The optimal URL slug is 3-5 words (approximately 50-60 characters) using lowercase letters separated by hyphens. The technical maximum is under 2,000 characters, but shorter is better. As John Mueller stated: “URL length doesn’t matter. We use URLs as identifiers.” The key is using hyphens only (never underscores) and avoiding special characters, long ID numbers, and years unless absolutely necessary.

This guide covers URL slug best practices for creating search-friendly, user-friendly URLs.

URL Slug Best Practices Overview

Optimal Specifications

What Makes a Good URL

Good examples:

• /url-slug-best-practices
• /how-to-write-seo-titles
• /email-marketing-guide

Poor examples:

• /article-id-12345-category-seo-tips-and-best-practices-for-2026
• /p=123
• /How_To_Write_SEO_Titles!!!

URL Structure and Length

Research on URL Length

John Mueller (Google): “URL length doesn’t matter. We use URLs as identifiers.”

Practical guidance:

• Optimal slug: 3-5 words (50-60 characters)
• Technical maximum: Under 2,000 characters
• The first 3-5 words are most important for readability

Why Shorter Works

User experience:

• Easier to read and remember
• Cleaner when shared
• More trustworthy appearance

SEO signals:

• Focused keyword targeting
• Clearer topical relevance
• Better click-through rates

Character Count Guidelines

For the slug portion (after domain):

• Ideal: 50-60 characters (3-5 words)
• Technical maximum: Under 2,000 characters
• Avoid: Long ID numbers, unnecessary dates

Full URL consideration: Domain + slug should remain manageable for sharing.

Formatting Rules

Use Lowercase

Correct: /seo-best-practices Incorrect: /SEO-Best-Practices or /SEO-BEST-PRACTICES

Why:

• URLs can be case-sensitive on some servers
• Lowercase is standard
• Avoids duplicate content issues

Use Hyphens Only, Never Underscores

Correct: /url-slug-guide Incorrect: /url_slug_guide

Why:

• Google treats hyphens as word separators
• Underscores join words (url_slug = urlslug to Google)
• Hyphens are the only recommended word separator

Avoid Special Characters

Remove or encode:

• Spaces (use hyphens instead)
• & ? = # %
• Apostrophes and quotes
• Non-ASCII characters
• Long ID numbers
• Years (unless content is genuinely date-specific)

Example transformation: “What’s the Best SEO Strategy?” → whats-best-seo-strategy

Keyword Optimization

Include Primary Keyword

The most important rule: Your primary keyword should appear in the URL slug.

Example: Target: “email marketing tips” Slug: /email-marketing-tips

Keyword Placement

Front-load when possible:

• Better: /seo-tips-for-beginners
• Less optimal: /beginners-guide-to-seo-tips

First 3-5 words matter most for SEO signals.

Avoid Keyword Stuffing

Too much: /seo-tips-seo-best-practices-seo-guide-seo-2026

Just right: /seo-tips-best-practices

Stop Words in URLs

What Are Stop Words?

Common stop words: a, an, the, and, or, but, in, on, at, to, for, of, with, by

Should You Remove Them?

General guidance: Remove when possible without losing meaning.

Example:

• Original: “The Complete Guide to Email Marketing”
• With stops: /the-complete-guide-to-email-marketing
• Without stops: /email-marketing-guide

Exception: Keep stop words when they’re essential to meaning or when removal creates awkward phrasing.

URLs for Different Content Types

Blog Posts

Format: /topic-primary-keyword

Examples:

• /email-subject-line-tips
• /how-to-improve-seo-rankings
• /content-marketing-strategy-guide

Avoid dates in URLs unless content is genuinely date-specific (news, events).

Product Pages

Format: /category/product-name or /product-name

Examples:

• /shoes/nike-air-max-90
• /iphone-15-pro-max

Include: Product name, key identifier Consider: Category hierarchy for large catalogs

Category Pages

Format: /category-name

Examples:

• /running-shoes
• /email-marketing
• /seo-tools

Keep short: Category URLs appear in all product/article URLs

Service Pages

Format: /service-name or /location-service

Examples:

• /website-design
• /seattle-plumbing-services

Dates in URLs: Avoid or Include?

When to Avoid Dates

For evergreen content:

• /seo-best-practices ✓
• /seo-best-practices-2026 ✗

Why:

• Requires updating URLs annually
• Old dates look stale
• Creates redirect complexity

When Dates Work

For date-specific content:

• News articles: /news/2026-01-15-product-launch
• Events: /events/2026-marketing-conference
• Annual reports: /reports/2025-annual-review

URL Changes and Redirects

When to Change URLs

Change when:

• URL has serious issues (broken characters, etc.)
• Site restructure requires it
• Brand/business name changes

Avoid changing:

• Well-performing URLs
• URLs with many backlinks
• Just for optimization tweaks

Redirect Best Practices

Always use 301 redirects when changing URLs

• Preserves SEO value
• Maintains user experience
• Prevents 404 errors

Redirect mapping: Old URL → New URL via 301 permanent redirect

URL Hierarchy

Flat vs. Deep Structures

Flat (recommended for most): /product-name /blog-post-title

Hierarchical (for large sites): /category/subcategory/product /blog/topic/post-title

Hierarchy Considerations

Flat advantages:

• Shorter URLs
• All pages close to root
• Simpler structure

Hierarchical advantages:

• Clear organization for large catalogs
• Category signals in URL
• Logical breadcrumb alignment

Frequently Asked Questions

Does URL length affect SEO?

According to John Mueller: “URL length doesn’t matter. We use URLs as identifiers.” Focus on clear, keyword-focused URLs rather than hitting a specific length.

Should I use hyphens or underscores?

Hyphens. Google treats hyphens as word separators, making each word individually indexable.

Do stop words hurt SEO in URLs?

Minimally. Remove them when it doesn’t hurt readability, but don’t obsess over it.

Should I include my brand name in URLs?

Generally no. The domain already includes branding. Save URL space for keywords.

How do I handle special characters in URLs?

Remove or encode them. Most CMS platforms handle this automatically.

Is it bad to have long URLs?

Technically URLs can be up to 2,000 characters, but keep slugs to 3-5 words (50-60 characters) for readability. Avoid long ID numbers and unnecessary years.

Key Takeaways

• Optimal URL slug: 3-5 words (50-60 characters)
• Technical maximum: Under 2,000 characters
• Use hyphens only as word separators (never underscores)
• John Mueller: “URL length doesn’t matter. We use URLs as identifiers.”
• Avoid: Underscores, special characters, long ID numbers, years (unless necessary)
• Include primary keyword, ideally front-loaded
• Use 301 redirects when changing established URLs

Conclusion

URL slug optimization is about clarity and focus—include your primary keyword, keep it to 3-5 words (50-60 characters), and use hyphens as separators. As John Mueller confirmed, Google uses URLs as identifiers, so length itself isn’t a ranking factor. Focus on avoiding underscores, special characters, long ID numbers, and unnecessary years. Try our free letter counter → to verify your URL slugs stay within optimal character ranges.