URL parameters are essential for many websites, especially e-commerce sites with filters and sorting options. They help users find exactly what they need, but they can also create headaches for SEOs. Why? Because they can lead to duplicate content and wasted crawl budget, essentially confusing Googlebot (the search engine spider that crawls your site).
But don’t worry, Google recently updated its guidelines on URL parameter formatting, making it easier for you to get it right. And this time, they’ve made it easier to find this crucial information. Google has moved these recommendations from a less prominent blog post on faceted navigation into their main URL structure documentation.
Let’s dive into the details.
Google wants you to use a specific format for your URL parameters:
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Equal signs (=) to separate keys and values (e.g., color=blue) |
Ampersands (&) to connect multiple parameters (e.g., color=blue&size=large) |
Seems simple enough, right? But here’s the thing: many sites still use outdated formats with colons, brackets, or commas. While these might work for your website’s functionality, they could hinder your SEO strategy.
Think of Googlebot as a diligent librarian trying to organise a vast library (the internet). Properly formatted URL parameters act like clear labels, making it easy for the librarian to understand and categorise your website’s pages. This leads to:
Improved crawl efficiency: Googlebot can crawl your site more effectively, focusing on unique and important content instead of getting lost in a maze of similar pages.
Reduced duplicate content: Clear parameters help Google identify the canonical (preferred) version of a page, preventing duplicate content issues that can harm your rankings.
Better indexing: Correctly formatted URLs are more likely to be indexed by Google, meaning they have a better chance of appearing in search results.
If you’re thinking, “Well, my site seems to be doing okay with its current format,” consider this:
Wasted crawl budget: Incorrectly formatted parameters can lead to Googlebot wasting time crawling duplicate or unimportant pages, neglecting your valuable content.
Lower rankings: Duplicate content and poor indexing can negatively impact your search rankings, making it harder for potential customers to find you.
Missed opportunities: If important pages aren’t indexed properly, you could be missing out on valuable organic traffic.
Identify all URL parameters and check their formatting. Tools like Screaming Frog can help with this process.
Update your parameters to follow Google’s guidelines. If you’re making significant changes, use 301 redirects to avoid broken links.
Use Google Search Console to track your site’s crawl efficiency and identify any potential issues.
But URL parameters are just one piece of the puzzle. Google’s documentation also addresses broader challenges like managing dynamic content generation, handling those pesky session IDs, and effectively implementing sorting parameters.
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