Last updated on: January 4, 2024 at 4:37 pm

How to Overcome Common URL Structure Challenges: Strategies for Success

url structure

URL structure plays a pivotal role in the success of your website’s search engine rankings and user experience. However, many individuals face various challenges when it comes to managing URLs effectively.

In this comprehensive guide, we will explore the most prevalent URL structure challenges and provide practical solutions to overcome them. By implementing these strategies, you’ll be equipped to optimize your URLs, improve your website’s visibility, and enhance user satisfaction.

Challenge 1: Duplicate Content Issues

Duplicate content can significantly impact your SEO rankings. For example, consider the following URLs:


These URLs may appear as distinct webpages to search engines, causing confusion and potentially diluting the visibility of your content in google search results page. The solution to this challenge lies in establishing a single, preferred URL pattern for each page on your website.

Choose one version, such as, and use 301 redirects to ensure that all other variations point to the preferred URL.

Additionally, implement canonical tags to indicate the preferred version of the content. By eliminating duplicate content, you ensure that search bots understand your website’s structure and provide a better user experience.

keyword cannibalization
The Linkilo Keyword Cannibalization tool can help identify if any of your pages are ranking for the same keyword.

Challenge 2: Orphaned Pages

Orphaned pages, which are not properly linked within your website’s navigation, can harm your website’s rankings and user experience. Imagine a scenario where a blog post is published but not linked from any other page on the site. This can result in missed opportunities for search engines to discover and rank the content.

To address this challenge, conduct regular audits of your website and identify any pages that are not easily accessible to users. Integrate these pages into your internal navigation structure, ensuring they are indexed by search engines and can contribute to your website’s visibility.

By connecting all important pages through proper interlinking, you strengthen your website’s cohesion and improve its overall performance.

With Linkilo’s Orphan Page reporting tool, you can easily identify just how many pages are not being linked to one another in WordPress. Or exclude the page entirely for a cleaner report

Challenge 3: Special Characters and Case Sensitivity

URLs containing special characters or varying case sensitivity can lead to confusion and accessibility issues. For example, consider the URLs:


These URLs might point to the same content, but inconsistencies in the use of special characters or case sensitivity can result in errors and hinder search engines’ understanding of your URLs. To mitigate this challenge, adhere to best practices for URL creation.

Avoid using special characters and establish consistent case usage across your URLs. For example, consistently use lowercase letters and replace special characters with appropriate alternatives. By simplifying your URL structure, you enhance user experience and minimize potential errors caused by special characters or case sensitivity.

Challenge 4: Proper Robots.txt Management

Improper management of the robots.txt file during website migrations can result in diminished organic visibility. The robots.txt file tells search engine crawlers which pages and directories to access or exclude from indexing.

For example, consider a situation where a website is migrated to a new platform, but the robots.txt file is not updated to reflect the new URL structure. As a result, search engines may not properly crawl and index the migrated content.

To overcome this challenge, exercise caution when migrating your website and ensure that the robots.txt file accurately reflects the new URL structure. Verify the file’s contents to prevent any unintended negative impacts on your search rankings. By carefully managing your robots.txt file, you safeguard your website’s visibility during migrations.

Before Migration (Incorrect Way)

Let’s consider Company A, which decides to migrate its e-commerce site to a new platform for better functionality. The site originally had the following robots.txt entries:

User-agent: *
Disallow: /private/
Allow: /public/

In this scenario, all web crawlers were blocked from accessing anything in the /private/ directory but could access the /public/ directory.

After the migration, the URL structure changed. However, Company A did not update the robots.txt file. As a result, important pages that moved from the /private/ to /public/ directory were still not getting indexed.

After Migration (Correct Way)

Recognizing the issue, Company A updates its robots.txt file as follows:

User-agent: *
Disallow: /confidential/
Allow: /accessible/

Now, the SEO crawlers know which parts of the new URL structure to access and which to avoid. Organic visibility improves, and the migrated content starts to regain its previous ranking.

Steps to Avoid this:

  1. Conduct an Audit: Before migration, thoroughly review the current robots.txt file to know what’s being blocked or allowed.
  2. Draft a New Robots.txt: Create a new robots.txt file tailored for the URL structure of the new platform.
  3. Test Thoroughly: Use testing tools to simulate how crawlers will interpret the updated robots.txt file.
  4. Monitor and Tweak: After migration, consistently monitor search engine rankings and website analytics to make any necessary adjustments.

Challenge 5: Redirection Strategies

Redirects are essential for preserving SEO value when URLs change or pages are discontinued. However, improper implementation of redirects can lead to confusion and negatively impact your rankings.

For example, redirecting all outdated product URLs to the homepage can result in a poor user experience and loss of SEO equity. To address this challenge, educate your team on best practices for redirect implementation.

Use the appropriate redirect types, such as 301 permanent redirects, to ensure search engines understand the changes and maintain the equity of your previous URLs.

For example, redirect discontinued product URLs to relevant alternative products or relevant category pages. By preserving the SEO value of outdated URLs through targeted redirects, you’ll maintain the value of hard-earned links and citations.

Challenge 6: Canonicalization Issues

Canonical link elements are vital for addressing duplicate content concerns. However, incorrect implementation can render them ineffective. Imagine a scenario where multiple versions of the same content exist with different URLs, but the canonical tags are not properly implemented or point to the wrong URLs. This can confuse search engines and impact the visibility of your preferred content.

To navigate this challenge, ensure that your canonical tags are correctly implemented and point to the preferred version of the content. Avoid blanket canonicals and use absolute URLs.

For example, if you have an e-commerce website with product pages accessible through multiple URLs, use canonical tags to indicate the primary version of the page. By establishing proper canonicalization practices, you maximize the visibility and SEO value of your preferred URLs.

Challenge 7: Pagination Optimization

E-commerce websites often face challenges with paginated URLs, which can be seen as duplicate content by search engines. Consider a scenario where product listing pages with different page numbers have nearly identical content except for the products displayed. Search engines may perceive these pages as duplicates, potentially leading to lower visibility.

To optimize pagination, leverage the rel=”next” and rel=”prev” link elements to indicate the relationship between pages. Implement these tags to guide search engine bots in crawling and indexing your paginated content effectively.

By signaling the correct order and relationship of pages, you ensure that search engines recognize them as unique and valuable. This improves the visibility of each page and enhances the overall crawlability of your website.


By understanding and addressing these common URL structure challenges, you’ll be better equipped to optimize your website for search engines and enhance user experience. Remember, URL structure management is an ongoing process that requires regular monitoring and adjustment to align with evolving best practices and search engine algorithms.


jay kang

An entrepreneur and SEO expert, is the driving force behind innovative platforms like, and more. Committed to empowering marketers, Jay continues to make a positive impact in the digital marketing space.

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