SEO basics: What’s a slug and how to optimize it

In SEO, we often talk about creating the right slug for a page. But what is this really? And why should you optimize it? In this post, we’ll explain all you need to know about it.

When you google “what’s a slug”, you’ll find that the definition we’re looking for is “a part of a URL which identifies a particular page on a website in a form readable by users.” It’s the nice part of the URL, which explains the page’s content. In this article, for example, that part of the URL simply is ‘slug’.

WordPress slugs

In WordPress, it’s the editable part of your URL that you can edit when writing a new post. Note that this only works with the right permalink settings. It looks like this:

slug-slug

If you have added more variables to your URL, we’re still talking about just that editable part of the URL to the page, like this:

slug-ocw

There’s an additional value at the end of that URL. In this case, that extra variable is used so slugs can be the same without the URL being the same. I think these examples clearly show what the slug we are talking about is.

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Optimizing your slug

What are the things you need to think of when constructing the right slug for your post or page? Let’s go over a number of characteristics you need to take into account:

No stop words

Filter our all the unnecessary words. Filter out “a”, “the” and “and” and similar words. We have written a tad bit more on stop words in our WordPress SEO article. For users of our Yoast SEO plugin: you might have noticed we filter stop words out by default.

Add focus

Don’t just filter out stop words, but really all the words that you don’t need. Make sure the slug still makes sense though. In the case of this post, WordPress automatically creates the slug “what-s-a-slug-and-how-to-optimize-it” (based upon the permalink settings in WordPress), which I manually reduced to “slug”.

There is one thing to keep in mind here. “Slug” as a subject is not likely to get another page on its own on our blog. This informative article will most probably remain the central point for information about slugs on our website. So I can reduce the slug to just “slug” for that reason. If this was an additional post to a main article, it would probably have been something like “optimize-slug” (and I wouldn’t have explained what it is, for that matter). So, do consider the page’s level or position on your website.

Keep it short, but descriptive

The URL of your page is shown in Google search results. Not always, sometimes it’s for instance replaced with breadcrumbs (awesome). When it’s shown, Google highlights the matching words from the search query:

url-in-search-result-pages-2

So you need to keep that in mind as well. Next to this, a short slug, right after the domain, will allow Google to show these keywords it in its mobile search result pages as well.

Now go optimize your slug with these three things in mind!

Read more: ‘SEO basics: what does Google do?’ »

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Author: Search Engine Optimisation Company

Our team have been offering SEO expert services to clients since the early days of the internet. Whilst the tactics have evolved over the years, our overall goal by no means has and thats making sure our users web pages to rank on page 1 for appropriate keywords at the same time only using honest and long term strategies. Plan to Dominate the Search Engines? While many agencies are convinced that they have to resort to black hat SEO tactics to get results, we can get the 1st page rankings for all of our customers despite the fact that constantly guaranteeing we stick to strategies that are not frowned upon by the the search engines. What happens when you turn to black hat strategies? Without a doubt, you will get some early success, however the internet search engines will quickly discover what you are doing and you can face severe penalties which includes having your website banned with the google search results altogether. We work within guidelines of leading search engines such as Google, Yahoo and Bing! so you never need to be concerned about receiving any penalties as a result of the work we carry out for you.

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