Optimizing URL Structure for Local SEO: Should You Move Away from Custom Post Types?
In the realm of local SEO, website architecture can significantly influence search engine rankings and user experience. Many website owners leverage custom post types (CPTs) combined with Advanced Custom Fields (ACF) to build scalable, feature-rich location and service pages. While this approach offers flexibility and reusability, it can also introduce complexities, especially regarding URL structures.
The Scenario
Consider a business that initially developed its location and service pages using CPTs, resulting in URLs such as /location/city-name and /service/service-name. To streamline or customize these URLs, some webmasters attempt to remove CPT base prefixes via plugins, aiming for cleaner URL structures like /city-name or /service-in-city. However, these changes often lead to unintended issues, including broken links, redirect problems, and inconsistent internal linking, complicating site management.
Current Approach and Observations
After reverting to the original setup, the URLs are back to the structured format, e.g., /location/city and /service/type. Notably, competitors often employ straightforward URL structures—such as /city-name or /service-in-city—using flat pages instead of CPTs. These setups are typically simpler, potentially improving crawlability and user experience.
The Question
Given these considerations, many website owners contemplate transitioning from CPT-based pages to flat, static pages. The core question is whether such a switch can meaningfully impact local SEO performance, especially for small or low-authority sites. While preliminary data might show some improvement in impressions, fluctuations in rankings persist, raising doubts about whether URL structure is a significant factor or one of many influencing factors.
Expert Insights
Switching to a flat URL structure can offer several potential benefits:
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Simplified URL Hierarchy: Easier for both users and search engines to understand and index.
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Reduced Redirect and Crawling Issues: Minimizing nested hierarchies can prevent crawl errors and redirect chains.
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Improved User Experience: Cleaner URLs are often perceived as more trustworthy and shareable.
However, it’s essential to recognize that URL structure is just one component of a comprehensive SEO strategy. Factors such as content quality, backlinks, local relevance, and technical SEO practices play equally critical roles.
Recommendations
For businesses operating small or low-authority websites:
- Assess Your Current Setup: Identify whether your URL structure and site architecture are hindering crawlability or user Engagement