diff --git a/addons/website/static/src/components/dialog/seo.js b/addons/website/static/src/components/dialog/seo.js
index aadc4a3f718..b28f083aedf 100644
--- a/addons/website/static/src/components/dialog/seo.js
+++ b/addons/website/static/src/components/dialog/seo.js
@@ -339,8 +339,8 @@ class TitleDescription extends Component {
         // `NFKD` as in `http_routing` python `slugify()`
         ev.target.value = ev.target.value.trim().normalize('NFKD').toLowerCase()
             .replace(/\s+/g, '-') // Replace spaces with -
-            .replace(/[^\w-]+/g, '-') // Remove all non-word chars
-            .replace(/-\+/g, '-'); // Replace multiple - with single -
+            .replace(/[^\w-]+/g, '') // Remove all non-word chars
+            .replace(/--+/g, '-'); // Replace multiple - with single -
         this.seoContext.seoName = ev.target.value;
     }
 }