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Great content can bring you better search engine ranking for competitive queries but URLs can make a big difference! It is a durable URL that actually accumulates links or signals over time and releases fresh content. It is also responsible to maintain your position at the top of search results. “Durable URLs” are all that you need to ensure long-term SEO success.

What is a durable URL?

Unlike disposable URL, a durable URL is the one that remains lasting and could be updated with new or fresh content later. During the process, it continues to rank for various keyword targets to maintain ranking signals. However, there are plenty of URLs which are updated very often but are not said to be durable URLs. It’s just a way of thinking about URLs which decides the future success through the accumulation of signals such as inbound links.

Having a durable URLs ensures that the content becomes a dynamic document rather than an inactive proclamation. The best part is, the content matching the query can be updated any time, throughout the year.

Durable and disposable URLs

A durable URL, particularly the resource name or slug, must not contain any dates, opinions, author’s name, adjectives or any information about the post. It should simply match the crux of target search terms or keywords. It must be highly simple, short, easy to read and free from clutter. For an instance, a write up about digital marketing, a sound URL slug could be: digital-marketing or business-promotion-digital-marketing etc. Here, you can simply update content without even bothering about changing URL every year or month.

On the other hand, disposable URL slug could be like digital-marketing-trends-2018 or promote-business-with-digital-marketing-trends-2018. In such instances, the URL must be redirected to a new location to accumulate ranking signals or query else, no accumulation occurs and old versions are maintained. To have a new version for the next year, a new URL should be created to match the content. Creating a new URL means that the webpage must start from the beginning, having no likes, shares, tweets, bookmarks or pre-existing links.

Making a choice…

The big question is, how to choose whether to use durable or a disposable URL?

It is not always a compulsion to choose a particular type of URL. different content or keywords demand different URLs.

There are certain types of content that work best with a durable content including:

  • Critical content and other content targeting vital short-tail keywords
  • Time-sensitive content, most based on annual reports or other annual listings
  • Content where core topics remain the same
  • Content which needs to be updated on a regular basis
  • Content that targets high search volume target keywords
  • Content targeting keywords which might have a shift in context overtime

On the other hand, types of content which might benefit from disposable URL includes:

  • Content that can be used as a reference for future use
  • Content with a specific point of view
  • Author’s content which needs no modification in future
  • Content with no search volume target keywords
  • Content with longer tail-keyword targets

However, redirects can help to pass many ranking signals yet, having a strong initial URL that stands the test of time is irreplaceable!

How evergreen URLs work?

Evergreen URLs are need of an hour. Content may need updates but the underlying URL and basic topic usually remains same. Having a better understanding of URLs can allow your website to maintain fresh content without actually getting worried about pre-existing ranking, traffic or social signals.

Make sure to pick your original URL wisely and then you can always have a chance to make necessary changes to title, images, meta description or text body, even after publishing new piece of content!