pages

A trailing slash is typically used when referencing a directory or category page. Many CMS platforms, like WordPress, automatically add a trailing slash to URLs that represent a section rather than a single document.

<a href="https://example.com/blog/">Visit our blog</a>

Helps maintain a structured URL hierarchy.

2. For Static Files and Specific Pages

Trailing slashes should not be used for URLs pointing to specific files, such as images, PDFs, or API endpoints.

<img src="https://example.com/image.jpg" alt="Example Image">

How Different Platforms Handle Trailing Slashes

  • WordPress: Automatically appends a trailing slash to pages and categories.
  • Apache & Nginx: Can enforce or remove trailing slashes via server rules.

Google Search Console & SEO Impact

Google treats /page and /page/ as separate URLs unless a canonical tag or a 301 redirect is implemented.

<link rel="canonical" href="https://example.com/page/">

This tells search engines to consider /page/ as the authoritative URL.

Linking Between Different Platforms: Potential Issues

  • Shopify: Removes trailing slashes from product pages.
  • Wix: May add unnecessary query parameters that can break URLs.
  • Social Media: Facebook and Twitter strip trailing slashes, affecting tracking.

Best Practice: Use Standardized URLs

Ensure consistency by always using the same format across all platforms to avoid SEO issues, tracking discrepancies, and broken links.

RewriteEngine On
RewriteCond %{HTTP_HOST} ^example\.com [NC]
RewriteRule ^(.*)$ https://www.example.com/$1 [R=301,L]

Final Thoughts

While internal linking and proper URL structuring are important, external links also influence SEO. High-quality external links to authoritative sites can build credibility, but too many or unrelated links may reduce page authority. External links should always be relevant and add value to the user experience.

When adding links to a webpage, they should provide real value for both users and search engines. Here are some key points to consider:

  • Use descriptive and relevant anchor text to help users and search engines understand link context.
  • Keep internal linking natural and avoid excessive links that may create confusion.
  • Secure your website with HTTPS and verify proper SSL implementation for better rankings and user trust.
  • Maintain consistency in URL formatting by choosing either www or non-www to avoid duplicate content.
  • Use link attributes like nofollow, noopener, and noreferrer correctly to manage security risks and control SEO authority.

Proper on-page linking and URL structuring are fundamental for both SEO and security. By using the right attributes (nofollow, noopener, noreferrer, target="_blank") where appropriate and following best practices for internal and external linking, you can improve your site’s usability, safety, and search engine visibility.

Frequently Asked Questions

Why are clean, human readable URLs important?
Clean URLs are easier for both visitors and search engines to understand. When a URL clearly reflects the content of the page, users are more likely to click on it, and search engines can better index and rank it. A simple and descriptive URL improves trust, looks professional, and makes it easier to share across social platforms or in offline marketing materials.
Should URLs contain keywords?
Including one or two relevant keywords in the URL can strengthen the page’s relevance in search results. Search engines use keywords in URLs as a ranking signal, and users also find it easier to recognize the topic of the page at a glance. Keywords should be inserted naturally and not stuffed, as unnatural patterns may harm both usability and SEO.
How long should a URL be for best SEO performance?
A concise URL is generally best for SEO and user experience. Ideally, it should be under 60 characters so it displays fully in search results without being cut off. Shorter URLs are easier to read, remember, and share, and they also reduce the risk of errors when linking internally or externally.
What’s the best way to separate words in URLs?
Using hyphens to separate words makes the URL more readable for both users and search engines. Hyphens are treated as spaces by search engines, ensuring that each word is recognized individually. This improves clarity and helps avoid misunderstandings about the page content.
Should URLs use uppercase or lowercase?
URLs should always be in lowercase to prevent duplication issues. Some web servers treat uppercase and lowercase letters differently, meaning example.com/Page and example.com/page could be considered separate URLs. Lowercase consistency avoids confusion and makes the structure simpler to manage.
How deep should a site’s URL hierarchy go?
It is best to keep a shallow URL hierarchy, ideally no more than three levels deep. This makes it easier for visitors to navigate and for search engines to crawl the site efficiently. A flatter structure also ensures that important content is not buried too deeply, which can reduce its chances of ranking well.
Are dates or session IDs recommended in URLs?
Dates and session IDs should be avoided in URLs unless absolutely necessary. Dates can make content appear outdated even if the information is still relevant, and session IDs can create duplicate content issues. A cleaner, static URL tends to perform better in search engines and looks more trustworthy to users.
Should URL structure mirror site navigation?
While a logical structure is beneficial, it does not always have to match the exact navigation layout. The priority should be clarity and simplicity, ensuring the most important keywords and topics are reflected in the URL. A clear and descriptive URL can still be effective even if it differs slightly from the navigation menu.
Why is consistency in URL patterns important?
Consistent URL patterns help with site organization, user trust, and analytics tracking. When visitors see a predictable and logical format, they can more easily guess where other related content might be located. For search engines, consistency reinforces structure and improves the efficiency of crawling and indexing.
What should you do when changing URLs?
If a URL needs to change, it is essential to set up a 301 redirect from the old URL to the new one. This ensures that any existing SEO value, backlinks, and user bookmarks continue to work without leading to an error page. Redirects also guide search engines to the updated URL, preserving rankings and improving the overall user experience.

Douglas Goddard* (134)

Douglas is the visionary behind “PX Media,” a beacon of creativity and excellence in marketing for over two decades. Within his illustrious career, Douglas has not only mastered the art of web design, online marketing, and photography. Still, he has also become a pivotal figure in transforming visions into digital realities. His educational journey through renowned institutions, where he delved into fine art and design, laid the foundation for his exceptional skill set. Beyond his technical prowess, Douglas is celebrated for his unwavering honesty, trustworthiness, and educational approach that empowers clients and peers alike.

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