Each page within your Business Blog has its own URL or address and the Search Engines take notice of the words contained within the URL as they determine its relative value when ranking pages for a search term.

As we have already seen, the URL of posts and categories in a blog is called its Permalink and as such is very important. The default permalink in many blogging systems will simply give the number of the post such as:

www.yourblog.com/?p=18

or the number of the category. However, you have the ability to change this to reflect the title of your post and other elements which would give a much more descriptive URL. For example, changing the structure of the URL to include year, category and the name of the post would automatically generate a URL such as:

www.yourblog.com/2006/business-marketing/successful-seminars-for-clients/.

Which you select is ultimately your decision, but the second is preferable both from a visitor and a Search Engine perspective.

Most of the elements that make up this descriptive URL are created automatically from parts of the blog that you have already put in place. The main elements that you have control over in this respect are:

  • the domain name of your blog

  • the name of the various categories you have created

  • the name of the individual post itself

To make sure that the URL gives as much support as possible to your SEO efforts, whenever possible you should aim to get your primary keyword and at least one of your secondary keywords in the URL. In most instances, this will happen naturally as your categories are likely to be descriptive and relate to the posts that they contain, and the titles of the posts themselves will do the same.

The ideal set up for the whole URL for the post given as an example above breaks down as follows:

SEO for Blogs: keyword rich URL

Therefore, each element adds weight as you go along. The Domain Name will have been selected right at the start and then you will also have decided what categories you wish to use to hold your posts. Finally the title of your individual post will generate the final element of the page URL.

One important element to remember is to choose carefully when you decide to set up the automatic permalink format. If you change this format in the future then the permalinks of all the past posts will be changed as well. This means that if people click on pages which have been indexed in the Search Engines, they will be directed to the old address and arrive at a page which no longer exists.

So, plan ahead and select the best format right from the start and stick with it.

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