A URL (Uniform Resource Locator) is the string-encoded location of a specific document on the web – web or local. Each URL contains several elements:

  • a protocol definition (e.g. ftp or http://),
  • host – the address of the server (e.g. www.seogroup.pl),
  • a path to a resource, pointing to a specific file (e.g. /o-nas).

By concatenating everything into a single string, we get the URL in all its glory:


It is good practice when creating a website to assume that each resource will only be available at one URL. This is also beneficial from an SEO point of view, as is the use of friendly addresses that clearly inform the user where they are. Care should also be taken to ensure that designated paths are not too long and do not contain unnecessary characters.


The URL is one of the factors influencing the positioning of a page in search engine results. Here are some tips on how to optimise URLs to improve your position in search results:

1. URL readability

URLs should be readable by users and describe the content of the page. They should not be too long, contain random characters or too many parameters. Readable URLs help users and search engines to understand the content of the page.

2. Use of keywords

URLs should contain keywords that describe the content of the page. Keywords should be included in the domain name or path, but should not be overused.

3. Avoiding duplicate URLs

URLs should not be duplicated as this can lead to problems with search engines indexing the site. URLs should be unique and refer to specific pages.

4. Security

Websites should run on HTTPS as this increases user security and positively affects the positioning of the website in search results.

In summary, the URL is a fundamental element of the structure of the internet that affects the positioning of a website in search engine results. URL optimisation is an important part of an SEO strategy, as it helps to make the content of a page understandable and improves the user experience.

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