The Importance of URLs in Digital Marketing

É importante referir de que se trata o URL. Sigla para Uniform Resource Locator, o URL é o que chamamos comumente de link ou endereço.

You have probably already read the previous post about the usefulness of the various features of the World Wide Web for the digital strategy that should guide your company (if you haven't read it, check it out!). In this article, we will pay special attention to the URL, whose importance is not at all disconnected from the remaining functionalities.  

Em jeito de recapitulação, é importante referir novamente de que se trata o URL. Sigla para Uniform Resource Locator, o URL é o que chamamos comumente de link ou endereço. Podendo, numa primeira impressão, parecer apenas um pequeno detalhe, a verdade é que um URL estruturado de forma inteligente pode ter um grande impacto na forma como a sua empresa está presente no meio digital.

A composição do URL

The URL is composed of five elements:

• scheme;
  • subdomain;
    • top-level domain;
      • second-level domain;
        • sub-directory.

Scheme

The scheme is the equivalent of "http://" or "https://" that usually starts our URL. This is the functionality referring to the communication channel established between the website and the browser. Google establishes a difference between the two protocols, insofar as the second is guided by the security it offers to the user, thus appearing privileged in the ranking of pages presented by the search engine. Therefore, it is important that your company's site has a security certificate.  

subdomain

The subdomain is the name given to a secondary site that is somehow associated with your main address. Imagine the following scenario: if www.mycompany.com is your company's main site, your subdomain could, for example, be www.blog.mycompany.com. Although related, in terms of SEO, they will be regarded as two distinct sites, which represents a clear advantage with regard to the ranking of addresses presented by the search engine – your brand may appear in duplicate. On the other hand, it simultaneously offers greater independence in the presentation of the site itself, namely in its design.  

top-level domain

O top-level domain é, tal como indica a designação, o domínio principal que compõe o seu URL. Simplificando, podemos dizer que se trata do nome do seu site. Constitui-se, evidentemente, como a componente mais importante do endereço, na medida em que a ela cabe a função de transmitir por poucas palavras a essência do seu website e, por consequência, da sua marca. É fundamental que seja curto, de simples compreensão e de fácil recordação. Lembre-se que este é o elemento com maior poder de captar a atenção dos seus potenciais clientes.  

second-level domain

The second-level domain refers to the extension that is usually found at the end of each address, examples of which are ".com", ".pt", ".gov", among many others. Given its small size, this is a URL component that is often ignored. Extensions are important as they distinguish different addresses according to their location and purpose, which, from a commercial point of view, is crucial for your business to reach the right audience. The extension ".pt" indicates that the site is aimed at Portugal; in the same way that the extension ".com" indicates commercial purposes or ".gov" matters related to the government.  

subdirectory 

Finally, the subdirectory represents the internal pages that make up your site. From an e-commerce point of view, it is relevant that you have the subdirectories of your site well structured, as these can significantly improve the user experience. Based on the example given above, in this case, "www.mycompany.com/contacts" would be configured as a subdirectory. 

Dicas para a escolha de um bom domínio web

Now that you understand the potential of a well-built URL, here are 4 tips you can follow if you want to get the most out of this element: 

1. Choose an attractive and appropriate name for your market: it is never too much to repeat that the domain of your site is decisive in building a first impression. In addition to choosing an appropriate name, also take care to use the extension that best suits your line of business.  

2. Simplify the names of your subdirectories: define the designation of your subdirectories according to the page that each one presents. On the page of your site that you call "About Us", your subdirectory could, for example, be "www.mycompany.com/about".  

3. Uncomplicate your URL: prioritize a short, simple address that is easy to remember.  

4. Adapt your URL to the platforms on which you share it: use a URL shortener to make the posts in which you advertise your site as appealing as possible. Also, pay attention to the characteristics of each social network before sharing links. Instagram, for example, does not have hyperlinks, so it is useless to share your URL in a post.