KEEP THE ADDRESS. FIX THE PAGE.
Thinking of renaming your website's page addresses to squeeze in more keywords? In a new video covered by Search Engine Roundtable, Google's Gary Illyes called keywords in a URL an incredibly small signal. Changing working addresses for SEO creates risk for almost no gain. The page itself is where the time pays off.
AT A GLANCE
By Conqueror Capital · Published
The short answer: Leave working page addresses alone. Keywords in a URL are an incredibly small signal, according to Google. For new pages, keep addresses short and readable, with hyphens between words. If you ever have to move a page, redirect the old address to the new one so visitors and Google follow it.
WHAT GOOGLE SAID
Search Engine Roundtable reported on October 14, 2026 on a Google video in which Gary Illyes said keywords in a URL or domain are an incredibly small signal for ranking.1 The article notes Google has said many times before that keywords in URLs are overrated and that you should not change URLs just for SEO.1
Google's own URL guidance recommends simple, readable addresses and hyphens to separate words, rather than underscores.12
WHY RENAMING PAGES IS RISKY
When a page address changes, every link pointing to the old address, from your Google Business Profile, directories, social posts, emails and printed material, now points somewhere that may not exist. Without a redirect, visitors hit an error page. With a redirect, Google still needs time to process the move.3
For a signal Google calls incredibly small, that is a poor trade. Most redesigns that change every address do it for tidiness, not because the old addresses were hurting anyone.
WHAT TO DO INSTEAD
- Leave working page addresses alone. If a page ranks and brings calls, its address is fine.
- For new pages, keep addresses short and readable. Use lowercase words separated by hyphens, such as /water-heater-repair, not underscores or long strings of numbers.
- If you must move a page, redirect it. Use a permanent (301) redirect from the old address to the new one, and update links you control, such as your Google Business Profile website field.3
WHERE THE TIME PAYS OFF
The time you save is better spent on what visitors actually see:
- A clear headline that says what you do and where.
- Your service area and hours, easy to find.
- Real photos of your own work and team.
- A call button that works on a phone, near the top.
- Answers to the questions customers ask you on the phone.
Our small business website checklist walks through each one, and our guide to service area pages covers pages for the towns you serve.
FOR MULTI-LOCATION AND ENTERPRISE SITES
Large sites usually change addresses during a platform migration, not for SEO. When that happens, the risk scales with the number of pages.
- Map every old address to its new one before launch, and test the redirects in bulk.
- Avoid redirect chains, where one address redirects to another that redirects again.
- Keep location page addresses stable, since they are linked from each location's Google Business Profile and directory listings.
- Watch Search Console for not-found errors in the weeks after the move.
See how we handle website builds and redesigns or work with mid-size and enterprise teams.
FAQ
Do keywords in a URL help ranking?
Very little. Google's Gary Illyes called keywords in a URL or domain an incredibly small signal.
Should I use hyphens or underscores in page addresses?
Hyphens. Google recommends hyphens to separate words in URLs rather than underscores.
Should I change my page addresses for SEO?
No. Google advises against changing URLs just for SEO. Keep working addresses and improve the page itself.
What if I have to move a page?
Use a permanent (301) redirect from the old address to the new one, and update links you control, such as your Google Business Profile.
SOURCES
- Search Engine Roundtable, Google Search On URLs: Ranking Factor, Hyphens vs Underscores & Emojis (October 14, 2026).
- Google Search Central, URL structure best practices for Google Search.
- Google Search Central, Redirects and Google Search.
Platforms change often. Check the sources for the current version before acting.
KEEP READING
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