• 3 min read

What Is a Slug? (And Why It Matters)

Screenshot showing a content management system interface with a webpage draft titled "What is a Slug?" and a configuration panel on the right.

A slug is the part of a URL that comes after the main domain and identifies a specific page.

Example:
https://www.yourwebsite.com/products/running-shoes

In this URL, running-shoes is the slug.

Table of Content

  1. Why Slugs Are Important

  2. Best Practices for Writing Slugs

  3. Structure of URLs in Storyblok

  4. Important: Be Careful When Editing Slugs

  5. Before Publishing a Page

  • The slug can be defined either when creating a new page or later within the page’s “Config” settings.

Why Slugs Are Important

As a Content Editor, the slug you choose has a direct impact on:

  • Search Engine Optimization (SEO) – Search engines use the slug to understand what the page is about.

  • User Experience – Clear slugs help users understand where they are on the website.

  • Link Sharing – Clean, readable URLs look more professional and trustworthy.

  • Brand Perception – As a premium brand, we maintain high standards — this includes our URLs.

Best Practices for Writing Slugs

Keep it short and descriptive
Focus on:
Property type + Location

Example:
/townhouse-frankfurt-westend

Use lowercase letters only

Use hyphens (-) between words
/commercial-property-stuttgart

Include relevant search keywords
Think like a buyer:

  • What type of property?

  • In which city or district?

Remove unnecessary words
Avoid words like: the, and, our, exclusive, amazing

Structure of URLs in Storyblok

The slug of the folder your page is nested in, will be part of the URL.

Example:
The Agent Recruiting Form is nested in the folder "agents" and their slug is set for "become-real-estate-agent". So you do not need to repeat the keyword real estate agent, just name form "apply".

Important: Be Careful When Editing Slugs

Changing the slug of a published property page can:

  • Break existing links

  • Negatively impact SEO rankings

  • Affect ongoing marketing campaigns

  • Disrupt paid ads or external listings

Only change slugs if absolutely necessary — and always align with the website administrators before doing so.

Before Publishing a Page

Ask yourself:

  • Does the slug clearly describe the property or location?

  • Does it follow the structure: property-type + location?

  • Is it short and clean?

  • Does it look professional in a shared link?