1.8 URL structure & internationalisationMediumVerified
Non-descriptive URLs
A URL made of IDs and parameters tells neither users nor machines what the page is about. A readable, word-based URL is a small ranking and usability signal and looks far more trustworthy in an AI citation.
What it is
URLs are IDs/params, not words.
Why it matters
Descriptive URLs help users and provide mild relevance/usability signals.
How to fix it
Use readable, word-based paths.
How to find it on your site
- Scan your URLs for ones built from numeric IDs or query parameters instead of words.
- Identify templates that generate opaque URLs.
- Move to descriptive, keyword-relevant slugs where you can.
- Redirect the old URLs to the new descriptive ones.
Cross-reference to ranking and citation factors
Descriptive URLs are a minor ranking factor and a real trust and click signal. They also read better when an AI shows the source link.
Impact
Low-medium. Direct (best practice).
Evidence
Use a simple, descriptive URL structure. Google Search Central, Keep a simple URL structure