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Published in:
2023 | OriginalPaper | Chapter
2. URL and Domain Structure
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Abstract
This chapter covers proper URL structures and the way URL structures can affect SEO. Search engines use a page's URL as a unique identifier for each page. That means every signal a search engine finds about a page is attached to that distinct URL. However, there are many possible URL variations, especially where parameters are concerned, and those different variations can lead search engines to identify one page under multiple URLs. This creates problems that disrupt SEO performance. A key step in improving a website's SEO performance is making sure that URLs are properly structured so that search engines can crawl, index, and rank each page correctly.