The URL Structure That Makes or Breaks Your SEO

7 snips

Jan 23, 2026

They dig into how URL patterns can trigger spam signals or establish real topical authority. Two common structures are compared using practical examples. Learn why keyword-heavy slugs cause cannibalization and why nested subfolders and documentation-style links scale better. Real-world site layouts and internal linking tactics are highlighted to avoid structural pitfalls.

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INSIGHT

Keyword-Heavy Slugs Raise Spam Flags

URL patterns that list many keyword variations under one folder can trigger spam signals at Google even when content is decent.
Edward Sturm warns this pattern resembles doorway pages and scaled affiliate content, which search engines distrust.

INSIGHT

Hierarchical URLs Signal Topical Depth

Nested subfolders create explicit parent-child topical hierarchies that search engines understand better.
Edward Sturm says hierarchical structures read like documentation or product pages and signal topical depth.

ADVICE

Use Two-Level Folders And Hub Links

Use a two-level folder (e.g., /uses/email-client/privacy) instead of stuffing keywords into slugs.
Link feature pages from the hub and the category page so pages stay two clicks from the homepage.

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E933: How URL structure directly impacts SEO performance, topical authority, and whether Google views your site as legitimate or spammy.

I walk through two common URL structure approaches that many sites use when targeting similar keywords - and explain why one of them often triggers spam signals, ranking cannibalization, and doorway page issues, even when the content itself is solid.

If you're building feature pages, use-case pages, programmatic SEO, or scaling content across keyword variations, this episode will help you avoid structural mistakes that quietly limit rankings.

What you'll learn: - Why certain URL patterns raise red flags for Google - How search engines interpret keyword-heavy slugs vs hierarchical structures - The difference between doorway page patterns and real topical depth - How nested subfolders help establish clearer parent-child topic relationships - Why documentation-style URL structures tend to perform better long term - How poor URL structure can cause ranking cannibalization - How to structure feature and use-case pages without looking manipulative - How internal linking should work when using nested URL hierarchies - Why this approach makes link building and topical authority easier

Real-world examples discussed: - How a top mattress affiliate structures pages to rank for thousands of keywords - How legal SEO sites organize practice-area pages by accident type - Why these structures scale without triggering spam classifications

Who this episode is for: - Founders and marketers building SEO-driven landing pages - SEOs working on programmatic or scaled content - Anyone restructuring a site for better topical authority - People confused about why similar pages keep competing with each other

This episode focuses entirely on information architecture, not content tricks or shortcuts. The goal is to help Google understand what your site is actually about - and reward it accordingly.

⭐️ Google's update on Doorway pages - https://developers.google.com/search/blog/2015/03/an-update-on-doorway-pages

💎 Compact Keywords - My SEO Course - Get paying customers through SEO - Clear step-by-step video breakdowns - SEO templates to be copied and adapted for your products and services: https://compactkeywords.com/

00:00 Introduction to URL Structures and SEO Impact 00:09 Fictional Email Client and URL Structure Examples 00:51 Comparing Two URL Structures 01:59 Real-World Examples and SEO Insights 02:59 Google's Perspective on URL Structures 04:39 Advantages of Hierarchical URL Structures 07:00 Case Studies: NapLab and Legal SEO 09:06 Best Practices for Internal Linking 10:40 Wrapping URL Structures

The Edward Show. The #1 search engine optimization podcast: https://edwardsturm.com/the-edward-show/

#searchengineoptimization #informationarchitecture #topicalauthority #digitalmarketing