URL parameters or question strings are the a part of a URL that usually comes after a query mark (?) and are used to cross knowledge together with the URL. They are often energetic parameters that modify web page content material or passive parameters which might be principally used for monitoring and don’t change the content material.

They’re made up of key-value pairs, the place the important thing tells you what knowledge is being handed and the worth is the information you’re passing, similar to an identifier. They appear like ?key=worth however could also be separated by ampersands (&) like ?key=worth&key2=value2 if there’s multiple pair. 

Parts of a URL parameter
Rationalization of URL parameter elements.

On this information, we’ll be protecting what it is advisable learn about URL parameters.

How parameters are used

As I discussed within the intro, parameters will be energetic or passive. Let’s take a look at some examples of every.

Energetic parameters

Energetic parameters modify the content material of the web page in some method. 

Filter. Removes a number of the content material, leaving extra particular content material on the web page {that a} consumer desires to see. An instance of that is faceted navigation in e-commerce. 


Kind. Reorders the content material ultimately, similar to by worth or score.


Paginate. Divides content material right into a sequence of associated pages.


Translate. Modifications the language of the content material.


Search. Queries an internet site for data {that a} consumer is in search of.

On our search engine, yep.com, we use the important thing “q” for the question, and the worth accommodates data concerning the consumer question.


Passive parameters

Passive parameters don’t change the content material. They’re usually used for monitoring. Let’s take a look at some examples of every.

Affiliate IDs. Passes an identifier used to trace the place gross sales and signups come from.


Promoting tags. Tracks promoting campaigns.


Session IDs. Identifies a specific consumer. It’s not frequent on fashionable web sites to make use of session IDs to trace customers.


Video timestamps. Jumps to the designated timestamp in a video.


search engine optimization implications

URL parameters could cause plenty of completely different points in the case of search engine optimization, particularly in circumstances the place a number of parameters are used. Listed below are a number of the issues it’s possible you’ll encounter.

Passive parameters could cause points with duplicate content material. Usually, you need them to be crawled, and every web page ought to have a canonical set to the principle model. 

There could also be occasions the place you wish to block these parameters from being crawled utterly utilizing robots.txt—however solely in conditions the place you will have points with crawl price range. We’ll cowl this extra later.

Google will select a model of the web page to index in a course of known as canonicalization, and alerts similar to hyperlinks will consolidate to that listed model.

Energetic parameters might create pages with near-duplicate content material or content material that’s similar to different content material. They might even be utterly completely different content material. You’ll must test what your parameters are literally used for.

Inner hyperlinks

You must keep away from passive parameters like these used for monitoring on inner hyperlinks (hyperlinks from one web page in your website to a different). 

That is nonetheless an all-too-common apply on bigger websites, however I wish to emphasize that that is an previous and outdated apply that you just shouldn’t be doing. 

Most analytics programs have occasion monitoring you should use as a substitute that also information the information with out including parameters to your URLs.

It’s high quality to make use of energetic parameters on inner hyperlinks in most circumstances.


Infinite URL paths with parameters or tons of various mixtures could cause points with crawling. Maintain a constant order, and don’t have paths that enable for including extra parameters.

You may simply discover doubtlessly infinite paths utilizing the Depth report underneath the Construction Explorer device in Web site Audit. It’s not frequent for web sites to have 9+ ranges, so it is a robust indicator that there might, actually, be infinite paths or another situation.

Structure Explorer's Depth report
Depth report in Construction Explorer.

Google will make changes because it acknowledges infinite paths or sure patterns when crawling. It can attempt to restrict the crawling of URLs that it thinks received’t be helpful or are repetitive.


URL parameters are generally used for worldwide web sites. These are listed as an choice for locale-specific URLs. However even Google says it’s not really helpful. It provides one other layer of complexity the place extra issues can go flawed. You additionally received’t be capable of geo-target these URLs in Google Search Console.


Parameters are generally utilized in e-commerce for every part—from monitoring, to pagination, to faceted navigation. These subjects will be fairly advanced, so I like to recommend studying by way of the weblog posts I linked to higher perceive them.


There’s a rising development the place persons are utilizing # as a substitute of ? because the fragment identifier, particularly for passive parameters like these used for monitoring. That is usually not a good suggestion. However in particular circumstances, it might be OK to do that to switch pointless parameters. I are likely to advocate in opposition to it due to the entire points.

The issue is something after a # is ignored by servers, and a variety of programs merely is not going to or can not acknowledge parameters utilizing a #.

Moreover, # already has a delegated use case, which is to scroll to part of the web page. That is accomplished on the shopper aspect, and JavaScript devs might also use it for “routing” to a web page with completely different content material.


It’s a good suggestion to test what parameters are used in your website. In Web site Audit’s Web page Explorer device, you’ll be able to seek for URLs that include a query mark (?).

Searching for parameters in Page Explorer
Trying to find parameters in Web page Explorer.

You should use the superior filters to seek out pages with a number of parameters or to start out excluding parameters that can assist you establish all the varied parameters used in your web site.

As soon as you realize what parameters are used, I like to recommend checking a couple of of the pages to see what the parameters really do.

You too can test the Duplicates report for actual or near-duplicates. The visible makes it simple to see when you’ve got a variety of variations of the identical or related pages and whether or not or not they’ve matching canonical tags to decide on a most popular model. You may click on into every cluster to get extra data.

Duplicate content tree map
Duplicate content material tree map view to indicate clusters.

There’s additionally an choice underneath “Bulk export” that allows you to export the entire duplicate content material directly. I discover this selection simpler to make use of for bigger units of knowledge.

Controlling parameters

Prior to now, Google had a URL parameter device in Google Search Console the place you would select deal with completely different parameters based mostly on whether or not or not it modified the web page content material. The device was deprecated in early 2022. Right here’s what Google needed to say about it:

When the URL Parameters device launched in 2009 in Search Console’s predecessor, Webmaster Instruments, the web was a a lot wilder place than it’s at the moment. SessionID parameters have been quite common, CMSes had hassle organizing parameters, and browsers usually broke hyperlinks. With the URL Parameters device, website homeowners had granular management over how Google crawled their website by specifying how sure parameters have an effect on the content material on their website.

Over time, Google turned significantly better at guessing which parameters are helpful on a website and that are —plainly put— ineffective. Actually, solely about 1% of the parameter configurations at the moment specified within the URL Parameters device are helpful for crawling. As a result of low worth of the device each for Google and Search Console customers, we’re deprecating the URL Parameters device in 1 month.

Whereas not talked about, I believe that some customers might need been hurting themselves with the device. I bumped into this previously the place somebody put in a flawed setting that stated the content material didn’t change, however it did. This knocked a couple of hundred thousand pages out of the index for that website. Whoops!

You may let Google crawl and determine deal with the parameters for you, however you even have some controls you’ll be able to leverage. Let’s take a look at your choices.

Canonical tags

A canonical tag can assist consolidate alerts to a selected URL however requires every extra model of a web page to be crawled. As I discussed earlier, Google might make changes because it acknowledges patterns, and these canonicalized URLs could also be crawled much less over time. 

That is what I’d go for by default. But when a website has a ton of points and parameters are uncontrolled, I could take a look at a number of the different choices.


A noindex meta robots tag removes a web page from the index. This requires a web page to be crawled. However once more, it might be crawled much less over time. In case you want alerts to consolidate to different pages, I’ll keep away from utilizing noindex.

Blocking in robots.txt

Blocking parameters in robots.txt implies that the pages should get listed. They’re not more likely to present in regular searches.

The issue is that these pages received’t be crawled and received’t consolidate alerts. If you wish to consolidate alerts, keep away from blocking the parameters.

Web site Audit

When organising a venture in Web site Audit, there’s a toggle within the crawl settings known as “Take away URL Parameters” that you should use to disregard any URLs with parameters.

You too can exclude parameterized URLs within the crawl setup utilizing sample matching.

Blocking a parameter in the crawl setup
Blocking a parameter in Web site Audit.


Enjoyable truth: We solely rely the canonicalized model of pages towards your crawl credit.

Ultimate ideas

Simply to summarize, URL parameters have a variety of completely different use circumstances, and so they might or might not trigger points to your website. Every little thing is situational.

Message me on Twitter when you’ve got any questions.

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