What Are URL Parameters And How Do You Use Them?

*Updated 11/19/2024

Parameters are an integral part of how sites, and by association, their URLs, are structured. URL parameters are some of the main ways that content can be filtered, organized, and presented to the user. Due to their ability to also serve as tracking information, they are an excellent tool in the hands of qualified SEOs, developers, marketers, and analysts. Because of their great utility, here at Big Leap, we wanted to take a moment and help you understand exactly how to identify a parameter and help you learn all the ways to use your identified parameters.

For more answers to your frequently asked questions:

• Google Analytics Tweaks We Couldn’t Live Without
• What’s the Difference Between Goals and Events in Google Analytics?
• What Counts As Too Many Keywords?

What are URL Parameters?

Let’s talk about that first question in the title, what are URL parameters? Simply put, a URL parameter, according to Google, is a way to pass information about a click through a URL. Basically, that’s what a URL parameter is. It’s the evidence that a user made a specific click on a page that necessitated the creation of a parameter. This could be because the user clicked on the search button after typing in what they wanted to look for. It could be a result of clicking on an available filter next to a list of products. It could even be that the user clicked on something that you are specifically tracking and, so to help you identify those users, you created a custom tracking parameter. There are any number of uses for a URL parameter.

How to Identify a URL Parameter?

To identify a parameter in a URL, you need to look for a question mark and an equals symbol within a URL.

Take this URL for example: http://example.com?productid=1234

In this case, the “?” denotes the start of the parameter. The term “productid” is in of itself the parameter and in this case is designated as a product ID number. The “=” is the defining characteristic of the parameter, which in this case is the 1234. This number is the specific product ID number that is being looked for.

Another common URL parameter is the search parameter which is usually denoted by a “q” or an “s” like this:

• ?s=search-term
• ?q=search-term

Most websites nowadays have some form of search function so you can bet that you have seen or will see these at some point in your life.

How To Manage URL Parameters?

When it comes to managing URL parameters, it’s crucial to understand their impact on your site’s crawl efficiency and SEO. Previously, Google Search Console’s URL Parameters tool allowed webmasters to specify how parameters should be treated during site crawls. However, as of now, this tool is no longer available.

Despite the absence of this tool, there are several effective alternative methods to manage URL parameters. These strategies can help you maintain a well-optimized site and prevent common issues such as duplicate content and inefficient crawling.

Implement Rules in the Robots.txt File

You can use the robots.txt file to instruct search engines which URL parameters should not be crawled. By adding disallow rules for specific parameter patterns, you can prevent search engines from accessing and indexing these URLs.

Apply Canonical Tags to Your Pages

Implement canonical tags to indicate the preferred version of a page. If multiple URLs with different parameters point to similar content, using a canonical tag helps consolidate the link equity and avoid duplicate content issues.

Use URL Rewriting Techniques

Consider using URL rewriting techniques to simplify and standardize your URL structures. This can help manage parameter variations by transforming them into cleaner, more user-friendly URLs.

Track Parameter Performance with Google Analytics

Although Google Search Console’s URL Parameters tool is no longer operational, you can still track the performance of URLs with different parameters using Google Analytics. This helps in understanding how parameters affect your site’s traffic and engagement.

By leveraging these methods, you can continue to optimize how URL parameters are handled on your site, ensuring that your crawl equity is maximized and your content is efficiently indexed.

Benefits of Using URL Parameters for SEO

URL parameters are incredibly valuable for SEO. By properly utilizing URL parameters, you can:

• Enhance User Experience: Customize content presentation based on user interactions.
• Improve Tracking and Analytics: Utilize parameters for tracking user behavior and integrating with tools like Google Analytics.
• Optimize Crawl Equity: Ensure that Googlebot focuses on your most important content, improving overall site indexing.
• Refine Marketing Strategies: Use tracking parameters to gather data on campaign performance and user engagement.

By strategically using URL parameters, you can make informed decisions that boost your site’s SEO performance and user satisfaction.

Let Us Help You With Your URL Parameters

Understanding and leveraging URL parameters is essential for anyone looking to optimize their website’s performance. Whether you’re a developer, marketer, or analyst, knowing how to use URL parameters can significantly impact your SEO and overall digital strategy. Take the time to review your URL parameters and make sure you’re using them to their fullest potential in tools like Google Analytics.

If you need assistance with optimizing your URL parameters or have any other SEO needs, connect with Big Leap. Our team of experts is here to help you navigate the complexities of digital marketing and achieve your business goals. Contact us today to get started!