URL

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Definition

URL stands for Uniform Resource Locator. It is the web address used to identify and access resources on the internet. A URL tells a browser where to find a file, webpage, or service by specifying the protocol, domain, and path.

For example, in https://rubixstudios.com.au/insights/strategic-brand-identity, the protocol is HTTPS, the domain is rubixstudios.com.au, and the path is /insights/strategic-brand-identity. URLs make navigation simple for users while ensuring resources are uniquely identified.

Advanced

At an advanced level, a URL can include additional elements such as query parameters for passing data, fragments for linking to sections of a page, and ports for specifying network access. Proper structuring of URLs is critical for SEO, usability, and system integrations.

URL encoding ensures that special characters are transmitted correctly. Secure protocols such as HTTPS also play a role in encryption and authentication during communication between clients and servers.

Why it matters

  • Provides unique addresses for websites, files, and services.
  • Directly impacts search engine optimisation and rankings.
  • Affects user trust and click-through rates when displayed in search results.
  • Critical for integrations between APIs, applications, and systems.

Use cases

  • Linking to product pages in an e-commerce store.
  • Sharing articles or resources across social media.
  • Passing data through query strings for search or filters.
  • Creating API endpoints for applications.

Metrics

  • URL structure quality for SEO optimisation.
  • Click-through rates based on readability and trust.
  • Error rates, such as broken links or redirects.
  • Page load times are influenced by redirect chains.

Issues

  • Poorly structured URLs can hurt SEO and user experience.
  • Long or complex query strings may reduce link clarity.
  • Broken or outdated URLs create 404 errors and lost traffic.
  • Insecure URLs without HTTPS reduce trust and security.

Example

A travel website uses clean URLs such as example.com/flights/new-york to improve SEO and user experience. The readable structure increases search visibility and boosts click-through rates.