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Uniform resource locators (URLs)

The technical name for web address is 

uniform (or universal) resource locator (URL)

. URLs 

can be thought of as a standard method of addressing, similar to postcodes or zipcodes, that 

make it straightforward to find the name of a domain or a document on the domain.

In larger businesses, particularly those with many sites, it’s important to develop a 

URL 

strategy

 so that there is a consistent way of labelling online services and resources.

There is further terminology associated with a URL which will often be required when 

discussing site implementation or digital marketing campaigns, as shown in Box 3.2.