Slug SEO

A slug is the part of a URL that comes after the domain and identifies a specific page, usually describing its content in readable words.

Level: BeginnerRead: 2 minUpdated: 27 Jul 2026By Vera Lindqvist

Key facts

A slug is the final segment of a URL path, after the last forward slash.
Slugs are typically short, descriptive, and use hyphens to separate words.
Including a main topic or keyword in the slug can help users and search engines understand the page, but keyword stuffing is not recommended.
Google has not confirmed that keyword-rich slugs are a direct ranking factor; their value is mainly for clarity and usability.
Once published, a slug should stay stable unless you set up a proper redirect to avoid broken links.

Also called

URL slug, permalink segment, path segment

Use it for

making URLs clear and descriptive

Applies to

Google / Bing / all search engines

What a Slug Looks Like in a URL

Take the URL https://example.com/blog/seo-tips. The slug is "seo-tips". It comes after the domain and any subdirectories.

A slug can be a single word or a short phrase. It should be readable and relevant to the page content.

Most content management systems let you edit the slug before publishing. For example, in WordPress, you can change the slug in the permalink settings.

Slugs are case-sensitive on some servers, so lowercase is safer.
Use hyphens, not underscores or spaces, to separate words.
Avoid special characters like &, %, or ? in slugs.

Why Slugs Matter for SEO

A clear slug helps users know what a page is about before they click. It also helps search engines understand the page topic. It also works together with the meta description to attract clicks; for details, see how meta description works.

Readable slugs make URLs easier to remember and share. This can improve click-through rates from search results.

Google's URL structure best practices recommend using words in URLs, not IDs or random strings. This is covered in seo friendly url guidance.

Slugs contribute to the overall user experience of a site.
They can help with site navigation and link sharing.
A good slug can reinforce the page's topic in search snippets.

How to Write a Good Slug

Keep the slug short and descriptive. Remove stop words like "and", "the", or "of" unless they are essential.

Include one relevant keyword or phrase that matches the page title. Do not repeat the same keyword multiple times.

Use hyphens between words. Avoid capital letters, spaces, or underscores. This is standard practice across most platforms, including squarespace seo settings.

Example of a good slug: /how-to-bake-bread
Example of a bad slug: /how-to-bake-bread-recipe-tips-tricks-2024
Example of a bad slug: /How_To_Bake_Bread

Common Mistakes with Slugs

Many people make slugs too long or include unnecessary words. This makes URLs hard to read and share.

Changing a slug after publishing without a redirect can break links and lose indexing signals. Always set up a 301 redirect if you must change it.

Using special characters or spaces can cause errors in some systems. Stick to letters, numbers, and hyphens. For a broader approach to content, see seo content solution.

Long, messy slugs reduce clarity and usability.
Keyword stuffing in slugs looks spammy and can hurt trust.
Frequent slug changes without redirects risk broken links and lost traffic.

Slugs in Different Contexts

In WordPress, the slug is part of the permalink. You can edit it in the post editor under the URL field. For more on optimising titles in WordPress, see seo title wordpress.

In ecommerce, slugs often include product names or categories. For example, /shop/women/dresses/blue-dress.

Slugs are also used in databases to identify records, but in SEO, we focus on the URL slug. For more on structuring your site, see Website Structure.

Blog slugs: /blog/title-of-post
Product slugs: /product/product-name
Category slugs: /category/category-name

Examples of Good vs. Bad Slugs
Good Slug	Bad Slug	Why
/seo-tips	/seo-tips-and-tricks-for-beginners-2024	Too long and wordy
/how-to-bake-bread	/How_To_Bake_Bread	Uses underscores and capitals
/blue-dress	/blue-dress?color=blue	Contains special characters

Common mistakes

Using long, messy slugs with unnecessary words Makes URLs harder to read, remember, and share, reducing user experience.
Stuffing multiple keywords into the slug Looks spammy and can reduce clarity, potentially harming trust and click-through rates.
Changing slugs frequently without redirects Breaks links and risks losing indexing signals and traffic from old URLs.

Questions

what is slug in wordpress

In WordPress, a slug is the part of the URL that identifies a specific post or page. You can edit it in the post editor under the permalink settings. A good slug is short, uses hyphens, and describes the content.

what is slug in website

A slug on a website is the last part of a URL that identifies a specific page. For example, in https://example.com/about, the slug is "about". It helps users and search engines understand the page topic.

why is it called a url slug

The term "slug" comes from newspaper publishing, where a slug was a short name for a story. In web URLs, it serves a similar purpose: a short, readable identifier for a page.

Sources

Google Search Central: URL structure best practices developers.google.com
Google Search Central: Make your site search-friendly developers.google.com
Moz Beginner’s Guide to SEO moz.com

Outbound links are unpaid and nofollow. If one has gone stale, tell me.

Vera Lindqvist

Vera Lindqvist has worked in SEO since 2014 — first in-house at an ecommerce retailer, then freelance for small teams that could not afford an agency. She writes GrowthPedia in her own time and pays for the hosting herself.

Written and maintained by one person. No ads, no affiliates, nothing for sale. Found an error? Tell me and I will log the correction publicly.