Google Revises Best Practices for URL Parameters

Google has updated its Search Central documentation, offering clearer guidance on URL parameter formatting to improve website crawling and indexing efficiency. This update brings recommendations that were previously mentioned in a blog post about faceted navigation directly into the main URL structure documentation, making these best practices more accessible to developers.

Key Changes in URL Parameter Formatting

The revised guidelines emphasize the importance of using consistent parameter formatting to ensure optimal crawling by search engines. Developers should now follow these specific rules:

• Use equal signs (=) to separate key-value pairs.
• Connect multiple parameters with ampersands (&).

Google advises against using less common symbols such as:

• Colons and brackets.
• Single or double commas.

Why Proper Parameter Formatting Matters

URL parameters play a crucial role in the functionality of many websites, especially for e-commerce platforms and content management systems (CMS). These parameters are often used to:

• Filter and sort products.
• Manage tracking codes and session IDs.
• Generate dynamic content.

However, improper use of URL parameters can lead to significant SEO challenges, including:

• Duplicate content: When the same page is accessible via multiple URL variations, it can result in wasted crawl budget as search engines attempt to index identical content under different URLs.
• Crawl inefficiencies: Poorly formatted parameters can cause search engines to spend more resources crawling redundant or unnecessary pages, which may impact how effectively your site is indexed.

By adhering to Google's preferred parameter format, websites can improve crawling efficiency, reduce indexing issues, and ensure that their pages are properly recognized by search engines.

Previous Guidance and Documentation Updates

Previously, developers seeking detailed URL parameter guidance had to refer to an older blog post on faceted navigation. Google has now consolidated this information into its main Crawling and Indexing documentation, making it easier for webmasters and SEO professionals to access and apply best practices.

The updated documentation can be found in the Crawling and Indexing section of Google’s Search Central.

Next Steps for Developers

If your website is currently using non-standard URL parameter formats, it's a good idea to start planning a migration to the standard format. Key steps to take include:

• Implementing proper 301 redirects for any updated URLs.
• Monitoring your website's crawl stats to ensure there are no disruptions during the switch.

Although Google hasn't indicated that non-standard parameters will directly harm your search rankings, they have clarified their preference for standardized formatting. New websites and redesigns should adopt the recommended structure to prevent potential future issues with search engine indexing.

This update highlights the importance of following best practices in URL structure to maintain efficient crawling and indexing, which ultimately supports better search performance.