Keywords In URLs: The Art Of Crafting SEO-Friendly Permalinks

In the vast digital landscape of eCommerce, mastering the art of crafting SEO-friendly permalinks is a crucial skill. The uniform resource locator of your product page isn’t just an address; it’s a powerful tool that, when optimized correctly, can significantly boost your site’s visibility on Google and other search engines.

This comprehensive guide will delve into the importance of keywords in URLs, best practices for creating effective permalinks, and common mistakes to avoid.

Whether you’re an SEO specialist, digital marketer, or eCommerce business owner, this guide will equip you with the knowledge to enhance your website’s SEO performance.

A Closer Look Into URLs and Permalinks

SEO-friendly permalinks optimize permalinks by incorporating relevant keywords to enhance search engine understanding, improve user experience, increase click-through rates, and provide valuable anchor text for links.

Before further diving into the details of ecommerce keyword-rich URLs, let’s first delve into the technicalities of these site links.

What are URLs?

URL stands for Uniform Resource Locator, the address used to access a specific webpage or resource on the internet.

Web addresses play a crucial role in website navigation and search engine optimization. They provide a unique identifier for each webpage, allowing users and search engines to locate and access specific content. A typical product page link consists of several components.

Protocol: The protocol indicates how the resource should be accessed. The most common protocol is “http://” or “https://“, which represents web pages accessed through HTTP or HTTPS.
Domain: The domain is the unique name that identifies a website. It is followed by a top-level domain (TLD) such as .com, .org, or .net.
Path: The path represents the specific location of a webpage or resource within a website’s structure. It may include folders, subfolders, and filenames.
Parameters: Parameters are optional components that provide additional information to the server. They are usually indicated by a question mark followed by key-value pairs separated by ampersands.

As an example, let’s break down this web address: https://www.example.com/products/shoes?category=sneakers

https:// is the protocol
www.example.com is the domain
/products/shoes is the path
category=sneakers is a parameter

How SEO-Friendly Permalinks Work?

SEO-friendly permalinks are web addresses that are optimized for search engines and users. They are designed to provide relevant information about the content of a webpage and improve its visibility in search engine results.

SEO-friendly permalinks follow best practices and incorporate relevant keywords to enhance search engine understanding and user experience. Here’s how SEO-friendly permalinks work.

1. Search Engine Understanding

Search engines use product page links as a crucial factor in determining the relevance and context of a webpage. By incorporating relevant keywords into the uniform resource locator, search engines can quickly understand the topic and content of the page.

This improves the chances of the webpage appearing in relevant search queries and increases its visibility in search engine results.

For example, a link like https://www.example.com/best-running-shoes clearly indicates that the webpage is about running shoes. Therefore, when someone searches for “best running shoes” search engines are more likely to consider this page as a relevant result.

2. User Experience

SEO-friendly permalinks also enhance the user experience. For example, when users see a link with relevant keywords, they can quickly determine if the webpage is relevant to their search query.

This helps them make informed decisions and increases the likelihood of clicking through to the website.

Descriptive and user-friendly links make it easier for users to remember and share the webpage. For example, a well-crafted permalink can be a mini-description of the page’s content, improving the overall user experience.

3. Click-Through Rates (CTR)

Using relevant keywords in web addresses can positively impact click-through rates (CTR) from search engine results.

Users who see a link that aligns with their search query are likelier to click on it. This can lead to increased organic traffic to the website and potentially higher engagement with the content.

By optimizing permalinks with relevant keywords, website owners can improve their chances of attracting organic traffic and increasing their CTR.

4. Anchor Text for Links

Uniform resource locators are often used as anchor text for internal and external links. When other websites link to your content, they often use the permalink as the anchor text.

By including relevant keywords in your URLs, you can enhance the relevance and context of the anchor text, which can improve the overall SEO value of the link.

For example, if a website links to your product page using https://www.example.com/best-running-shoes, the link’s anchor text automatically includes the keywords “best running shoes.”

This can help search engines understand the topic of the linked page and contribute to its search engine rankings.

The Importance of Keywords in URLs

Search engines like Google use URLs as a roadmap to understand the content of your webpage.

Incorporating relevant keywords into your links can significantly improve your organic search rankings, leading to higher click-through rates (CTR) from search results and an enhanced user experience.

1. Improved Organic Search Rankings

When your product page SEO link contains relevant keywords, it signals what your page is about to search engines. This can help your page appear in relevant search queries, improving your site’s visibility and organic search rankings.

For instance, a study by Backlinko found that site links with keywords can significantly impact a page’s ability to rank high in search results.

2. Higher Click-Through Rates

A link with relevant keywords can also increase your CTR from search results. Users who see a product page SEO link that aligns with their search query are more likely to click through to your site and engage with your content.

According to a study by Moz, web addresses that clearly and accurately describe the page’s content can increase CTR by up to 15%.

3. Enhanced User Experience

Including relevant keywords in your uniform resource locators can also improve the user experience. For example, a descriptive ecommerce site link gives users a clear idea of what to expect on the page, making navigation more straightforward and more intuitive.

This enhances user satisfaction and increases the likelihood of users spending more time on your site, further boosting your SEO performance.

Crafting SEO-Friendly Permalinks: Best Practices and URL Examples

Crafting SEO-friendly permalinks is a delicate balance between incorporating keywords and maintaining a user-friendly URL structure. Here are some best practices to guide you:

1. Keep URLs Concise and Descriptive

Keeping web addresses concise and descriptive means creating short, focused URLs that accurately represent the webpage’s content.

Avoiding lengthy links and including only relevant words clearly indicates what the page is about. This helps search engines and users quickly understand the context and relevance of the webpage.

Concise and descriptive ecommerce site links improve the user experience by providing a clear and understandable URL that users can easily read and remember. Additionally, search engines prefer concise web addresses, as they are easier to crawl and index.

They also tend to have higher click-through rates (CTR) from search engine results, as users can quickly identify the relevance of the webpage based on the link.

For instance, consider these ecommerce URLs:

www.yourwebsite.com/womens-leather-jackets

www.yourwebsite.com/products/womens-clothing/leather-jackets

The first link, www.yourwebsite.com/womens-leather-jackets, is concise and descriptive, clearly indicating that the webpage is about women’s leather jackets.
In contrast, the second link, www.yourwebsite.com/products/womens-clothing/leather-jackets, is longer and less focused, which may confuse search engines and users.

Tips for Keeping URLs Concise and Descriptive

Aim to keep site links under 60 characters to avoid truncation in search results.
Include only relevant words that accurately represent the content of the webpage.
Avoid using stop words like and, the, and of as they add unnecessary length.
Use hyphens to separate words in the web address for improved readability.
Consider the user’s perspective and ensure the website link clearly indicates what to expect on the webpage.

2. Use Relevant Keywords

Using relevant keywords in the URL involves incorporating words or phrases that accurately reflect the content and topic of the webpage.

By doing so, search engines can better understand the purpose of the page and match it with relevant search queries. This improves the chances of the webpage ranking higher in search results.

Including relevant words or phrases in the link enhances the visibility of the webpage in search engine results. When users come across a site link that includes their search keywords, they are more likely to perceive it as relevant and click through to the webpage.

This increases organic traffic and improves the site’s overall search engine optimization (SEO).

For example, if you sell organic dog food, a good web address might be www.yourwebsite.com/organic-dog-food. In this case, the ecommerce website link incorporates the relevant keywords “organic dog food,” helping search engines and users understand the purpose of the webpage.

Tips for Using Relevant Keywords

Focus on using one or two relevant words in the web address.
Avoid overstuffing the site link with excessive keywords, as it may appear spammy.
Conduct keyword research to identify your webpage’s most relevant and effective keywords.
Incorporate long-tail keywords when appropriate, as they can target specific search queries.
Ensure the keywords naturally fit within the link and maintain their readability.

3. Use Hyphens to Separate Words

Using hyphens to separate words in the URL improves readability. Hyphens act as visual separators, making the ecommerce page link more visually appealing and easier to interpret.

Hyphens make the web address more readable for search engines, which can better understand the individual words in the ecommerce site link. This clarity contributes to improved search engine rankings. In addition, users find hyphenated URLs easier to read and remember, leading to an enhanced user experience.

For example, consider the following ecommerce links:

www.yourwebsite.com/iphone-13-review

www.yourwebsite.com/iphone_13_review

The first web address, www.yourwebsite.com/iphone-13-review, uses hyphens to separate the words, making it more readable and user-friendly.
In contrast, the second web address, www.yourwebsite.com/iphone_13_review, uses underscores, which can cause confusion and visual clutter.

Tips for Using Hyphens to Separate Words

Use hyphens to separate words within the link.
Avoid using underscores, spaces, or other special characters as separators.
Ensure the ecommerce web address remains readable even when hyphens are used.
Use lowercase letters that are more user-friendly and consistent with web standards.
Maintain a clean and organized appearance by using hyphens effectively.

4. Use Lowercase Letters

Using lowercase letters in the address means employing small letters for the entire structure. This practice improves the readability and consistency of the URL, making it easier for users to understand and type into their browsers.

It also helps maintain uniformity across the website and avoids confusion caused by mixed-case web addresses.

Using lowercase letters in the ecommerce product page link has several benefits. First, it enhances the user experience by eliminating confusion and potential errors when users manually enter the web address.

It also ensures consistency across the website, as lowercase URLs are more visually appealing and professional. Furthermore, search engines treat uppercase and lowercase letters as distinct so that consistent lowercase can prevent duplicate content issues.

For example, consider these ecommerce product page links:

www.yourwebsite.com/BestRunningShoes

www.yourwebsite.com/best-running-shoes

The first web address uses uppercase letters, which can lead to errors and broken links if users mistakenly type the link in lowercase.
In contrast, the second web address for SEO uses lowercase letters, clearly and consistently representing the webpage’s content.

Tips for Using Lowercase Letters

Use lowercase letters for the entire URL structure.
Avoid mixing uppercase and lowercase letters within the ecommerce product page link.
Educate users and promote the use of lowercase when sharing or linking to your website.
Implement proper redirect rules to handle cases where users mistakenly enter uppercase letters.
Be consistent in using lowercase letters across your entire website to maintain a professional and user-friendly appearance.

5. Maintain a Consistent URL Structure

Maintaining a consistent structure means organizing your URLs logically and hierarchically. It involves categorizing web pages, subcategories, and product pages to create a clear and organized website structure.

Consistency in URL structure helps search engines understand the hierarchy and relationships between different web pages on your site.

A consistent link structure benefits both search engines and users. Search engines can easily crawl and index your website when web addresses follow a consistent pattern. In addition, it enables search engines to understand the organization of your site and the relationship between different pages.

For users, a consistent structure improves navigation and helps them predict the URL structure of other pages within the site.

For example, consider a website selling clothing with the following web addresses:

www.yourwebsite.com/clothing/womens/dresses

www.yourwebsite.com/clothing/mens/shirts

www.yourwebsite.com/accessories/handbags

The URLs demonstrate a consistent structure, with categories (clothing, accessories) followed by subcategories (women, men) and specific product pages (dresses, shirts, handbags).

This consistency allows search engines and users to navigate and understand the website’s organization easily.

Tips for Maintaining a Consistent URL Structure

Categorize your ecommerce product page links based on the logical structure of your website.
Use subfolders to represent different categories and subcategories.
Ensure that each URL accurately reflects its position in the website hierarchy.
Avoid frequently changing the site links structure to maintain consistency and avoid broken links.
Implement proper URL redirect rules when restructuring or modifying your URL hierarchy to preserve SEO value and user experience.

6. Optimize URLs for User Experience

Optimizing URLs for user experience involves creating URLs that are readable, understandable, and meaningful to users. In addition, it focuses on making the ecommerce product page link informative and descriptive, giving users a clear indication of what they can expect when they click on the link.

Optimizing URLs for user experience improves website visitors’ overall usability and satisfaction. Users can quickly assess the webpage’s relevance to their search query when they encounter concise, relevant, and easy-to-understand URLs.

This increases the likelihood of users clicking through to the page, engaging with the content, and ultimately improving conversion rates.

For example, consider the following links:

www.yourwebsite.com/10hdu1a

www.yourwebsite.com/best-running-shoes-for-marathons

The first URL is cryptic and provides no information about the webpage content, making it difficult for users to determine its relevance.
In contrast, the second URL for SEO clearly states that it is about the “best running shoes for marathons,” immediately giving users an idea of the page’s content.

Tips for Optimizing URLs for User Experience

Ensure that the URL reflects the topic or purpose of the webpage.
Use language that is familiar and understandable to your target audience.
Avoid using generic or ambiguous terms in the URL that do not provide meaningful information.
Include relevant keywords that accurately represent the content of the page.
Keep the URL for SEO concise and avoid unnecessary words or parameters.

7. Avoid Dynamic URLs

These URLs are generated dynamically by scripts or databases and often contain parameters that provide additional information. As a result, these URLs tend to be lengthy, complex, and difficult to read and remember.

Avoiding dynamic URLs means using static URLs that are more user-friendly and search engine-friendly.

Using static URLs instead of dynamic ones eliminates the complexity and potential issues associated with dynamic parameters. In addition, static ecommerce SEO URLs are easier to remember, share, and link to. They also prevent duplicate content issues when search engines index multiple versions of the same page with different parameters.

For example, compare the following ecommerce SEO-friendly URLs:

Dynamic URL: www.yourwebsite.com/product?id=12345&category=shoes

Static URL: www.yourwebsite.com/shoes

The dynamic URL contains parameters and is generated by a script or database, making it long and complex.
On the other hand, the static URL is concise, descriptive, and user-friendly.

Tips for Avoiding Dynamic URLs

Use static URLs that provide meaningful information without relying on parameters.
Create an ecommerce SEO link structure that reflects the organization and hierarchy of your website.
Implement link rewriting techniques to convert dynamic URLs into static URLs.
Ensure that the URL remains consistent even if the underlying content changes.
Set up proper redirects and canonical tags to avoid duplicate content issues and preserve SEO value.

Keyword Placement in URLs: Best Practices and URL Examples

Crafting SEO-friendly permalinks requires careful consideration of keyword placement in URLs.

By following these best practices and implementing them in your URL structure, you can create SEO-friendly permalinks that improve your search engine rankings, enhance user experience, and increase organic traffic to your website.

Here are some best practices to optimize your URL structure for search engines and users.

A. Keep it Short and Sweet

Example: www.yourwebsite.com/organic-dog-food

This URL clearly indicates the page is about organic dog food, keeping it concise and descriptive.

Short URLs tend to perform better in search engine rankings. Aim to keep your URLs concise by eliminating unnecessary words or characters that don’t add value. Focus on conveying the essence of your page’s content concisely.

B. Put Keywords at the Beginning

Example: www.yourwebsite.com/best-running-shoes

By placing the target keyword “best running shoes” at the beginning, the URL immediately conveys the page’s content and improves user understanding.

Placing your target keyword at the URL’s beginning can positively impact search engine understanding and user experience. It immediately indicates the relevance of the page’s content and makes the URL more user-friendly and memorable.

C. Use Hyphens to Separate Words

Example: www.yourwebsite.com/iphone-13-review

Using hyphens to separate words enhances the URL’s readability and search engine interpretation.

Use hyphens to separate words in your URL to enhance readability and search engine interpretation. Hyphens act as visual separators and improve the clarity of individual words. Avoid using underscores or spaces, which can cause indexing and crawling issues.

D. Avoid Keyword Stuffing

Example: www.yourwebsite.com/natural-organic-eco-friendly-beauty-products

This URL includes relevant keywords while maintaining a balanced and concise structure, avoiding excessive keyword stuffing.

While including your target keyword in the URL is essential, avoid keyword stuffing. Instead, focus on using the primary keyword or key phrase that accurately represents the content of the page. Overloading the URL with excessive keywords can appear spammy and negatively impact your search engine ranking.

E. Consider User Intent

Example: www.yourwebsite.com/tips-for-healthy-skin

By considering the user intent for healthy skin tips, the URL aligns with what the target audience is searching for, enhancing the relevance and attracting the right visitors.

When crafting your URL, consider the user intent behind the search query. Then, choose keywords and phrases that align with what your target audience is looking for. By understanding user intent, you can create more relevant and meaningful URLs for your visitors.

Common Mistakes to Avoid When Crafting URLs

When crafting SEO-friendly permalinks, there are some common URL mistakes that you should avoid. These mistakes can negatively impact your website’s search engine rankings and user experience.

Here are some of the most common URL mistakes and how to avoid them.

A. Using Dynamic URLs

Dynamic URLs contain parameters and are generated by a script or database. As a result, they can be long, complex, and difficult to read and remember. Dynamic URLs can also cause duplicate content issues, as search engines may index multiple versions of the same page.

To avoid dynamic URLs, use static URLs that contain relevant keywords that are easy to read and remember. For example, use hyphens to separate words, and avoid using underscores or spaces.

B. Using Stop Words

Stop words are common words such as a, an, the, of, and in. They do not add value to your URL and can make it longer and less readable. Stop words can also dilute the relevance of your keywords.

To avoid using stop words, remove them from your URL. Use only relevant keywords that accurately describe the content of your page.

C. Using Non-Descriptive URLs

Non-descriptive URLs do not accurately describe the content of your page. They can be vague, generic, or misleading. Non-descriptive URLs can also make it difficult for users to understand what your page is about.

To avoid using non-descriptive URLs, use descriptive URLs that accurately describe the content of your page. In addition, use relevant keywords that accurately reflect the topic and content of your page.

D. Using Too Many Keywords

Using too many keywords in your URL can be seen as spammy and negatively impact your search engine rankings. It can also make your URL longer and less readable.

To avoid using too many keywords, use only relevant keywords that accurately describe the content of your page. Use them sparingly and strategically, and avoid keyword stuffing.

12 Commonly Used Tools for Optimizing Your URLs with Keywords

Optimizing your URLs with keywords is an essential aspect of crafting SEO-friendly permalinks. Fortunately, several tools can help you streamline this process and enhance the effectiveness of your URL optimization strategies.

These smart and innovative tools can be valuable assets in optimizing your URLs with keywords and creating SEO-friendly permalinks. Each tool offers unique features and insights to help you enhance your URL optimization strategies and improve your search engine rankings.

Experiment with these tools and find the ones that best fit your needs and workflow, and elevate your URL optimization game to new heights.

Here are 12 commonly used tools that can assist you in optimizing your URLs with keywords.

1. Google Analytics

This is a powerful tool for tracking your website’s performance. It can also be used to analyze your URLs and identify any issues that may affect your search engine rankings.

By tracking metrics such as bounce rate and time on the page, you can gain insights into which pages are performing well and which ones need improvement. This information can guide your URL optimization efforts.

2. SEMrush

This comprehensive SEO tool offers a range of features for optimizing your website. Its URL analysis feature allows you to analyze your website’s URLs and provides suggestions for improvement.

SEMrush can help you identify any issues with your URLs, such as missing keywords or excessive length, and offers recommendations to enhance your URL optimization strategies.

3. Moz Pro

This popular SEO tool provides a suite of features to optimize your website. With its URL optimization feature, Moz Pro allows you to analyze and optimize your URLs for improved search engine rankings.

It provides insights into URL structure, keyword placement, and other optimization opportunities to enhance the effectiveness of your permalinks.

4. Screaming Frog

This is a powerful website crawler that can assist you in optimizing your URLs. It allows you to crawl your website and analyze the structure of your URLs.

With its comprehensive reports, Screaming Frog provides valuable insights into URL length, keyword usage, and other optimization factors. This information can guide your efforts to create keyword-rich and user-friendly URLs.

5. Google Search Console

This free tool provided by Google helps you monitor and optimize your website’s presence in Google search results. It provides insights into how Google perceives your URLs and offers suggestions for improvement.

Google Search Console can help you identify issues such as crawl errors, duplicate content, or missing keywords in your URLs, allowing you to optimize.

6. URL Profiler

This tool is designed to analyze and optimize URLs for SEO purposes. It analyzes your URLs in-depth, including keyword presence, length, and structure.

URL Profiler also integrates with other SEO tools, allowing you to gather comprehensive data and insights to optimize your URLs effectively.

7. Raven Tools

This all-in-one SEO platform offers various features to optimize your website. Its URL optimization feature allows you to analyze and improve your URLs for better search engine visibility.

Raven Tools provides recommendations for keyword placement, URL length, and other optimization techniques to enhance the performance of your permalinks.

8. SEOquake

This is a browser extension that provides on-page SEO insights and analysis. It includes a feature called “Diagnosis” that allows you to evaluate the SEO-friendliness of your URLs.

SEOquake provides metrics such as URL length, keyword presence, and structure, giving you valuable information to optimize your URLs with keywords effectively.

9. Ahrefs

This comprehensive SEO tool offers a range of features for optimizing your website. With its Site Audit feature, Ahrefs can analyze your existing URLs and provide suggestions for improvement.

It helps you identify any issues with your URLs, such as missing keywords or excessive length, and offers actionable insights to enhance your URL optimization efforts.

10. Yoast SEO

This popular WordPress plugin provides various features for optimizing your website for search engines. One of its key features is the ability to optimize your URLs.

Yoast SEO can help you create SEO-friendly permalinks that include keywords and are easy to read. It also helps avoid common issues such as duplicate content and excessive URL length.

11. Google PageSpeed Insights

This tool analyzes the performance of your web pages, including URL optimization. It provides suggestions for improving page speed and user experience, indirectly impacting your URLs’ effectiveness in search engine rankings.

Optimizing your URLs can contribute to better page load times and overall site performance.

12. Bing Webmaster Tools

This offers insights and tools to help optimize your website for Bing search engine. It provides information on how Bing crawls and indexes your URLs, highlighting any issues that may impact your rankings.

Utilizing Bing Webmaster Tools alongside other SEO tools can ensure that your URLs are optimized for multiple search engines.

Final Thoughts | Your Permanent Link to Success

Incorporating keywords in URLs is essential to crafting SEO-friendly permalinks.

Following the best practices outlined in this guide, you can help search engines understand your content, improve the user experience, increase click-through rates, and provide valuable anchor text for links.

Remember, crafting SEO-friendly permalinks is an art that requires a balance between using keywords and creating a user-friendly URL. With practice and the right tools, you can master this art and significantly boost your website’s SEO performance.

Mastering the art of crafting SEO-friendly permalinks with strategically placed keywords in URLs can greatly enhance your website’s visibility, search engine rankings, and overall user experience, ultimately driving more organic traffic and success in the digital landscape.

Frequently Asked Questions

Should I include all keywords in my URLs?

Including all keywords in your URLs is not necessary. It’s important to maintain a balance between keyword relevance and URL readability. Include one or two relevant keywords that accurately describe the page’s content, but avoid keyword stuffing, which can negatively impact your search engine rankings.

How long should my URLs be?

Your URLs should be kept concise and under 60 characters. Shorter URLs tend to perform better in search engine rankings and are more user-friendly. Focus on including the necessary keywords and descriptive words while eliminating unnecessary words or parameters that don’t add value to the URL.

Can I change existing URLs without affecting SEO?

Changing existing URLs can impact SEO if not handled properly. When making URL changes, it’s crucial to set up proper redirects (301 redirects) from the old URLs to the new ones to ensure a smooth transition and avoid broken links. Additionally, update internal links and sitemaps to reflect the new URLs.

How do keywords in URLs affect search engine rankings?

Keywords in URLs play a role in search engine rankings by providing search engines with additional context about the content of a page. Relevant keywords in URLs can improve the visibility and relevance of your page in search results, increasing the chances of ranking higher and attracting organic traffic.

What is the importance of a logical URL structure?

A logical URL structure helps users and search engines navigate and understand your website’s organization. Organizing your URLs into categories, subcategories, and specific pages creates a clear hierarchy that aids in better indexing, crawling, and user experience. It also contributes to creating user-friendly and easily shareable URLs.

Do URL parameters affect SEO?

URL parameters can impact SEO if not managed properly. Parameters that create dynamic URLs with numerous variations can lead to duplicate content issues. Using static URLs that provide meaningful information without relying heavily on parameters is recommended. Implement proper canonical tags and redirects to avoid duplicate content and preserve SEO value.

How can I optimize URLs for a better user experience?

To optimize URLs for better user experience, ensure they are readable, relevant, and clearly indicate the page’s content. Use descriptive words and relevant keywords that align with user intent. Avoid using complex parameters or IDs in URLs and opt for user-friendly structures that are easy to interpret and remember.

Should I include the full title of my webpage in the URL?

While it may be tempting to include the full title of your webpage in the URL for clarity, it’s generally recommended to keep URLs concise and focused on relevant keywords. Including the primary keywords or a condensed version of the title is sufficient for search engines and users to understand the page’s content.

Can I change keywords in existing URLs without affecting SEO?

Changing keywords in existing URLs can impact SEO if not handled properly. It’s important to set up proper redirects and inform search engines about the changes to maintain the integrity and ranking of the page. Additionally, ensure that the new keywords accurately reflect the updated content and intent of the page.

What should I do if my desired keywords are already present in existing URLs?

If your desired keywords are already present in existing URLs, it is recommended to carefully evaluate the impact of changing those URLs. Consider the existing SEO value, backlinks, and user experience associated with those URLs. If feasible, you can implement 301 redirects from the old URLs to the new ones, preserving the SEO value while optimizing for desired keywords.