For legal SEO, URLs should be boring, predictable, and descriptive. A clean pattern like /practice-areas/criminal-defense/dui/ or /locations/west-palm-beach/personal-injury-lawyer/ makes it obvious what a page is about to both humans and search engines. At Primary Position we standardize URL structures around practice area, case type, and location, then keep them stable so you’re not constantly breaking history or link equity. The goal is to create a logical, scalable map of your services, not a clever naming system only your web designer understands.