A URL, also known as a web address, is the unique text that displays in the search bar of a browser and refers to a unique web page. This URL is also displayed in organic search results, below the link (title) of that result.
Optimising your URLs to contain relevant, descriptive words is useful to the user as it allows them to determine the content of the page before clicking on it, for example if the URL is sent to them in an email or they see it in search engine results. This can increase the click-through-rate on the URL by users who are genuinely interested in the content implied by the URL. Locale segmentation in URLs is also important – for multilingual or multi-regional websites – as this will determine how effectively a website can be geo-targeted.
An SEO specialist will go through all URLs on your site and provide you with a list of URLs that need to be improved, with their suggestions. If your website is undergoing a URL restructure process, a custom guide can also be produced, providing advice on URL structures for the new website.