R-07 URLs must be readable, stable and have a single canonical identity

Why it matters

When the same page is reachable through several parameterised or changing URLs, signals are split and users and crawlers hit duplicates or redirect chains. Stable, readable addresses give search engines and AI answer engines one identity to cite and keep links working over time.

How to implement

1. Give each important page a short, meaningful slug and keep it permanent.
2. Canonicalise parameter versions to the main URL.
3. Reduce reliance on IDs and parameters in public URLs.
4. Leave existing URLs alone unless there is a real need to change them.
5. When a URL must change, add a 301 redirect and update every internal link to the new address.

Checklist

• Use a short and permanent slug.
• Canonicalise unnecessary parameters.
• When a URL changes, use a 301 and update internal links.
• Use a short, permanent and meaningful slug.
• Keep dependence on IDs and parameters to a minimum.
• Do not change an old URL only to add keywords.
• If a URL changes, use a 301 and update all internal links.

How to audit

• Crawl for parameterised duplicate URLs and redirect chains.
• Check the URL readability and redirect history of the top cited and target pages.

Related controls

• R-04 Heading structure must reflect the real topic hierarchy P1
• R-05 Critical entity references must be explicit P1
• R-06 Tables must be used only for genuinely structured data P1
• R-08 Internal linking must support important pages in context P1

Sources

• [G6] Google Search technical requirements
• [R1] Ahrefs: Why ChatGPT cites one page over another