URL slug
The path segment that names a page, ideally clear and stable.
URL slug in plain English
A URL slug is the part of a web address that identifies a specific page, usually after the domain and any folders. In example.co.uk/services/boiler-repair/, the slug is "boiler-repair". Google's URL structure guidance recommends simple, readable URLs and using hyphens to separate words.
How to check a URL slug on your site
Click around your site and look at the address bar. Are URLs short, readable and in lowercase with hyphens? Do they include dates or IDs that will look odd later? If you decide to change any, plan the redirects first. Don't change slugs that already rank well just for neatness.
A worked example
A hairdresser's pages have URLs like "/page?id=27". When she rebuilds her site she uses slugs like "/balayage/" and "/curly-hair-cuts/", and redirects each old URL to its new home. Links shared on social media now make sense at a glance.
Where it usually goes wrong
- Stuffing slugs with keywords.
- Using underscores or spaces.
- Including dates in slugs for evergreen content.
- Renaming slugs without redirects.
Why a small site should care
Readable slugs help people understand where a link goes before they click, and they're easier to share and remember. They have a small role in helping search engines too. The bigger issue is stability: changing slugs breaks links unless you redirect them, so it's worth choosing good ones at the start.
For small businesses the main risk is changing slugs during a redesign without telling anyone. Old links in emails, social posts and other websites all break at once unless every old address is redirected.
Connected technical terms
- Site architecture: How pages are organised and linked.
- Breadcrumb: Navigational trail showing where a page sits in the site.
- Redirect: Sending users and crawlers from one URL to another.
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