Guidelines for WCMS URLs

WCMS URLs must adhere to a set of standards outlined below.

Naming convention

The WCMS follows a naming convention to create consistency across campus. The URL for a WCMS site must match the title of the site. All WCMS URLs begin with https:// and are in the form uwaterloo.ca/site-name.

This convention was put in place for search engine optimization (SEO) and usability (readability) – which are both tied to effective marketing-communications.

Example
Title: Web resources
Site URL: https://uwaterloo.ca/web-resources

Short URLs

What is a Short URL?

Short URLs are redirects, approved by University Relations (UR), that allow for the use of abbreviations or acronyms associated with that particular organizational unit. These short URLs follow the same naming convention (https://uwaterloo.ca/short-form-url). Any additional paths that come after the short-form will also be included in the redirect.

Short URLs should be used whenever a canonical URL is too long or does not make sense, such as providing short, easy-to-remember URLs in print publications, text-only emails and radio campaigns.

Requesting a short URL

Short URLs are typically requested through a new site request using the WCMS Help Portal. This way, University Relations can approve the site title, URL, and any short URLs at the same time. Occasionally, University Relations will deny the short URL and offer alternatives as it may conflict with a pre-existing abbreviation or acronym. Once approved, the short URL will be created once the site launches.

If the site already exists, then the same approval process will take place and the short URL will be created immediately.

Typically, only one short URL should be used. However, exceptions can be made depending on website needs. Note that a website’s former subdomain can also be a deciding factor in determining a relevant short URL, and attempts will be made to be as flexible and accommodating as possible.

The Domain Name Conflict Resolution process can be used if a short URL conflicts arise.

Example
Title: Information Systems & Technology
Site URL: https://uwaterloo.ca/information-systems-technology
Short URL https://uwaterloo.ca/ist*

* https://uwaterloo.ca/ist is redirecting to https://uwaterloo.ca/information-systems-technology

Generic URL alias

Similar to short URLs, generic URLs can also be requested through the WCMS Help portal. These URLs follow the same rules and guidelines but refer to URLs with a generic purpose that are not an abbreviation or an acronym.

A generic alias will be recommended for use if:

  • the alias directs to the homepage of the affiliated site.
  • the word or phrase used is clearly associated with the destination site as expected by the user.
  • there is significant pre-existing association with a short form word or phrase.
  • there is no significant concern of future conflict arising.

Generic aliases will not be recommended for use for:

  • shortened or convenience URLs for use in print publications or social media in the absence of other criteria.
  • search engine optimization (SEO) techniques such as exact match domains.
  • directing to an internal site page.

The Domain Name Conflict Resolution process can be used if a short URL conflicts arise.