The Impact of Bad URL Addresses on eCommerce Websites » Atcommerce

The Impact of Bad URL Addresses on eCommerce Websites

August 28, 2023

Bad URL addresses can have a significant impact on the performance and success of eCommerce Websites. A bad URL address refers to a URL that is poorly structured, contains irrelevant or nonsensical characters, or lacks descriptive keywords.

These URLs are not only difficult for search engines to understand and index but also negatively affect the user experience. This blog aims to explore the consequences of bad URL addresses on websites and provide insights into best practices for URL optimization.

What are Bad URL Addresses?

What are Bad URL Addresses?

Bad URL addresses are URLs that are not optimized for search engines or user-friendly. They often lack descriptive keywords, contain excessive numbers or special characters, and may have arbitrary naming conventions.

For example, a bad URL address for an eCommerce product page could be something like “”. This URL provides no information about the product and is not easily understood by search engines or users.

Bad URL addresses can also include URLs with duplicate content, leading to confusion for search engines and potential penalties for the website. Understanding what constitutes a bad URL address is crucial to addressing these issues and optimizing eCommerce Websites for better search engine visibility and user experience.

Negative Effects on SEO

Bad URL addresses can have detrimental effects on the search engine optimization (SEO) of eCommerce Websites. Search engines rely on clear and descriptive URLs to understand the content and relevance of web pages. When URLs are poorly structured or lack relevant keywords, search engines may struggle to interpret the content and rank the page appropriately. This can result in lower search engine rankings, reduced organic traffic, and decreased visibility for websites.

Additionally, bad URL addresses can lead to issues such as duplicate content, as multiple URLs may point to the same page with different variations. Search engines may then have difficulty determining the canonical version of the page, potentially resulting in penalties or lower rankings.

By optimizing URL addresses with descriptive keywords and ensuring a clear structure, eCommerce Websites can improve their SEO performance and increase their chances of ranking higher in search engine results.

User Experience Implications

User Experience Implications

Bad URL addresses can also have a significant impact on the user experience of eCommerce Websites. Users rely on clear and

meaningful URLs to understand the content of the page they are about to visit. When URLs are poorly structured or lack descriptive keywords, users may be less inclined to click on them, leading to a lower click-through rate.

Additionally, confusing or irrelevant URLs can create a sense of distrust or confusion among users, negatively impacting their overall experience on the website. Users may also find it challenging to navigate or share specific pages if the URL addresses are not intuitive or easily memorable.

By optimizing URL addresses to be user-friendly and descriptive, eCommerce Websites can enhance the user experience, increase click-through rates, and improve overall customer satisfaction.

Indexing and Crawling Challenges

Bad URL addresses can pose indexing and crawling challenges for search engines. When URLs are poorly structured or contain irrelevant characters, search engine bots may encounter difficulties crawling and understanding the content of the page. This can result in incomplete indexing or the exclusion of pages from search engine results.

Furthermore, if URL addresses are excessively long or contain excessive parameters, search engines may not allocate sufficient crawl budget to fully explore the website’s content. This can lead to important pages being missed during the indexing process, negatively impacting the visibility of eCommerce Websites in search results.

By optimizing URL addresses to be concise, relevant, and easily understandable by search engine bots, websites can improve their chances of being properly indexed and crawled.

Broken Links and Redirects

Broken Links and Redirects

Bad URL addresses can also contribute to the presence of broken links and the need for redirects on eCommerce Websites. When URLs are changed

or updated without implementing proper redirection, users and search engines may encounter broken links when trying to access old URLs. Broken links can lead to a poor user experience, as users may encounter error pages or dead ends.

Moreover, search engines may interpret broken links as a sign of poor website maintenance and negatively impact the website’s rankings. Implementing proper redirects from old URLs to new URLs when making changes can help preserve search engine rankings, maintain a positive user experience, and prevent the presence of broken links on eCommerce Websites.

By ensuring that URL changes are properly managed and redirected, websites can minimize the negative impact of broken links and preserve the integrity of their online presence.

Best Practices for URL Optimization

To mitigate the negative impact of bad URL addresses, there are several best practices for URL optimization that eCommerce Websites should follow. First and foremost, URLs should be concise, descriptive, and include relevant keywords. This helps search engines and users understand the content of the page.

Additionally, it is essential to use hyphens to separate words in URLs, as search engines interpret hyphens as word separators. Avoid using underscores or other special characters that can cause confusion. It is also important to ensure that URLs are unique and free of duplicate content to avoid confusion and potential penalties.

Implementing canonical tags can help address duplicate content issues and guide search engines to the preferred version of a page. Regularly monitoring and fixing broken links, implementing proper redirects, and conducting regular audits of URL structure and optimization are also crucial for maintaining a healthy and SEO-friendly eCommerce Website.


Bad URL addresses can have a significant impact on eCommerce Websites, affecting both SEO performance and the user experience. Poorly structured URLs can lead to lower search engine rankings, reduced organic traffic, and indexing challenges. They can also result in a negative user experience, lower click-through rates, and broken links.

By implementing best practices for URL optimization, such as using descriptive keywords, maintaining a clear structure, and properly managing redirects, websites can improve their search engine visibility, enhance the user experience, and ultimately drive higher engagement and conversions. Paying attention to URL addresses and their impact on SEO and user experience is crucial for the success of websites in a competitive online landscape.

At Atcommerce, we specialize in developing websites that prioritize SEO optimization and user experience, helping businesses establish a strong online presence and drive growth. With our expertise in eCommerce Website Development, we can assist in creating URL structures that are optimized for search engines, resulting in improved visibility, increased organic traffic, and better overall performance for your brand.

Recent blogs


Getting an online store is an aim for many in 2023. However, with this wide selection of e-commerce platforms available in the market, choosing the right one for a business can be very challenging. To help you with this process, we performed an in-depth analysis and listed the very best e-commerce platforms of 2023. These […]

November 17, 2023

Building strong relationships with your customers is one of the most crucial aspects of online stores. In the fast-paced world of online business, retaining customers, where they have tons of options has become quite difficult. However, it is very important, as it directly impacts profitability and long-term success. Retaining your existing customers by making them […]

November 15, 2023

Are you passionate about design, fashion, or simply looking for an exciting entrepreneurial venture? Starting a T-shirt business in 2023 can be a lucrative and creatively fulfilling endeavor. With the rise of eCommerce and print-on-demand services, launching your own T-shirt brand has never been easier. This comprehensive guide will walk you through the steps to […]

September 14, 2023