Native SEO in Ghost

I wonder why by default the main tag is not assigned right after the domain in ghost? My understanding is that would improve SEO. For ex.
Do users usually change the routes?


Depends on the use case, I guess. Personally, I love the flexibility the current routing options give us :smiley:

For my sites, I usually have a dedicated blog archive that also houses posts with other tags – so, I wouldn’t actually want them to be accessible at, but want to be able to control the fact that their URL should be

Though, the #1 thing I hear from my clients is to make the routing more accessible for non-technical users. So, having the option to control it from somewhere else than a routes.yaml would be great :smiley:


From an SEO perspective, that isn’t the case at all. I see where you’re coming from, thinking that placing the main tag right after the domain might boost SEO, but there are a few nuances that make this a bit more complex.

First off, we have to be careful with how we structure our URLs so that we don’t fall into the trap of keyword stuffing. This is when too many keywords are unnaturally crammed into a URL or page content, and search engines like Google might see this as spammy. For example, if “New York” is already in the domain, repeating it immediately afterward could look suspect and might not help with rankings.

Then, modern search engines are getting smarter every day, and they look way beyond just the URL for clues about what your page is about. They’re looking at the content’s quality, context, and relevance to the searcher’s query. So, the benefit of having a keyword right after the domain isn’t as significant as it once might have been.

Lastly, URLs should be easy to read and understand at a glance, which helps users know what to expect when they click on a link. Long, complicated URLs can be off-putting and might reduce the likelihood of someone clicking through.

Also, this might be of interest to you.


Breadcrumbs structured in that manner would enhance the user experience, not the URL itself. The shorter the URL, ideally incorporating only your primary keyword, such as, the more effective it becomes. A structure like would create repetition in the /buy-taxi/ directory, which is entirely redundant from an SEO perspective in this case.

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