Keep it short: 50 characters. Do not exceed 60 characters as search engine results (SERP) will cut off your text
Make sure it’s readable. If a human can’t understand what you’re talking about, neither can a search engine
Use-hyphens-to-separate-words. Underscores and spaces don’t register with search engines, meaning your sentence willcomputeasonelongword
Use lowercase letters. Uppercase letters can cause issues with page duplication which is one of the key components in low page rankings
Don’t use stop words (and, her, the, they, it etc). Search engines are designed to completely ignore these words, so this will up your character count for no good reason.
State content type in the URL: The way our current URLS are set up doesn’t state the editorial category unless it’s a fair or video meaning everything reads https://www.frieze.com/article/. Article is a very broad category for search engines. If you're uploading a review or interview etc, please make sure this is included in the URL