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URL structure refers to how web addresses are organised and formatted across a website. A clean URL structure is logical, readable, and keyword-relevant — for example, weoptimizz.com/services/seo rather than weoptimizz.com/page?id=47&cat=3. Good URL structure benefits both SEO (search engines can better understand page topics) and user experience (visitors can understand where they are and navigate intuitively). For SMBs building or restructuring a website, establishing a clear URL hierarchy from the start prevents technical SEO issues later. Changing URLs after a site is established requires careful redirect management to avoid losing accumulated ranking authority.