Get the structure URLs right and enjoy many advantages like better SEO. Though it is a complicated task, keep the focus right, and achieve better search engine rankings. Examine the totality of SEO rather than consider an aspect or two.

How to structure URLs?

Defining further, the right URL promotes a higher PageRank and elevates the all-important user experience. Quality of content is crucial too.

URLs fall into two categories: 1. Static and 2. Dynamic

Static URLs remain the same unless the change is made to the HTML structure.

Dynamic URLs do change and parameters are included.

Both are steady and that is important for ranking purposes. That is why static URLs that humans can read are preferred as follows:

Rather than

Yet another important aspect of URLs should be brief lengths that result in higher ranks. Short URLs create trust, enhance the user experience, and promote sharing.

Step 2: Be well organized

An ordered URL is compulsory. Content could be sensational, but the URL not so. In general, use directories, categories, and subfolders, and avoid sub-domains and clutter in URL structures.

The following example reflects order:

https://www.homepage.com/makeup/lipstick/liquid

Though the root page https://www.homepage.com usually ranks high, the directories/categories/levels do not affect SEO or PageRank.

Regarding global websites, multiregional or multilingual websites require language markers in the URL. It helps users and indicates the same language in the directory. This example indicates English as the website language. https://hotelsite.com/en/hotel-name

Step 3: The appropriate keywords

Ensure search engine optimized URLs through essential keyword research. Research keywords, but avoid overdoing them. URLs can contain one or two keywords. URL keywords had better be quite similar to page titles to help search engines. Meta descriptions can use the keywords too.
Including keywords in domain names may help but is not essential. Branding would be more important than keywords. Consider ‘TechCrunch.’

Google devalued exact matches in domains/keywords in 2012. Keywords in URLs do not matter much for PageRank. Avoid keyword stuffing. Rather, concentrate on creating quality content.

Step 4: Aim for reliability

Google values users and their experiences eternally. Website ranking looks at many factors like the live period, content, and security. Consider a few salient features for URL structures.
Regarding HTTPS, the ‘s’ represents secure and encrypted. Websites dealing in finance require such a system. In comparison, HTTP is unreliable and insecure. Messages are not safe.
TLDs or top-level domain refers to the right of the dot. Examples are .edu, .net and .org.
rTLDs where the ‘r’ refers to regions like .eu and .asia.
Generic country code top-level domains (gccTLDs) go through many changes but are represented for the moment as .co or .me.

The right choice of TLDs brings reliability and the website may attract traffic and sharing.
Canonical URLs represent the web page’s chief address and are credible for preventing replicated content. Search engines like them. If it is a blog homepage like www.example.com/best-brunch-seattle and categorizes it as food, the URL may be www.example.com/food/best-brunch-Seattle. The problem is that both URLs refer to the same page or duplicate, thus devaluing both. The solution is the canonical URL and only one address is used.

Hazards to avoid

URLs for SEO must avoid certain snags.
• Don’t use stop words like a, an, the. Leave out the ‘a’ in https://example.com/negotiate-a-lease-agreement.
• Leave out special characters like exclamation marks and asterisks.
• Use only hyphens to separate words and keywords in URLs.
• No parameters/dynamic URLs that come from searches within a database. Search engines are fond of unique pages and the URL after a special character gets cut off. Special characters are not SEO-friendly.

To take an example:

http://www.exampledynmaicsite.com/forums/thread.php?threadid=12345&sort=date
Becomes edited to:
http://www.exampledynmaicsite.com/forums/thread.php

Three URLs connecting to separate pages could get edited to the same URL that cannot be indexed.

The essential URL structuring revisited

Step 1: Steady and Simple
Step 2: Be well organized
Step 3: The appropriate keywords
Step 4: Aim for reliability
Remember the big prohibitions to preserve PageRank.

Avoid:

Stop words, special characters, Parameters/Dynamic URLs.

Though it all appears complex, observing them thoroughly would show results in improving traffic, SEO, and PageRank, beating the competition, and improved search rankings.