SEO Dilution: Key Words in Sub Directories v Using a Hyphen in a Single Directory

[chewythedog]

Hi Moz Community,

I'm trying to understand if there is really any material difference with going with one URL structure compared to the other.

I assume the hyphen example below is what most would argue is the best option, but due to certain circumstances (I wont go into) I'm most likely going to be forced to use the sub directories URL option.

I'm just concerned that going down this path will have a material SEO effect...looking for peoples thoughts?

Keep in mind for this example:

1. I'm using the Shopify eCommerce platform and am forced to use the word 'collection' in the url

2. I sell shoes so the word ' Birkenstock ' within the URL represents the brand & 'Sandals ' represents the style.

3. The key word search in this instance would be birkenstock sandals

Example 1

http://companyname/collection/birkenstock/sandals  V http://companyname/collection/birkenstock-sandals

Example 2

http://companyname/collection/sandals/birkenstock  V  http://companyname/collection/sandals-birkenstock

Will be interesting to hear if people what difference if any each will bring.

Thanks in advance for any insight.....

[renehansen]

Shopify is good in many ways, but is also somewhat restrictive, in terms of URL. I would go with the shortest URL possible, which in this case is also the most describing one.

Shopify URLs are not good in terms of having a descriptive URL structure, and from I can tell, the so called, Shopify Experts, are only concerned about a webshop making any money. Not that they are possibly losing SEO benefits.

[chewythedog]

Thanks Rene...but I'm really keen to know if the SEO difference would be marginal or significant, that is a key part of the question.

Cheers...

[rjonesx. 0]

Hi @chewythedog,

I would look at this from 2 perspectives.

First, unless you only sell sandals, or only sell birkenstocks, it makes sense to have another category level (ie /collection/{category}/{sub-category}

Second, I think you should use the common categorization of {category}/{brand}. This isn't really a search issue, it is a usability issue. Most people don't go out shopping for a brand. They don't say "today I want to buy something made by nike". They say, today I want to buy tennis shoes. Maybe they say, I want to buy nike tennis shoes, but they almost never say, today I want to buy something made by nike. While brand is important, most brands represent a broad number of products and thus it doesn't make sense to make them the primary category.

However, while people shop for product types, they search for brand+product (ie: people search for birkenstock sandals far more than they search for sandals birkenstock or sandals by birkenstock). Subsequently, while your categorization should probably be /sandals/birkenstock, the title of that page should probably be Birkenstock Sandals.

Finally, in general, link architecture is far more important than information architecture. You could have all of your URLs sitting in one directory (like wikipedia) and do great as long as you have a strong internal linking strategy. I would focuse far more attention on that than anything else.

[chewythedog]

Hi Rene,

Thanks for the input and insight - much appreciated.

So expanding on your example and my specific question what do you believe the difference would be (if any) on search results for someone looking for Birkenstock sandals when you had two URL's of the below (considering all other SEO aspects were equal)

http://companyname/collection//sandals/birkenstock  V http://companyname/collection/sandals-birkenstock

The restriction I've got are kind of forcing me to go with the first URL but with a fair amount of work and possibly ongoing maintenance I could go with the 2nd URL.  However if the SEO result between the two is minimal then my decision on how to structure is easy - I go with what's easier to set up and manage.

Does that make sense?

Thanks...