/manchester-boiler-installation beats /services every time. URLs should tell Google exactly what a page is about.
Why URL Structure Matters
Google uses URLs to understand page content. A descriptive URL is a ranking signal.
How to Structure URLs
Service Pages
- Bad:
/services/page-1 - Good:
/boiler-installation-manchester
Location Pages
- Bad:
/areas/manchester - Good:
/plumber-manchester
Blog Posts
- Bad:
/blog/post-123 - Good:
/blog/how-to-choose-a-plumber
Rules to Follow
- Use hyphens, not underscores. Google treats hyphens as word separators.
- Keep URLs short. Shorter URLs rank better.
- Include keywords. Put your primary keyword in the URL.
- Lowercase only. URLs are case-sensitive.
- No special characters. Stick to letters, numbers, and hyphens.
UK-Specific Tips
- Include city names in URLs
- Use UK spelling in URLs
- Include service area in URL structure
Related: Fix Meta Titles → | Dedicated Pages Per City →