7 URL fixes that help Google find your business pages
How to structure web addresses so search engines crawl your site efficiently and customers find what they need.
The web addresses of your pages—what engineers call URLs—matter more than most small-business owners realize. If they're poorly structured, Google's crawler may struggle to index your site efficiently, or skip pages altogether. The good news: fixing them is straightforward, and you can start this week.
Key facts
- Google crawls inefficiently or not at all when URLs are overly complex, contain too many parameters, or use certain characters incorrectly.
- Words in URLs should be separated by hyphens, not underscores; hyphens make it easier for people and crawlers to parse the address.
- URLs should use readable words in your audience's language rather than long ID numbers whenever possible.
- Fragments (the part after a # symbol) don't change page content in ways Google recognizes, so avoid relying on them.
- Multi-regional businesses should use country-specific subdirectories or domains to help Google understand which audience each page targets.
Tip 1: Replace underscores with hyphens between words
If your site has URLs like example.com/fence_installation_guide, change them to example.com/fence-installation-guide. Hyphens make it clearer where one word ends and another begins, for both people and crawlers. This is a quick win: audit your site for underscores in URLs and swap them out. Your web host or developer can set up redirects so old links still work.
Tip 2: Use words instead of ID numbers
A URL built around a long numeric identifier tells Google nothing about what's on that page. Better: example.com/wedding-hair-services or example.com/roof-repair-testimonials. If you manage a salon, restaurant, or service business, replace numeric IDs with short, descriptive phrases that match what your customers actually search for. This helps both Google and your visitors understand what they're about to read.
Tip 3: Write URLs in your customer's language
If your business serves a German-speaking community, use German words in your URLs. If you serve Japanese speakers, use Japanese. This signals to Google which audience the page is for and helps those customers recognize the link when they see it. You don't need to translate every URL—start with your most important pages.
Tip 4: Simplify your URL parameters
Some businesses use URLs with many filters or options stacked together: example.com/hotels?beach=yes&fitness=yes&pool=yes&parking=yes. Each combination creates a new URL pointing to nearly identical content. Google wastes bandwidth crawling these duplicates instead of finding new pages. If your site lets customers filter results, limit the number of filterable options or use a robots.txt file to tell Google which filter combinations to ignore. Ask your developer for help with this one.
Tip 5: Lock down dynamic calendars and date ranges
If your site generates calendar links automatically—say, for booking appointments or events—Google may crawl infinitely forward into future dates, wasting resources. If you have a calendar or date-based system, ask your developer to add a nofollow attribute to links pointing to future dates, or set a cutoff date beyond which Google won't crawl.
Tip 6: Avoid relying on URL fragments
A fragment is the part after the # symbol: example.com/services#roofing. Google generally doesn't use fragments to determine page content. If you're using JavaScript to show different content based on the fragment, switch to the History API instead, or restructure your site so each major section has its own URL. Your developer can help with this technical change.
Tip 7: Use country or region codes if you serve multiple areas
If your business operates in multiple countries or regions, use a URL structure that makes this clear. For example: example.com/de/services for Germany or example.com/jp/services for Japan. This tells Google which geographic audience each page is meant for, and it helps you manage your site more easily as you grow.
What to do right now
Start with tip 1: search your site for underscores in URLs and flag them for replacement. Then audit your most important pages—your services, testimonials, pricing—and make sure the URLs describe what's on the page in plain language. If your site is complex or uses filters and dynamic content, have your developer review it against these guidelines. Cleaner URLs help Google crawl your site more efficiently and make it easier for customers to understand where a link will take them.
Sources
- URL structure best practices for Google - Google Search Central
They did the reporting. The writing and the opinions here are ours.
Questions people ask about this
Should I use hyphens or underscores in URLs
Use hyphens. They make it clearer where one word ends and another begins, for both people and crawlers. Underscores are commonly used in programming to denote concepts that should be kept together, so they're not recommended for separating words.
Does it matter if my URLs have numbers and ID codes
Yes. URLs with readable words are better than long ID numbers. Use descriptive phrases that match what your customers search for, so Google and visitors both understand what the page contains.
Can I use the # symbol to organize my website pages
No. Google generally doesn't recognize fragments (the part after #) as a way to change page content. Use separate URLs for different sections instead, or ask your developer to use the History API if you're using JavaScript.
What happens if my URLs are too complicated
Google may crawl your site inefficiently or skip pages entirely. Complex URLs with many parameters can create duplicate content that wastes Google's crawling resources. Simplify your URL structure and use robots.txt to block problematic filter combinations if needed.
How should I structure URLs if I serve multiple countries
Use country-specific subdirectories or domains in your URLs, like example.com/de/ for Germany or example.com/jp/ for Japan. This helps Google understand which geographic audience each page is meant for.
Do I need to fix all my URLs at once
No. Start with your most important pages and work through the changes gradually. Set up redirects so old URLs still work, and your developer can help prioritize which fixes will have the biggest impact.
This piece is about URL structure best practices for Google, published by Google Search Central. Go read the original; the opinions here are ours and the reporting is theirs.
