URL standards

Follow these requirements when creating URLs:

• Keep URLs as simple, relevant, compelling, and accurate as possible is key to getting both users and search engines to understand them (a prerequisite to SEO ranking).
  
• Include keywords if possible.
• Use only lowercase letters.
• Use a hyphen (dash). Don't use an underscore to separate words.
• Do not include any empty spaces in the URL.
• Do not use any special characters with the exception of the hyphen (dash).
• Do not include words such as “and,” “or,” “but,” “a,” “the,” or “of.”
• Shorter is better — a good range is about 35 to 40 characters.

Do not use any of these special characters in a URL: ' " # % & + / : ; < > ( ) { } [ ]

Examples of URLs:

• Incorrectly uses capital letters and under scores: https://www.Optum.com/resources/library/EP_health_wealth.html 
• Correctly structured URL: https://www.optum.com/solutions/data-analytics.html