If you'd dropped the words SEO or URL structure into a sentence with me ten years ago, I would’ve started sweating. Before I understood it, SEO made me so nervous—I could think of 51 million other tasks I’d rather do than sit down and try to figure it out.
All the SEO stuff felt super overwhelming, and most of the time, it was like trying to decipher code or another language entirely. But over time (and when I realised just how powerful it could be when I was growing one of the largest online stores for ethical and sustainable fashion), I came to love it. It got easier, and it became part of my everyday toolkit.
And even though I can never remember what URL actually stands for without Googling it, I do know that the structure of a URL is incredibly important. It’s not just about aesthetics—it’s a crucial component of SEO. A well-structured URL can enhance user experience (aka make your site easier to navigate for customers) and improve your search engine rankings (aka help get you on the front page of Google).
When I first started figuring out SEO for myself five years ago, I saw a huge difference in the traffic coming to my online store. So now I want to share what I’ve learned so you can harness its power too.
But before we dive into the good stuff, let’s break down why URL structure is essential:
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User experience: Clean and descriptive URLs help your customers easily find what they’re looking for—and the smoother the shopping experience, the faster the checkout.
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Search engine crawling: Search engines like Google use your URLs to index your content. A well-structured URL provides context about what’s on the page—and when you get it right, Google shows the right page to the right person.
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Keyword relevance: Including relevant keywords in your URLs can improve your visibility in search results. So unless you want to be buried on page 10 of the results, this one’s important.
So, let’s get into the three most straightforward and practical tips to help you optimise your URLs. These will make sure your slow fashion site’s structure reflects your brand’s ethos and is easily understood by both your customers and the search engines.
#1. Keep your URLs simple and descriptive.
Why it matters: A straightforward URL is easier for users to read and remember. It also gives a clear idea of what’s on the page.
How to do it:
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Use clear keywords: Instead of
www.yourbrand.com/p123, create a keyword-rich structure likewww.yourbrand.com/organic-cotton-dress. -
Avoid unnecessary parameters: Skip the random symbols and numbers like
www.yourbrand.com/product?id=456. -
Maintain consistency: Establish a consistent URL structure across your site to build familiarity and trust.
#2. Incorporate relevant keywords naturally.
Why it matters: Including keywords in your URL helps signal the page’s relevance to search engines. If that sounds like a foreign language, don’t worry—here’s how to do it.
How to do it:
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Reflect the page content: Make sure the URL clearly represents what’s on the page. For example,
www.yourbrand.com/sustainable-accessoriestells customers exactly what they’ll find there. -
Avoid keyword stuffing: Don’t cram your URL with keywords just for the sake of it. Keep it clear and to the point.
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Use hyphens to separate words: Hyphens make URLs easier to read. For example,
www.yourbrand.com/eco-friendly-yoga-topsis way easier to read thanwww.yourbrand.com/ecofriendlyyogatops.
#3. Use lowercase letters.
Why it matters: URLs are case-sensitive. Mixing uppercase and lowercase can lead to errors or duplicate content issues (which confuses both customers and Google).
How to do it:
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Stick to lowercase: Always use lowercase letters to avoid inconsistencies.
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Use hyphens instead of capital letters: Instead of using capital letters, spaces, or underscores, go for hyphens. They make your URLs easier to read. For example, use
www.yourbrand.com/sustainable-fashion-dressesinstead ofwww.yourbrand.com/SustainableFashionDresses.
Once you break down URLs and SEO, it really does get easier. Creating good URL structures doesn’t require coding skills or a techy brain. By keeping your URLs simple, using relevant keywords, and being consistent, you’ll improve your site’s SEO and create a better experience for your customers.
And just remember—your website is an extension of your brand. So take the time to create URLs that reflect your values, voice, and commitment to sustainability.
If it still feels like gobbledegook, join my Slow Fashion Lab. We cover technical topics like this, holistic topics like mindset, growth topics like marketing, and so much more on our mentoring masterclass calls. You’ll also get access to a community chat group for 24/7 support from other founders who get it.
Claire x
