Should you really include keywords in your URLs?

What is the real scope of this statement?

John Mueller makes it clear: keywords in URLs do matter, but their weight is negligible. It’s a signal that Google still picks up, but it hardly weighs anything compared to major criteria like content quality, backlinks, or satisfied search intent.

This position is not new — it aligns with a key trend where Google is gradually minimizing superficial on-page signals in favor of deeper signals. The URL remains a contextual relevance indicator, particularly for crawling, but does not determine ranking on its own.

Why is this nuance important for practitioners?

Because too many SEOs are still wasting a lot of time optimizing their slugs, negotiating the exact length, choosing between hyphens and underscores. Let’s be honest: that time could be better invested elsewhere. A readable URL that is consistent with the site's structure is usually sufficient.

The real goal of the URL is its structural function: it helps Google understand the hierarchy of your content, facilitates internal linking, and improves the click-through rate in SERP display when it is clear. But stuffing a URL with keywords to gain three positions in the results? Forget it.

In what cases do keywords in the URL still play a role?

There are contexts where a descriptive URL retains tactical interest. For example, on very specific long-tail queries, where Google lacks strong signals to differentiate similar pages. Or in ultra-competitive environments where every micro-signal can sway a result.

Similarly, a clear URL remains an asset for user experience: it reassures, indicates where one is going, and facilitates sharing. But this advantage has nothing to do with ranking — it’s about CRO, not algorithmic SEO.

• Keywords in the URL are a minor ranking factor, confirmed by Google.
• Their main value lies in structure, readability, and UX, not in algorithmic boosting.
• Investing time in this lever at the expense of content or linkbuilding is a tactical mistake.
• A clean, short URL consistent with the structure is sufficient in 95% of cases.
• In ultra-competitive niches or long tails, a descriptive URL can provide a micro-advantage.

Is this statement consistent with field observations?

Absolutely. A/B tests conducted on high-traffic sites show that modifying a URL — even by adding strategic keywords — generates only a marginal impact on ranking, often falling into statistical noise. The real gains come from enhanced content, redistributing internal PageRank, or acquiring links.

The problem is that many confuse correlation with causation. Yes, well-ranked pages often have descriptive URLs — but that’s because they are part of well-structured sites, not because the slug contains the exact keyword. [To be verified]: Google does not disclose any figures on the relative weight of this signal, making empirical quantification subject to interpretation.

What nuances should we add to this rule?

First nuance: a URL should not be seen as an isolated SEO lever, but as a building block of coherence. If your structure is chaotic, your URLs will reflect that chaos — and Google will take it into account in its overall understanding of the site. A clear URL facilitates crawling, reduces duplication, and enhances linking.

Second nuance: context matters. On an e-commerce site with 10,000 products, standardizing URLs without keywords might be wise to avoid cannibalization. On an editorial blog, an explicit URL may enhance the perceived topical authority by Google, even if the direct effect is minimal. And that’s where it gets tricky — because this logic defies any absolute rule.

In what cases does this rule not apply?

Some CMS generate cryptic URLs by default — numeric identifiers, random strings. In this specific case, replacing an opaque URL with a descriptive one provides a net gain, not on direct ranking, but on contextual understanding by Google and on CTR in SERP. It’s not a ranking factor, but a relevance facilitator.

Another exception: multilingual or multi-regional sites, where the URL plays a role in geographic segmentation (via subdomains or subfolders). Again, the issue goes beyond just the keyword — we are talking about structural signals that help Google route the right content to the right audience.

What should you do concretely with this information?

Stop wasting time micro-optimizing your slugs. If your site already has clean, readable URLs that are consistent with your structure, don’t change anything. Instead, invest in quality content, targeted linkbuilding, or improving your Core Web Vitals — levers with measurable and significant ROI.

However, if you are launching a new site or restructuring an architecture, prioritize short, descriptive URLs without being stuffed with keywords, and avoid unnecessary dynamic parameters. The good reflex: a URL that makes sense without context, clearly indicating the page’s theme, and respecting a logical hierarchy (root > category > subcategory > page).

What mistakes should be avoided at all costs?

Never modify a URL without a clear strategic reason. Every URL change involves a 301 redirect, which can dilute PageRank and introduce risks of loops or errors. If your only motivation is to add a secondary keyword to the slug, it’s not worth it.

Avoid over-optimization too: URLs like /best-plumber-paris-75-emergency-plumbing-24h are pointless, except for appearing spammy. Google detects these patterns and may even interpret them as a manipulation signal. A sober and natural URL is always more valuable than a keyword-stuffed URL.

How to check if your URL strategy is healthy?

Audit your URLs through Google Search Console: identify high-traffic pages with cryptic or inconsistent URLs, and assess whether there’s potential gain to restructure them. Also, use a crawler (Screaming Frog, Oncrawl) to identify redirect chains, duplicated URLs, or non-optimal patterns.

Finally, test the readability of your URLs in SERP: does a user immediately understand what the page is about? If yes, you’re good. If not, the question is not about stuffing the URL with keywords, but clarifying your information architecture.

• Only modify a URL if it is cryptic, inconsistent, or causing proven technical issues.
• Favor short, descriptive, and logically structured URLs.
• Implement clean 301 redirects for every URL change.
• Avoid overloaded slugs with keywords or unnecessary parameters.
• Regularly audit your URLs to detect duplications, redirect chains, and 404 errors.
• Concentrate your SEO efforts on high-impact levers: content, links, user experience.