The URL of a website. URLs can lead to a website or any other type of web resource, such as an image or video. They have the option of using letters, numbers, or a combination of the two. Brackets and braces, for example, are deemed “unsafe” characters. They are handled differently by different web browsers, which can lead to issues.

Search engines analyse the included text for keywords when mining for keywords, therefore URLs are crucial for on-page SEO. You’ll gain brownie points from search engines if a keyword you want to be indexed for is in the URL (but no real brownies, unfortunately).