SEO is a combination of both small and large signals that come together to create a unified whole. Picture your content as the key ingredient, the site design as the foundation, and more. Similar to preparing a stew, enhancing SEO efforts requires adding extra spices, with these small details serving as the key ingredients. There are various small details that can have an impact on SEO. For instance, the use of dashes (-) and underscores (_) in your URL might have significance, but how do they truly affect your SEO performance?
Google’s Word on Dashes
In discussions like this, it’s always recommended to refer to the primary source for accurate information. Specifically, when it comes to the use of hyphens in URLs, it’s important to consider any official stance put forth by Google or its representatives. Google does not have a comprehensive resource guide for SEO, which can make it challenging to find specific guidelines on certain topics. While Google’s help center provides some tips, there isn’t a singular, consistent resource available. For more nuanced issues, it might be necessary to consult secondary sources. Interestingly, the absence of a strict rule against using hyphens in URLs can be interpreted as a positive sign. If Google hasn’t explicitly prohibited their use, then it is generally acceptable to include them in your URLs.
One valuable resource on this topic is Matt Cutts, the former head of Google’s webspam team. Matt was a trusted source for insights into Google’s algorithms and frequently shared information on his YouTube channel and website. Despite his departure from Google, his past posts remain a valuable reference point. In a post dating back to 2005, Matt discussed the use of dashes in URLs. He clarified that Google does not algorithmically penalize websites for using dashes in URLs. While this information may seem dated, the absence of significant changes in spam techniques suggests that the guidance still holds true today. Ultimately, incorporating hyphens in your URLs should not result in penalties from Google. However, it’s essential to avoid misuse of hyphens in a way that appears spammy, as this could lead to penalties. Understanding the nuances of using hyphens in URLs is crucial for maintaining a strong SEO strategy.
Dashes for Definition, Underscores for Concatenation
Let’s begin by clarifying the roles of the hyphen (-) and underscore (_) symbols. In situations where spaces are not permitted, individuals commonly opt for the underscore to create a format that is readable for humans. In contrast, computers typically utilize the hyphen as a separator, resulting in a format like this.
It’s important to note that adherence to these conventions can vary. While it is technically permissible to include an underscore in a domain name, there is a key limitation to consider – underscores are specifically intended for actual DNS names and cannot be utilized in the domain name of a website, as it pertains to a host name URL. This distinction is a crucial aspect of technical documentation.
Here are some essential points to keep in mind:
- Hyphens are permitted in domain names, subdomains, and subfolders. For example, www.sub-domain.domain-name.com/sub-folder-1 is a valid URL.
- Underscores are not permitted in domain names but can be utilized in subfolders. URLs like www.example.com/sub_folder/ are commonly used and function correctly.
- Except for periods (.), other punctuation marks are not allowed in URLs unless used within parameters. Domain names are restricted to letters, numbers, and hyphens, with periods serving specific technical purposes.
Understanding these guidelines is essential for structuring URLs effectively and ensuring compliance with domain naming standards.
The Spammy Exact Match Domain Issue
The use of hyphens in domain names has historically been associated with abuse and manipulation, particularly in the context of exact match domains. In the past, exact match domains were seen as beneficial for search engine ranking because they indicated a site’s focus on a specific keyword, suggesting that the site would have quality content related to that keyword. This led to a proliferation of exact match domains, with webmasters creating multiple domains for various keywords, sometimes resulting in duplicate or low-quality sites.
However, Google’s algorithm update in 2012 devalued exact match domains, signaling a shift towards prioritizing solid branding over keyword-focused domains. While some believed that using an exact match domain was now a penalty, the devaluation simply reduced their value rather than penalizing them outright. Google has since emphasized the importance of building strong brands over keyword-driven domains.
Hyphens were often used in exact match domains to improve readability and clarity, but they are not essential for the functionality of the domain. Both hyphenated and non-hyphenated exact match domains can work similarly in terms of SEO. However, hyphens are less common in domain names outside of exact match domains, making them stand out more when used in this context.
Domain Availability and Competition
One common dilemma that arises for individuals seeking to establish their online presence through a domain name is the decision to use hyphens. This scenario often occurs when the desired domain name is already taken, prompting consideration of a hyphenated alternative. For instance, if the domain SEOBlog.com is already claimed or parked, one might opt for SEO-Blog.com as a viable substitute. The appeal of this approach lies in avoiding hefty fees associated with acquiring a parked domain.
However, while using hyphens can offer cost-effective solutions, it also presents challenges, particularly in terms of competition. Suppose an individual intends to launch an SEO blog but finds that SEOBlog.com is already in use. By selecting SEO-Blog.com as an alternative, they must grapple with the issue of effectively conveying and promoting their domain. Communicating the domain name verbally, such as in face-to-face interactions, can pose difficulties. Terms like “SEO blog, with a dash” or “SEO hyphen blog” may not be memorable or may come across as awkward, potentially leading to confusion or misdirected traffic.
Moreover, there is a legal risk associated with using hyphenated domains, as the owners of the original non-hyphenated domain could perceive it as a trademark infringement and take legal action against the hyphenated variant. This situation mirrors the example of attempting to establish a beverage company on a domain similar to a well-known brand, like cokacola.com in comparison to Coke’s official domain coka-cola.com. Such disputes can hinder the success and longevity of a hyphenated domain, underscoring the importance of carefully considering the potential consequences before opting for this alternative.
Other Human Comprehension Issues
I briefly touched on this earlier, but the human understanding of a URL is crucial. Imagine someone hearing about your website on the radio. Will they be able to easily recall your URL to type it into a computer later? A simple and clear URL like SEOblog.com is ideal. However, URLs with hyphens can complicate matters. For example, SEO-blog.com requires the listener to remember and include the hyphen. Adding more hyphens and generic words like My-SEO-Blog.com can further confuse and diminish clarity.
Similarly, using numbers in your domain name can also pose challenges for human memory unless a strong brand is established around it. For instance, 7-11 uses both 711.com and seveneleven.com, with the latter redirecting to their primary domain. Opting for a .com domain extension is also advisable as it is more commonly typed in by users seeking your website. While hyphens can improve clarity in some cases, they are not always necessary. Consider the example of a person named Ben Dover, who would likely prefer not to have a domain like bendover.com, which could be misinterpreted. However, it’s worth noting that exceptions exist, such as bendover.com being a parked domain and ben-dover.com leading to adult content.
In conclusion, when choosing a domain name, prioritize simplicity, clarity, and ease of recall for your audience’s benefit.
Using a Human Readable URL Format
When it comes to the core domain name itself, there are specific guidelines to follow. But what about the subfolders and other elements of the URL after the domain? In that case, you have more flexibility. Whether you choose to use hyphens, underscores, or any other characters is up to you, as long as it serves the best interest of both you and your audience. Personally, I lean towards the hyphenated format, which is commonly preferred for its “human-readable” quality by content management systems like WordPress. In the past, the alternatives were parameters or just plain numbers, which were less user-friendly.
Let’s compare the following URL structures:
- www.example.com/webapp/app/site/homepage.asp?code=homepage&?sessionID=34879021
- www.example.com/blog/2018116
- www.example.com/blog/2018/1/blog-post-title-here
The third option is typically preferred. The first URL is cluttered with code and dynamic data, making it messy and less informative. The second URL is concise but lacks descriptive information. Meanwhile, the third URL is keyword-rich and more helpful for readers.
The use of parameters in URLs can lead to issues with duplicate content. For instance, if each visitor generates a different session ID, search engine bots may perceive the same page as multiple URLs. This can lead to indexing problems, which is why canonicalization is crucial. While you can use hyphens in your URLs, it’s generally advisable to avoid them if possible. They can introduce unnecessary complications without offering clear advantages, unless absolutely necessary for clarity.
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