Descriptive URL
A descriptive URL contains words that describe the page's content rather than opaque IDs or query parameters — '/seo-services/local/' rather than '/page?id=4827'.
In context
Descriptive URLs help users (visible in SERPs, easier to share, easier to remember) and slightly help search engines (URLs are a ranking signal at the margin and appear in click-decision contexts). Best practices: lower case, hyphens for word separators, target keyword in the URL slug, avoid stop words (the, a, of) for brevity, keep total URL length under 100 characters where possible. Once a descriptive URL is established, do not change it — broken URLs cost more than the marginal benefit of an updated slug.
Toronto SEO's URL structure is descriptive throughout: /pricing/seo-pricing-canada-2026/, /playbooks-vertical/dental-seo-canada-2026/ — every URL reads as a content summary.
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