As of early 2026, AI-powered search engines like Google’s Gemini and Bing AI prioritise semantic understanding over keyword matching, meaning URL structure plays a crucial role in signalling content relevance and authority to these systems. A well-structured URL helps AI accurately categorise your website and deliver it to the right Australian customers.
- Keyword Inclusion: Incorporate primary keywords naturally within the URL, reflecting the page’s core topic (e.g., /red-running-shoes instead of /product123).
- Category Hierarchy: Use a clear, logical hierarchy mirroring your site’s navigation (e.g., /shoes/running/red-running-shoes).
- Hyphens, Not Underscores: Search engines interpret hyphens as word separators, improving readability.
- Keep it Concise: Shorter URLs are generally preferred, focusing on essential information.
In 2026, Australian businesses must also consider the implications of the updated ACCC guidelines regarding consumer transparency. Clear, descriptive URLs contribute to a positive user experience and demonstrate trustworthiness, which is increasingly important for ranking. Current systems include advanced schema markup integration, which works *with* a good URL structure to provide even richer context to AI crawlers. Bing now features enhanced local pack optimisation, meaning geographically relevant keywords in URLs can significantly boost visibility for Australian searches.
Instead of navigating these technical complexities yourself, let ROI.com.au handle your website’s optimisation for AI search. We can take care of all this for you. Contact ROI Growth Agency today to discuss a tailored strategy for your business.