You should create URLs that aren't too long, but are descriptive. They should not contain random characters like ?, = and & or random numbers such as 3592. Search engine robots view this as gibberish that is both confusing and unfriendly. Google and other search engines will most likely ignore these types of URLs. Also, your website's directory structure should be simple and easy to navigate.
Choose appropriate page names - Choosing a relevant page name means creating a suitable URL. This helps both the search engine and those using the search engine to distinguish between whether or not the page is relevant.
Create the content of your website before the design - Creating content before design ensures that the organization of your website reflects the message you want to communicate. This will be reflected in your website's hierarchy.