The address identifying a resource on the web.
A URL, or Uniform Resource Locator, identifies a resource and tells software how to access it. For a typical web page, the address includes a scheme such as https, a hostname such as example.com, and a path such as /services/. It may also include a query string or a fragment that points to part of a document.
Customers use URLs in links, bookmarks, messages and printed materials. Search engines use them to identify and request resources. The same-looking page can be available at several different addresses, so choosing one preferred address and using it consistently is part of maintaining a coherent website.
A clear path can help a person understand where a link leads, but changing addresses purely to add keywords creates work and risk. A useful URL is part of a functioning page and link structure; the address alone cannot supply missing content or make an unsuitable page relevant.
Takeaway: Choose readable, stable addresses for important pages. When a meaningful page must move, plan what happens to its old address and update the links your business controls.
Example
A design studio uses example.com/kitchen-design/ for a service page. It prints that address in a brochure and links to it from its portfolio. If a redesign changes the path, the old brochure still exists, so the migration needs a relevant redirect rather than simply deleting the former route.
What to check
Before renaming a page, list its existing URL, intended new URL and incoming internal links. Check that the final destination works and that your menu, sitemap and other preferred-URL signals agree.
For more detail, see Google URL structure guidance.