SEO URL Parameters: Best Practices and Impact on Rankings
In the vast world of website optimisation, few elements are as integral and potentially problematic as SEO URL parameters. When it comes to search engine optimisation (SEO), how a website handles URL parameters can greatly influence its ranking, visibility, and user experience. In this guide, we delve into the concept of URL parameters, their various uses, potential risks, and how to implement them effectively without compromising SEO.
What Are URL Parameters?
URL parameters, also known as query parameters, add additional pieces of information to a URL. These parameters provide vital details to web servers, instructing them on how to display specific content on a page. These parameters play an essential role in enhancing the functionality of a website, particularly in how it interacts with its users.
When you browse an e-commerce website, for instance, and apply filters to search for a specific item, such as a pair of black shoes in size 11, the page’s URL is likely to change to include those parameters. This not only customises the content displayed but also tracks your interaction with the site.
A typical URL with parameters might look like this:
https://www.example.com/products?size=11&color=black&sort=highestrated
In this example:
- The “?” marks the beginning of the parameters.
- The first parameter is “size=11,” which filters the product selection by size.
- The second parameter is “color=black,” indicating a preference for black shoes.
- The third parameter, “sort=highestrated,” orders the products based on their ratings.
Each parameter is separated by an ampersand (&), with the key (e.g., size, color, sort) and value (e.g., 11, black, highestrated) linked by an equal sign (=).
The Functionality of URL Parameters
SEO URL parameters are an essential part of modern websites, serving purposes beyond just filtering products and content. Their uses extend to improving user experience, tracking user behaviour, and making it easier for visitors to interact with content. Here’s a closer look at some common uses:
Tracking User Behaviour
For website owners and marketers, tracking user behaviour is key to improving user experience and understanding audience preferences. URL parameters can be employed to monitor how users navigate a site. For example, by tracking which version of a page users interact with (as part of an A/B test), businesses can gather valuable insights into what resonates most with their visitors. This data can be analysed using tools like Google Analytics, providing a clear picture of customer actions.
Sorting and Filtering Content
When users interact with a website, they often want to sort or filter content based on their preferences. URL parameters enable this functionality, allowing visitors to view products, articles, or posts in specific orders or categories. Whether it’s sorting items by price, rating, or relevance, or filtering them by size, colour, or category, URL parameters make it all possible without creating multiple separate pages for each variation.
Pagination
SEO URL parameters, such as pagination, are essential for making content on blogs or product listings more accessible. Instead of loading an entire list on one page, which can overwhelm both the website and the user, pagination divides content into manageable chunks, typically with next/previous navigation links. URL parameters handle this by appending values to the URL, indicating which page of content to display.
Faceted Navigation and Search
Faceted navigation, which allows users to filter and refine their search criteria, is another critical function that relies heavily on URL parameters. For example, an online bookstore may use parameters to show books by genre, author, or price range. Similarly, a site’s search functionality often uses URL parameters to display results based on user input.
Localisation
For websites with a global audience, URL parameters can be used to serve localised content based on factors such as language, region, or currency. For instance, a user browsing from France might be directed to the French version of the site with prices listed in Euros, while a UK user would see the English version with prices in Pounds. This enhances the user experience, ensuring that the right content is presented to the right audience.
URL Parameters vs UTM Parameters
Keep in mind that not all URL parameters have the same value. While both URL parameters and UTM parameters are types of query parameters, they serve different purposes.
UTM Parameters
UTM (Urchin Tracking Module) parameters are a specific subset of URL parameters designed to track the effectiveness of marketing campaigns. They allow marketers to monitor the source, medium, and campaign associated with a specific link. For example, a URL with UTM parameters might look like this:
https://www.example.com/products?utm_source=facebook&utm_medium=social&utm_campaign=spring_sale
In this case, the UTM parameters help the website owner track the traffic’s source. They also measure the success of the marketing campaign.
Regular URL Parameters
On the other hand, regular URL parameters are typically used to modify the content on a page or track the user’s interactions with the website. While UTM parameters are primarily concerned with marketing tracking, regular URL parameters serve a wider array of functions, including sorting, filtering, and pagination.
Why URL Parameters Can Impact SEO
Although URL parameters provide significant functionality for websites, they can also cause several SEO-related issues if not properly managed. It is crucial to understand how these parameters can impact your site’s search engine visibility.
Duplicate Content
One of the primary concerns with URL parameters is the creation of duplicate content. When you use parameters, you may generate multiple versions of the same page, each with a different URL. For example, if a user filters products by size and colour, the website may create several variations of the same page to reflect these preferences. While the content is essentially the same, search engines may view these variations as distinct pages, which could result in duplicate content issues.
Wasted Crawl Budget
Search engines allocate a fixed amount of resources (crawl budget) for crawling and indexing pages on a website. If URL parameters create multiple versions of the same page, search engines may end up crawling redundant pages, wasting valuable crawl budget. As a result, search engines may overlook or fail to index important pages.
Link Equity Dilution
Link equity refers to the value that is passed from one page to another via hyperlinks. When multiple versions of a page exist, the link equity is split between them, rather than being consolidated on a single URL. This dilution can affect a page’s ability to rank in search results, as the search engine may struggle to determine which version of the page should receive the link equity.
Unreadable URLs
URL parameters can also make URLs more complex and less user-friendly. Lengthy, parameter-heavy URLs can be difficult for users to read, remember, or share. Not only does this negatively affect user experience, but it can also impact the perception of your website’s professionalism.
Best Practices for Managing URL
To maximise the benefits of URL parameters without damaging your SEO efforts, there are several best practices to follow. Implementing these strategies will help ensure that URL parameters don’t cause unnecessary complications for your website.
1. Use the Robots.txt File
To prevent search engines from crawling pages that contain URL parameters, add these parameters to your robots.txt file. By doing so, you can ensure that search engines focus their resources on the most important pages on your site, rather than wasting them on pages that don’t contribute to SEO.
2. Implement Canonicalisation
If your website generates multiple versions of the same page due to URL parameters, use canonical tags to specify the preferred version. Canonicalisation tells search engines which page is the “master” version, thereby avoiding duplicate content issues and consolidating link equity on the primary page.
3. Keep URL Parameters Consistent
When using URL parameters, ensure you maintain consistency in how you order and apply them. Search engines will find it easier to crawl and index your pages if the same parameters appear in the same order across different URLs. For example, always place the “size” parameter before the “colour” parameter in product filters.
4. Minimise the Use of URL Parameters
While URL parameters are useful, it’s important not to overuse them. Use parameters only when necessary, such as for filtering products, pagination, or localisation. Avoid using them for minor changes that don’t significantly impact user experience or content.
5. Monitor URL Parameters with SEO Tools
Utilise tools like Screaming Frog SEO Spider or Google Search Console to monitor how search engines are handling your URL parameters. These tools can help you identify crawl issues, such as duplicate content or mismanaged parameters, and make adjustments as needed.
Conclusion
URL parameters are an essential component of modern websites, offering a range of benefits, from customising content to tracking user behaviour. However, when used incorrectly or excessively, they can cause significant SEO issues, such as duplicate content, wasted crawl budget, and diluted link equity.
By following the best practices in this guide, website owners and marketers can optimise their use of URL parameters. This ensures they enhance, rather than hinder, the website’s SEO performance. With careful implementation and monitoring, URL parameters can contribute to a seamless, user-friendly experience while helping to maintain strong search engine rankings.