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URL - DigitalBull GO


Group: GMB

What Is URL?

URL: The address of a page.

URL is short for ‘Uniform Resource Locator’. It is the link displayed in the address bar of a browser and denotes the address of the webpage.

For example, the URL of this page is

The URL is also known as the web address. The main URL of the page with nothing added to the tail or extension and no ‘www’ before it is called While URL and domain are used interchangeably, they are not the same. A domain is the internet address that is purchased from a domain selling authority and subsequently content is added and the website is built and hosted on a server.

The URLs are the various pages of the website that are accessed from that server by accurately typing in the complete address using an internet browser. The URL is also displayed in search results.

For example,,, and are all domains.

A URL can also be a subdomain. For example, is a subdomain of and is a subdomain of

A URL can be added within a webpage as well. If the URL is present in text form, it is known as ‘anchor text’. ‘Click here’ and ‘sign up’ are examples of anchor text.

In a GMB listing, there are 2 standard URL options:

  • GMB Website URL
  • Appointment URL

A GMB website URL is the URL that the user is taken to when they click on the ‘Website’ button in a listing. It usually links to the home page.

An appointment URL can also be added to the listing. This is the page where the user can book an appointment with the business. It is displayed beneath the phone number in the listing, next to the word “Appointments”.

The appointment URL does not necessarily have to be to the company’s site. They can be links to a 3rd party website as long as the user can take actions like placing an order or making a reservation.

Apart from this, there are some other niche-specific URL options:

  • Products and Services URL
  • Menu URL

Ther products and services URL offers a link to the products and services that a company offers. This is not available or present in all GMB listings.

The menu URL is a link to the menu. It only appears in restaurants, catering, and food-related businesses.

You can add an urchin tracking module (UTM) code to track clicks and traffic for that URL.

Google has also rolled out a short name feature for listings. This short name or short URL can be created by the owner of the listing. The custom name must be between 5 and 32 characters.

The link will be “[shortname]” and when entered into the address bar, will take the user to the Google Maps link for GMB listing.

DigitalBull GO Tip: Use the Business.Site as the appointment URL to get the most value from a Google property. Your 3rd party appointment booking tool can also be added to the Business.Site.

URL Audit Parameters in DigitalBull GO

Here are the subfactors/parameters for URL that are analyzed in the DigitalBull GO Local SEO Audit Tool:

Further Reading

Google My Business Support Link for URL

URL – Page on Wikipedia

Create a Short Name & URL for Your Business – Help article from Google

What Page Should You Link Your GMB Listing To? – Blog post by Whitespark

What URL You Should Add in GMB: Homepage or Location Page? – Blog post by Suuvance

For further reading on topics related to URL on DigitalBull Expert System, check out our information for Internal Links as well as On-Page.

URL in DigitalBull GO

22nd May 2020 Upgrade – URL is currently #14 on the Ranking Factors standings.

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