Keyword stuffing and repetition are pointless and make your site look spammy. Google and Bing have moved far beyond algorithms that positively reward a keyword appearing multiple times in the URL string. Don’t loose your chances of earning a click, which CAN impact your rankings by overdoing keyword matching or repetition in your URLs.
When it makes sense Match URLs to titles most of the time. This doesn’t mean that the title of your piece and that your URL has to be a perfect match. The matching accomplishes a mostly human-centric goal, i.e. to fill an excellent sense of what the web user will find on the page through the URL and then to deliver on that expectation with the headline or title tag.
It’s for this same reason that we strongly recommend keeping the page title, which engines display prominently on their search results pages and the visible headline on the page a close match as well—one creates an expectation, and the other delivers on it. We should aim for a level of clarity in our own URLs and titles.
If your title/headline includes stop words and, or, but, of, the, a, etc.; it’s not critical to put them in the URL. You don’t have to leave them out, either, but it can sometimes help to make a URL shorter and more readable in some sharing contexts. Use your best judgments on whether to include or not based on the readability vs. length.
There are a number of text characters that become nasty bits of hard-to-read craft when inserted in the URL string. In general, it’s a best practice to remove or control for these. It’s not merely the poor readability these characters might cause, but also the potential for breaking certain browsers, crawlers, or proper parsing.
If a user or crawler requests URL A, which redirects to URL B. That’s cool. It’s even OK if URL B then redirects to URL C. However, if the URL redirect string continues past two hops, you could get into trouble.
Generally speaking, search engines will follow these longer redirect jumps, but they’ve recommended against the practice in the past, and for less important URLs, they may not follow or count the ranking signals of the redirecting URLs as completely. Keep redirects to a minimum and you’ll set yourself up for less problems.
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