Optimizing your slugs In trying to optimize your slugs to achieve a better search engine friendly URL, you only have to remember two things: Make sure your keywords are present Take away the stop words – these are the words: I, a, about, an, are, as, at, be, by, in, is, it, of, on, or, that, the, this, to, was, what, when, where, who, will, with, the The reason behind taking away the stop words is that the search engines do away with them anyway. In cleaning your slugs from stop words, you’re doing the search engines a favor. My advice (if you’re a WordPress user) is to download and install the SEO Slugs plugin to automatically clean your slugs from stop words for you.