Search engines are often key to the successful promotion and running of your website, with high traffic making your online business. While link building (placing links to the site or from the site) and most importantly, writing useful content form the foundation of search engine rankings. Short and Descriptive URL: If you have got a three, four or five words in your URL that can be perfectly normal. As it gets a little longer, then it starts to look a little worse. Now, our algorithms typically will just weight those words less and just not give you as much credit. URL’s are case sensitive: Most of the people use standard lower case URL’s. It is advisable to use lower case URL because if you are using URL’s in upper case and somebody links to your post with lower case URL will not found the page. Use keywords in URL: URL gives an idea to the reader about web content. For example, if you search in a Google about ‘Top 10 ranking’, you will get number of results with different URL’s. Some of them are less appealing to users and having very complex URL structure. Reader cannot make it out easily about the content inside the article. It is the possibility that the URL may contain the objectionable content. So it is suggested to use keywords in the URL. The results with this URL structure drives more traffic as the user tends to click those URL’s. Advantages of keywords in static URLs: . The URLs look nicer and will likely get clicked on more often. • The URLs will provide better anchor text if people use the URLs as the link anchor text. Avoid rewriting Dynamic URLs: In most cases rewriting Dynamic URLs, the translation can be messy, and if not handled correctly can lead to indexing problems.