SEO-Friendly URLs and WordPress Permalinks: How to Set Them Up
A URL is the web address of a page. Clean, readable URLs help people and search engines understand a page before opening it. This guide shows what a good URL looks like, how to set up WordPress permalinks, how to write slugs, and how to change old URLs without losing traffic.
- Good vs bad examples
- WordPress settings
- Slug rules
- Safe changes
| URL | Verdict |
|---|---|
| /seo-friendly-urls/ | Short, readable |
| /blog/image-seo/ | Clear folder and topic |
| /?p=1093 | Tells nobody anything |
| /2026/11/09/post_1/ | Dates, underscore, no topic |
What a URL and a permalink are
A URL is the full address of a page, for example https://seokickon.com/seo-friendly-urls/. A permalink is WordPress’s word for the permanent URL of a post or page. The last part, seo-friendly-urls, is the slug.
Google’s documentation on URL structure recommends simple, descriptive URLs that use readable words instead of long ID numbers, and hyphens to separate words. A URL is also shown in search results and in the browser, so a clear one makes the page look trustworthy.
URLs are a small ranking signal at most. The bigger benefit is clarity: for people, for sharing, and for keeping your site organised. Do not expect a rename alone to lift rankings.
- https:// is the protocol
- seokickon.com is the domain
- /learn/ is an optional folder or category
- seo-friendly-urls is the slug
What makes a URL SEO-friendly
Do
- Use words that describe the page
- Separate words with hyphens
- Keep it short and lowercase
- Include the main keyword naturally
- Keep one consistent structure across the site
Avoid
- Long ID numbers and session codes
- Underscores between words
- Dates in the URL for content that stays relevant
- Stuffing keywords, such as best-seo-seo-services-cheap-seo
- Capital letters and special characters
How to set up WordPress permalinks
Open the permalink settings
In WordPress, go to Settings, then Permalinks.
Choose Post name
Select Post name, which gives addresses like /sample-post/. It is the cleanest of the built-in options. Click Save Changes.
Do not change this on an established site without a plan
If your site already has indexed pages on another structure, changing it changes every URL. Set up 301 redirects first. See 301 vs 302 redirects.
Edit each slug
In the post editor, open the settings panel and edit the Slug field. Make it short and descriptive. Remove filler words if the result still reads clearly.
Review the category base
If your posts include a category folder, make sure the category slugs are also short and readable. Keep the structure consistent.
Test the result
Open a few pages and check that none show a 404. If any do, re-save the permalink settings and see how to fix 404 errors.
How to write a good slug
| Page title | Weak slug | Better slug |
|---|---|---|
| How to Start a Blog in 2027 | how-to-start-a-blog-in-2027-complete-guide | start-a-blog |
| Our Plumbing Services in Leeds | page_id_88 | plumbing-leeds |
| 10 Best Running Shoes! | 10-best-running-shoes!! | best-running-shoes |
Leaving the year out of the slug lets you update the page next year without changing its address.
How to change an existing URL safely
Changing a live URL breaks every link pointing to the old address unless you redirect it. Only change a URL when there is a real reason, such as a typo or a structure that confuses visitors.
- List the old and new URLs in a spreadsheet.
- Update the slug in WordPress.
- Add a 301 redirect from the old URL to the new one. WordPress often redirects a changed post slug automatically, but check it, and use a redirect plugin for anything else.
- Update internal links so they point to the new address. See internal linking.
- Update your sitemap and check the new URL in Search Console. See robots.txt and sitemaps.
- Keep the redirect in place long term
- Avoid redirect chains, where A goes to B and then to C
- Watch Search Console for new errors afterwards
Parameters, duplicates and canonical tags
URL parameters
Addresses with parts like ?sort=price can create several URLs for the same content. Keep them to a minimum and see canonical tags and duplicate content.
Trailing slash and www
Pick one version, with or without a trailing slash, with or without www, and redirect the others to it. WordPress handles most of this for you.
URL mistakes to avoid
Leaving the Plain permalink setting
URLs like ?p=123 say nothing about the page.
Changing URLs without redirects
Old links and bookmarks lead to 404 pages.
Very long slugs
They are harder to read and share.
Dates in evergreen URLs
An old date makes a refreshed page look outdated.
URL questions
Do URLs affect rankings?
Only slightly. Their main value is clarity for people and search engines. Content quality matters far more.
Should I include my keyword in the URL?
Yes, if it fits naturally and describes the page. Do not stuff several keywords in.
Should I remove stop words like “the” and “and”?
You can if the slug stays clear. It is a style choice, not a requirement.
Can I change my permalink structure later?
Yes, but it changes every URL, so you must redirect the old ones. Plan it carefully or avoid it.
Are uppercase letters a problem?
They can create duplicate versions of the same address. Lowercase is the safe, consistent choice.
Slug length and the advice about dates and years are practical guidance, not Google requirements. No ranking is guaranteed.