The RIGHT Way to Structure URLs for SEO Success


One of the most common SEO debates is about URL structure—should you cram in every keyword with long hyphenated slugs, or keep it simple? The truth is, URLs are just one piece of the puzzle. They set the first signal for Google and users, but when they look like keyword soup, you risk over-optimization. In this post, we’ll break down the difference between virtual vs. physical silos, show when to use short slugs, and explain how to structure URLs that make sense without looking like they were built by an SEO hammer.

Table of Contents

Virtual silo vs. physical silo: what they are and why it matters

We use two terms a lot: virtual silo and physical silo. They sound fancy, but the idea is simple.

  • Virtual silo: The site has a clear structure, but the URL does not show the path. For example, a page might be organized under a service and location inside the site, but the URL is just domain.com/denver or domain.com/denver-co.
  • Physical silo: The page structure is visible in the URL. For example, domain.com/service/tree-care/denver or domain.com/services/tree-care/denver. The URL clearly shows the folder path.

Both approaches can work. We prefer seeing a clean structure in the URL because it makes the path clear to humans and bots. But the URL alone is not the whole story. You can have a virtual silo that still sends the right signals if the rest of the page is set up correctly.

Why the URL is only one part of page optimization

People often treat the URL as the most important thing. It matters, but it is just the first touch point. Bots read pages in a predictable order. They scan like we read text: left to right, top to bottom. That order matters because the URL is read first, then the SEO title, then the H1, and then the rest of the page.

When we optimize a page, we focus on several main elements. These are the items we always check:

  • URL (permalink or slug)
  • SEO title (meta title)
  • H1 (the main page title)
  • H2 and lower headings (subheadings)
  • Internal links
  • Media (images, videos) and their alt text

If we make the SEO title and H1 strong and relevant, then a simple URL is usually enough. If we try to stuff the same keywords into every single element, that can look like over-optimization.

“When the first touch point is super optimized, Google can look at the rest of the page through a tainted lens. It can trigger a flag that says ‘this looks like an SEO has their hands on it.’”

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When a URL looks like over-optimization

Over-optimization happens when we cram the target keywords into the URL, title, H1, headings, and internal links in a way that looks forced. For example, if the domain name already contains the service, repeating the full phrase in the URL can be unnecessary and even risky.

Example scenario:

  • Domain: treecare.com
  • One choice for a location page: treecare.com/tree-service-denver-co
  • Another choice: treecare.com/denver or treecare.com/denver-co

We usually pick the shorter option. If the domain says “treecare” already, we don’t need to put “tree-service” again in the URL. Keep the slug clear and simple. Use the page title to add natural variations and details.

How bots read signals and why simplicity helps

Bots read the URL first. That means the URL sets an early expectation. If the URL is stuffed with keywords, the bot may approach the rest of the page suspiciously. This does not mean a keyword in a URL will kill rankings. It means we should avoid creating a pattern that looks like every page is stuffed with the exact phrase in every place.

Keep the URL focused on the essence of the page. Use the SEO title and H1 to provide a clear, human-friendly explanation. Use headings and internal links to support the page topic without repeating the exact phrase five times.

Workarounds when you can’t create inner folders (GHL example)

Some platforms don’t allow deep folder structures. GHL is one example where users can’t create inner folders like /service/city. People often try to emulate folders by creating hyphenated slugs like /tree-service-denver-co. Is that okay? Yes, you can do it, but with care.

Here’s how we handle that situation:

  1. Keep the slug short. Use the city or city-state as the slug when possible, like /denver or /denver-co.
  2. Put the descriptive phrase in the title and H1, not the slug if the domain already contains the service keyword.
  3. Use internal links and structured headings to create the silo effect on the page itself.
  4. Avoid repeating the same exact phrase in every SEO element.

This way, we emulate the folder structure inside the page without making the URL a big keyword soup.

Subdomains vs. locations on one domain

Another common question is whether to put location pages on one domain or use separate subdomains for each location. Both options work, but there are trade-offs.

  • All locations on one domain: Easier to manage. SEO value from links and content accumulates in one place. But if the site gets a penalty, everything can be affected.
  • Subdomains for each location: Can help isolate problems. If one subdomain gets penalized, the others may stay fine. However, managing many subdomains is more work and link equity can be split.

Here’s the nuance we shared: if the root domain gets hit by a penalty, subdomains often get dragged down with it. If an individual subdomain gets penalized, that penalty can stay on that subdomain and not always affect the rest. That isolation is sometimes why we choose subdomains, but it also increases management overhead.

Practical checklist for URL structure and local pages

Use this short checklist when building location pages or service pages:

  • Decide on a structure: single domain or subdomains.
  • Keep URLs short and meaningful. Prefer the city name or city-state as the slug when possible.
  • Don’t repeat the same keyword if it’s already in the domain.
  • Make the SEO title and H1 clear and descriptive. They should read naturally.
  • Use H2s and H3s to break content into helpful sections for users and bots.
  • Use internal links to show relationships between pages (this builds the silo).
  • Use alt text on images that supports the page topic without keyword stuffing.
  • If you use hyphenated slugs to emulate folders, avoid making every page follow the same over-optimized pattern.
  • Keep an eye on penalties and backups. If you use one domain, have a recovery plan.

Common mistakes to avoid

We see the same errors again and again. Here are the ones to watch for:

  • Overly long slugs that cram in multiple locations or services.
  • Putting the same exact keyword in the domain, slug, title, H1, H2, and links.
  • Not using internal links to show the page hierarchy.
  • Thinking the URL alone will carry the page. It’s one piece of a larger puzzle.
  • Choosing subdomains without a plan for content and link building.

Final thoughts

In short: yes, you can emulate inner folders with hyphenated slugs if your platform doesn’t support folders. But we prefer clean slugs that show the essence of the page, and we avoid stuffing the URL with the same keyword repeated everywhere. Think of the URL as the first handshake. Make it clear and honest, then let the SEO title, H1, headings, and internal links tell the full story.

FAQ

Can we use a long, hyphenated slug instead of folders?

Yes. It works. But keep it simple. Use a short slug like the city name when possible. Put the rest of the descriptive text in your title and H1.

Is it bad to have the service keyword in the domain and the slug?

Not always. But if the keyword is already in the domain, repeating it in the slug is often unnecessary. A cleaner slug is usually better and looks more natural to users and bots.

Will Google penalize us for not using folders?

No. Google does not require physical folders. What matters is how you organize content and link between pages. You can create a virtual silo that works well.

Should we use subdomains for each location?

We might use subdomains if we want to isolate issues per location. But managing many subdomains can be harder. If you keep all locations on one domain, you must be ready to manage the risk if the root site runs into problems.

What is the safest URL strategy for local SEO?

Keep URLs short, descriptive, and honest. Use a clear SEO title and H1. Use internal links to map the site structure. Avoid repeating the exact keyword across every element of the page.