“Smart” URLs are navigation tools

In: user experience

30 Sep 2002


"Adaptive Path examines good and bad URL schemes, suggesting Web addresses are "not just a handy way to address network resources. They’re also valuable communication tools." It’s an interesting counterpoint to an IBM article I pointed out 10 days ago, which proclaimed: "Only techie people glean information about the structure of a site by examining the words between all those forward slashes." I suppose the truth is somewhere in between — but if a feature helps at least a few people, why not include it?"

If only from a strict marketing perspective, I advocate practices such as predictable and legible URL schemes or RSS feeds to score good points with people that might not be numerous, but who are probably disproportionately influential. Maybe only 50 people will subscribe to your feed, but what if they link to your site on their blogs, which are read by 10,000 visitors, who in turn will spread the word? The same logic applies to easy URL navigation, which allows proper deep linking as well as automation.
Likewise, Daypop or Blogdex don’t drive that much direct traffic, but people will hear about sites there and will in turn mention them on their blogs (popularity feeds on itself). Of course you want to influence the influential! But do it in a way that provides value to them, rather than through the kind of deceptive practices we’ve recently been hearing about.

Comment Form

About this blog

I'm CEO of an online/mobile trade publishing firm in the marketing and defense verticals. We strive to make news and data digestible and useful in an environment that is noisier by the day.

This personal blog mixes my thoughts and interests on politics, business, publishing, software, and more. Over the years I have posted items that turned out spectacularly wrong, and a few posts that better stood the test of time.



  • chris: thanks, I googled JetBlue interview and your site pulled together a number of excellent articles in [...]
  • Tim Marman: Assuming the market exists, it seems like the biggest challenge here is getting potential customers [...]
  • Konstantinos: ...and one of your first readers from back then (Webvoice anyone?) is here to congratulate you and w [...]
  • Harun Akar: http://abnhost.com just started offering FogBugz hos [...]
  • Sergio Rebelo: "Do you mind hearing some situational irony? I found this entry through a google search." Yes... me [...]