You can concatenate strings using square brackets, but I usually prefer building a final string using SPRINTF, e.g.
url = sprintf( 'http://api.geonames.org/astergdem?lat=%f&lng=%f&username=test12345&style=full&type=JSON', lat, long ) ;
data = urlread( url ) ;
The first string in the call to SPRINTF is called formatSpec. Look in MATLAB doc and you will see what the two %f stand for and how to tailor them to your needs. In your command window, type
doc sprintf
and look for the formatSpec.