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Handling URL parameters for SEO

About SEO:

Content is magic! Creating the right content goes a long way in getting half the work done for marketing purposes. And the right content reaching the correct potential customer is what makes any business successful. Search Engine Optimization (SEO) is all about optimizing the search process for any website thereby attracting the organic audience to that webpage. The search engines use algorithms in ranking the websites based on various factors such as relevance, query, readability, source settings, and security aspects. And the webpage’s content developer should keep these points in mind while designing the search structure of that website.

Handling URL parameters for SEO:

URL refers to the part of a website link followed by a question mark, ampersand, equals to or any other attribute. URL of any webpage plays a vital role in the ranking of the webpage by the search engine. It is based on its closeness with the user’s search and if not handled properly can cause serious confusion. This will cause problems for both the search engine and the end-users, eventually hampering the website’s business. So, making an SEO-friendly URL is important for any e-commerce platform. Some of the SEO tips for optimizing the URL selection is described below:

  • Proper choice of the top-level domain: Choosing an appropriate top-level domain such as .com instead of some informal or relatively unknown domain names is vital for building a user’s trust. The authenticity of any URL attracts more correct customers although this might not be a ranking factor.

  • Security aspect: With the increase in cyber-crimes, the users tend to be more cautious regarding their choice of searching stuff. Using HTTPS rather than HTTP in the URL makes a secure connection. It is favoured by the search engines and hence, increases the ranking of the page.

  • Placing the right keyword for SEO: For grabbing the attention of potential users, a relevant keyword is a must. Also, one should avoid repetition of the keyword in subsequent folders which can lead to being recognized as spam.

  • Using safe characters: Keeping the URL simple and avoiding superfluous characters such as any preposition or conjunctions is very necessary. Also adding empty/blank spaces, brackets creates issues with the browser.

  • URL length and case sensitivity: A good rule of thumb for URL optimization is using lower-case characters in URL and hyphens for separating words rather than underscore. Restricting the URL length while explaining the general meaning is necessary.

  • Limiting folder hierarchy: URL optimization is best served by limiting the number of folders or by simplifying the description. Maintaining a maximum of two folders with words separated by hyphens is a good practice. It is eye-catching and easier for search engines to decipher. A well-crafted SEO with the logical order of folders increases readability and user-friendliness and hence the page’s ranking.

  • Avoiding dynamic URL strings: A static URL is used when the content of a webpage is not usually changed whereas a dynamic URL runs on the scripts and are results of a search within a website. So, for SEO purposes, one must stick to using static URL strings having a logical folder structure and relevant keywords.

  • Future-proof structure: Sometimes ill-structured URLs make the websites become conflicting paths for similar products, giving wrong signals to search engines and disrupting the user’s search process. Therefore, constructing a well-structured URL for years to come is essential for any rising e-commerce platform. Proper communication within the product team before launching changes and working in advance to structure the site’s URL is essential.


It can be concluded from the above points that URL optimization is mainly focused on increasing readability, relevance, security, and user-friendliness. Coming to technical aspects, choosing proper domain names, optimal characters, HTTPS protocol, browser compatible formats are a must. Handling URL parameters can be a tricky business but keeping it crisp, static, and to the point is the key. Thus, optimization of the URL structure for SEO is very much vital for the growth and popularity of any e-commerce websites or online product-based companies.

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