Why does Google downplay the importance of keywords in URLs?

This statement reflects the evolution of Google's algorithms towards a deeper semantic understanding of content. The engine now analyzes text, titles, entities, and context much more finely than it did fifteen years ago.

The days when stuffing a URL with keywords could provide an SEO boost are over. Google has hundreds of signals to determine the subject of a page, and the URL is just one among many that has become marginal.

What does 'insignificant impact' mean in practice?

An insignificant impact doesn't mean zero absolute. On a page void of content, the URL could theoretically serve as the last hint for Google.

However, as soon as a page contains text, properly structured titles, images with alt tags, and internal linking, the URL becomes a signal drowned in the multitude. Its relative weight drops drastically against other ranking factors.

Does this statement also apply to URL readability?

Gary Illyes here speaks strictly about the direct ranking impact of keywords in the URL. He does not say that URLs should be incomprehensible.

A clean and descriptive URL remains useful for the user who sees it in the SERPs or shares it. A clear URL can influence click-through rates, even though Google no longer assigns it significant algorithmic weight.

• Keywords in the URL provide only a negligible signal for organic ranking
• A page with content renders the URL almost irrelevant for SEO
• The readability of the URL retains UX value and can indirectly influence the CTR
• Google heavily prioritizes page content, title/meta tags, and HTML structure
• This statement confirms a trend observed over the years in practice

Does this statement align with on-the-ground observations?

Yes, this assertion aligns well with empirical tests conducted by the SEO community in recent years. Changing a keyword-optimized URL to a generic URL (like a numeric ID) usually does not result in a noticeable ranking drop, provided that redirects and content are maintained.

Conversely, adding keywords to an existing URL does not generate measurable boosts. The URL signal has been gradually diluted in favor of richer signals such as entities, semantic context, and Core Web Vitals.

What nuances should be applied to this rule?

Be cautious; the URL remains a visible element in the SERPs and potentially influences click-through rates. A URL like example.com/mens-running-shoes is likely to be clicked more than an obscure URL like example.com/prod?id=98372, even if Google ranks them similarly.

Moreover, descriptive URLs facilitate crawler work and assist in the overall understanding of the site structure. They contribute to semantic coherence, even though it's no longer a direct ranking factor. [To be verified]: the exact impact on CTR is not quantified by Google.

In which cases might this rule not apply?

On pages that are extremely content-poor—such as a product page with only an image and a price—the URL could theoretically play a minor role. But this is an edge case rarely encountered.

Furthermore, some CMS generate totally cryptic URLs that harm user experience and complicate log analysis. Even without ranking impact, a readable URL remains good practice for debugging, reporting, and UX.

Should we stop optimizing URLs for SEO?

No, but priorities need to be redefined. Spending hours perfecting each slug with keyword variations no longer makes sense. Focus your time on content, title tags, Hn tags, internal linking, and speed.

A clean, short, and descriptive URL is sufficient. The goal is clarity for humans, not algorithmic optimization for Google. If your CMS offers a readable auto-generated URL, keep it. If it’s obscure, fix it once, then move on.

What mistakes should be avoided in URL management?

Do not change your existing URLs just to add keywords. Any URL modification without a proper 301 redirect risks breaking SEO juice and losing backlinks. The cost of a poorly managed URL overhaul far exceeds the hypothetical gain.

Avoid dynamic URLs with 10 incomprehensible parameters. Google can crawl them, but they hurt CTR and complicate analytical tracking. Favor static URLs or clean rewrites.

How can I check if my site's URL structure is acceptable?

Audit your URLs in Google Search Console and in your logs. Ensure they are consistent, hierarchical, and without duplication. A good URL reflects the site structure and remains stable over time.

Test the CTR of your pages in Search Console. If obscure URLs show abnormally low CTRs, consider a rewrite to enhance readability, but plan for redirects and monitor the impact.

• Prioritize readability and consistency of URLs over keyword stuffing
• Never modify a URL without implementing a proper 301 redirect
• Concentrate your SEO efforts on content, titles, Hn tags, and internal linking
• Avoid dynamic URLs with too many parameters; prefer clean rewrites
• Regularly audit the URL structure in Search Console and your server logs
• Monitor the CTR of pages with obscure URLs and correct them if necessary