What are the Benefits of Having an Upgraded URL?
A Uniform Resource Locator (URL) is a web address that consists of several different parts to help structure a website. For example, a keyword in a URL can help search engines to thematically orient themselves towards a site. In general, keywords in URLs have long been an important aspect of SEO — but Google has now made it much easier for marketers to optimize their URLs with the release of Upgraded URLs.
The new Upgraded URL paradigm represents a major change to the way that Destination URLs are associated with keywords and other trackable objects (creatives, sitelinksc etc.). Traditional (‘legacy’) URLs are well-understood, but they can be problematic because they aren’t scalable if you have large numbers of keywords, and usually AdWords requires that a trackable is re-submitted for editorial review every time it is changed.
Having an upgraded url will make your site more accessible and will also help you rank better in Google Search Results. However, it is important to remember that when you do change your URLs, you will lose some of your search engine visibility for a short period as Google needs to recrawl the pages in the new domain.
In addition, the new URL will also require HTTPS protocol to be implemented if you want to maintain the security of your site. This is a good practice for any site as it helps prevent hackers from accessing your data and also gives you a boost in the search engine rankings.