What Is a URL Slug?
A URL slug is the part of a web address that comes after the domain name and identifies a specific page. For example, in example.com/running-shoes-guide, the slug is running-shoes-guide. It is the human-readable portion of the URL that describes the page content.
Why URL Slugs Matter for SEO
URL slugs are a minor but real ranking factor. Google uses the words in your URL as a relevance signal. A URL containing your target keyword tells both users and search engines what the page is about before they even click. Clean, descriptive slugs also improve click-through rates because users can see the URL in search results and know what to expect.
URL Slug Best Practices
| Rule | Example |
|---|---|
| Use lowercase only | /running-shoes not /Running-Shoes |
| Use hyphens, not underscores | /running-shoes not /running_shoes |
| Include your target keyword | /best-running-shoes-flat-feet |
| Keep it short | 3-5 words is ideal |
| Remove stop words | /seo-guide not /a-guide-to-seo |
| No special characters | Letters, numbers, and hyphens only |
| No dates unless needed | /seo-guide not /2026/03/seo-guide |
Common URL Slug Mistakes
- Auto-generated slugs — CMS defaults like
/post-12345or/?p=123waste keyword opportunity - Too long —
/the-complete-ultimate-guide-to-everything-about-running-shoes-for-beginners-2026is too much - Changing slugs without redirects — changing a URL without a 301 redirect loses all existing rankings and backlinks
- Duplicate slugs with parameters —
/shoes?color=redand/shoes?color=bluecreate duplicate content without canonical tags
Check your URL structure with a free RankNibbler audit — it analyses URL length, casing, separators, and depth.
Last updated: March 2026