What is a WordPress Slug? Full Guide & SEO Best Practices

A WordPress slug can impact your website’s usability, search engine optimization (SEO), and structure — so learning how to manage them effectively is important for every site owner.

But what exactly is a slug? And how can you make the most of yours?

Let’s explore what a WordPress slug is, explain its importance, and discover how to use it effectively.

What is a slug in WordPress?

A slug is the portion of a URL that uniquely identifies a specific post, page, category, or tag. It appears after your domain name and is designed to be both readable and SEO-friendly.

Let’s break down a URL: https://www.example.com/about-us

• https:// – This is the protocol, which determines how data is transmitted between your host and a visitor’s browser. The https:// protocol means that the information is encrypted and secure.
• example.com – This is your domain name, which is the registered identity of your website. When someone types this into their browser, they will land on your homepage.
• /about-us This is the slug, which identifies a specific page on a website — in this case, the About Us page.

You can customize the slug of a page on your WordPress site, so you can create URLs that are descriptive and user-friendly.

WordPress slug vs permalink: What’s the difference?

Many WordPress users confuse slugs and permalinks, but the distinction is simple. A permalink (permanent link) is the entire URL for a piece of content. The slug is just the final, editable part of that URL.

• Permalink: https://yourwebsite.com/blog/my-awesome-post
• Slug: my-awesome-post

Think of the permalink as the full address and the slug as the specific apartment number. You can change the slug, but the overall permalink structure is typically set globally in your WordPress settings (Settings > Permalinks).

Why WordPress slugs are critical for SEO and UX

Slugs are essential for an effective website. They lead to:

1. Better SEO leading to improved search engine rankings

Search engines like Google value descriptive, concise URLs that include relevant keywords. They help search engine crawlers better understand the content on a page and how it relates to other pages on your site. For example, if the slug for one of your Services pages is /services/graphic-design, search engines will know that the Graphic Design page is grouped underneath the Services page. 

They’re one of the factors that can lead to better rankings when people search for keywords that apply to your website.

2. Better user experience & navigation

Clear slugs help visitors understand a page’s content at a glance. They also help people better navigate throughout your site, essentially creating a roadmap of your content and how it relates to each other.

3. Clean, shareable URLs on social media

When users share a link on platforms like Facebook or X, the slug often appears prominently. Clean and descriptive URLs increase trust and engagement and, again, help people understand the content of the page they’re clicking on.

4. Streamlined site management

Unique slugs prevent confusion within your WordPress dashboard. They make it easier for you to locate and manage specific posts or pages and understand where each one falls into the hierarchy of your site structure.

SEO best practices for WordPress slugs: A 6-point checklist

Follow these guidelines to create slugs that are optimized for both visitors and search engines.

1. Keep slugs short and descriptive

To keep things clear, use only essential words that describe the content. Avoid filler words like “and,” “the,” or “of.”

Example: Use /contact instead of /get-in-touch-with-us.

2. Include relevant keywords

Add your primary keyword for the page naturally within the slug, but avoid overstuffing keywords.

Example: For a blog post about “WordPress SEO tips,” use /wordpress-seo-tips.

3. Use lowercase letters

It’s best to stick with lowercase for consistency and readability. Thankfully, WordPress automatically converts uppercase letters to lowercase, so this isn’t something you’ll likely need to worry about.

4. Use hyphens to separate words

Hyphens improve readability and are the standard separator in URLs. Avoid using underscores or special characters.

Example: Use /about-us instead of /about_us or /about%20us.

5. Avoid using dates, unless necessary

Dates can make content seem old over time. Only include dates for time-sensitive content, like individual event listings.

6. Make each slug unique

Every slug on your site should be unique to avoid conflicts and confusion. This helps search engines and visitors better understand and differentiate each piece of content on your site. WordPress will not allow you to use the same slug for multiple pages, but it’s still important to make sure that each slug is distinct.

How to edit and customize slugs in WordPress

WordPress makes it simple to customize slugs for posts, pages, and other content types. Let’s take a look at several ways to do so.

How to edit slugs for posts and pages

1. Open the WordPress dashboard.
2. Go to Pages → All Pages and select the page you want to edit.
3. In the Settings panel on the right-hand side, look for the Link field and click the existing slug to edit it.
4. Change the slug to whatever you’d like it to be.
5. Click the blue Save button at the top right of the page.

How to customize slugs for categories and tags

1. Go to Posts → Categories or Posts → Tags.
2. Hover over the category or tag you want to modify and click Edit.
3. Update the slug field and save changes.

How to change the default permalink structure

Be very careful before proceeding here. If you update your permalink structure, it can cause broken links across your site. This should be done very carefully — with a plan in place to set up redirects for each individual URL — or on a development site.

1. Navigate to Settings → Permalinks in your WordPress dashboard.
2. Choose the new permalink structure that you’d like to use (e.g., Post Name). You can learn more about the options in the WordPress documentation.
3. Save your changes.

Advanced tips for optimizing slugs

For advanced users, these additional strategies can enhance the effectiveness of your slugs.

1. Use redirects for updated slugs

If you modify an existing slug, set up a 301 redirect to avoid broken links and retain the SEO value of that page. 

You can use the Redirection plugin to create redirects without having to work with code. Most hosting providers also include an option to create redirects inside of your dashboard. For example, here’s how you can create redirects using cPanel.

To learn more about redirects, see our guide on redirecting pages in WordPress.

2. Avoid dynamic parameters

Dynamic slugs, such as ?id=123, are less user-friendly and harder for search engines to understand. Use descriptive, static slugs instead.

3. Localize slugs for multilingual sites

For multilingual sites, ensure that slugs are translated and relevant for each audience. Plugins like WPML can help manage translations.

Common mistakes to avoid (and how to fix them)

Even experienced WordPress users can make errors when creating slugs. Here are the most common pitfalls and how to avoid them:

1. Long, complicated slugs

Long slugs dilute the impact of keywords and make it more difficult for visitors and search engines to understand the content of the page. Keep them as short as possible, while still being descriptive, and avoid unnecessary words. 

Example: Use /start-WordPress-blog instead of /how-to-start-a-wordpress-blog-for-beginners.

2. Irrelevant slugs

Make sure your slugs reflect the content of the page so that visitors and search engines understand the subject matter it covers. 

3. Frequent changes

If you frequently update slugs or edit existing URLs without creating a redirect, it can confuse search engines and negatively affect your search rankings. This can also lead to 404 errors and, ultimately, a poor experience for your site visitors.

4. Special characters

Avoid symbols like &, %, or spaces, as they can cause technical issues. Stick to letters, numbers, and hyphens.

Tools and plugins for managing slugs in WordPress

WordPress offers several built-in tools and third-party plugins to help you manage and optimize slugs effectively.

Built-in WordPress tools

• Permalink settings: Located at Settings → Permalinks, this feature lets you define your site’s URL structure on a global level.
• The block editor: Open the page or post in the block editor to change the slug for an individual piece of content.
• Quick Edit: Use the Quick Edit feature in the post list view to modify slugs without having to go back and forth to the block editor.

Plugins

• Yoast SEO: In addition to lots of other SEO tools, Yoast offers slug optimization suggestions and editing capabilities directly in the WordPress block editor. The premium version will also automatically create redirects when you edit a URL.
• Redirection: Use this tool to quickly and easily create 301 redirects after changing a page’s slug.

Enhance your WordPress efficiency with an AI Assistant

As you refine your website’s slugs and content, consider leveraging tools that streamline your workflow. Jetpack AI Assistant integrates seamlessly into the WordPress editor, offering AI-powered content generation and editing features to help you create, edit, and manage your content more efficiently.

Key features of Jetpack AI Assistant

• Content generation: Quickly draft high-quality content tailored to your audience. Whether you’re writing a blog post, optimizing a page, or creating a custom slug, Jetpack AI Assistant can save you time.
• SEO-friendly recommendations: Get AI-generated insights on how to enhance your slugs, headlines, and body content to align with best practices for search engine optimization.
• Grammar and style improvements: Fine-tune your text with suggestions for clarity, grammar, and style, ensuring that every piece of content reflects your brand.
• Instant ideation: Stuck on what to write next? Use Jetpack AI Assistant to brainstorm ideas, generate outlines, or even craft engaging social media captions for sharing your posts.

By incorporating Jetpack AI Assistant into your WordPress workflow, you’ll not only enhance the quality of your site’s content, but also free up time to focus on what matters most: growing your audience and achieving your website goals.

To explore how Jetpack AI Assistant can revolutionize your WordPress experience, visit the Jetpack AI Assistant webpage.

Frequently asked questions

Can changing a WordPress slug hurt my SEO?

Yes, changing a slug can seriously hurt your SEO if you do it wrong. The slug is part of your page’s URL. If you change it, the old URL stops working. Search engines and users who try the old link will find a “404 Not Found” error. This means you lose all the trust and ranking power the old URL had.

To change a slug safely, you must set up a 301 redirect. A 301 redirect permanently tells search engines and browsers that the page has moved to a new address. This transfers the old URL’s ranking power to the new one and makes sure users do not get lost.

What is the difference between a WordPress slug and a permalink?

A permalink is the full web address for a post or page on your site. The slug is just the very last part of that address, the part you can edit. For example, if your full URL is mysite.com/blog/easy-baking-tips, the entire thing is the permalink. The slug is just easy-baking-tips. You usually set your site’s overall permalink structure one time in your WordPress settings. You then customize the slug for each individual post or page to describe its specific content.

Should I include numbers or dates in my WordPress slugs?

No, you should avoid putting numbers or dates in your slugs. For example, a slug like 10-ways-to-train-your-dog-2025 is not a good idea. The date makes your content look old after a year. What if you update the post next year with new information? The URL will still say 2025, which can confuse readers and make them think the content is outdated.

The same applies to numbers. If your slug is 8-seo-tips, it becomes a problem if you later update the post to include ten tips. It is better to create a timeless slug like seo-tips that can stay the same forever.

How long should a WordPress slug be for good SEO?

A WordPress slug should be short and clear. Aim for two to six words on average. The goal is to make the slug easy for people and search engines to read.

Can two WordPress posts have the same slug?

No, two posts or pages on the same WordPress site cannot have the same slug. Every slug must be unique. If you try to save a new post with a slug that is already used by another post, WordPress will automatically change it. It usually adds a number to the end to make it unique.

For example, if you already have a page with the slug contact-us and you try to create another one, WordPress might save the new one with the slug contact-us-2. This prevents confusion and ensures every page has its own distinct address.

Should I use hyphens or underscores in my slugs?

WordPress automatically uses hyphens when it creates a slug from your title, so it is best to stick with that format. Using hyphens also makes the URL easier for human eyes to read, which is always good for user experience.

What is the slug for a WordPress category or tag page?

Category and tag pages also have slugs in WordPress. Just like with posts and pages, the slug is the part of the URL that identifies that specific category or tag. For example, if you have a “Recipes” category, its slug might be recipes. The full URL would look something like yoursite.com/category/recipes.

You can edit the slugs for your categories and tags by going to the “Posts” section in your WordPress dashboard and then clicking on “Categories” or “Tags.” Giving your categories and tags clean, descriptive slugs helps organize your content and makes your site easier to navigate for both users and search engines.

Why does my WordPress slug have a “-2” at the end?

If your slug has a “-2” at the end, it means you tried to use a slug that already exists somewhere else on your site. Since every slug must be unique, WordPress automatically adds a number to prevent a duplicate. This often happens if you have a post in the trash that used that slug. Even though it is in the trash, it is still in the database.

To fix this, you must permanently delete the item from the trash. Once it is gone for good, you can go back to your new post and remove the “-2” from the slug.

Is it okay to use capital letters in a slug?

It’s better to use lowercase letters in your slugs. URLs can be case-sensitive, which means some servers might treat My-Page and my-page as two different URLs. This can create duplicate content issues, which can confuse search engines and split your ranking signals between two different pages.

To keep things simple and avoid any problems, always stick to lowercase letters for all your slugs. This creates cleaner, more consistent URLs across your entire website.

How do I fix a broken link after changing a slug?

Fixing a broken link after changing a slug requires a 301 redirect. When you change a slug, you change the page’s URL. Anyone who bookmarked the old URL or clicks a link to it will get a 404 error. A 301 redirect is a permanent instruction that sends both users and search engines from the old, broken URL to the new, correct one.

The easiest way to do this in WordPress is with a plugin like “Redirection”. After installing the plugin, you simply enter the old URL as the “source” and the new URL as the “target.” This ensures a smooth transition and preserves your SEO value.