In a recent update, Google has revised its guidelines on URL parameters, offering clear standards for web developers and SEOs looking to maximize site efficiency and enhance search visibility. By setting these standards, Google aims to simplify website crawling, reduce indexing errors, and prevent SEO issues related to duplicate content and wasted crawl budgets.

Google’s updated Search Central documentation now advises that URL parameters should only use the equals sign (“=”) to separate key-value pairs and the ampersand (“&”) to link multiple parameters. This new guidance consolidates the best practices previously buried in an older blog post on faceted navigation, making it more accessible to those managing website URLs.

Until now, developers were left navigating a confusing mix of symbols like colons, brackets, and commas, which led to inconsistent URLs and, in some cases, search indexing issues. Google’s decision to standardize parameters simplifies the approach and aims to reduce technical SEO challenges, particularly for dynamic websites like e-commerce platforms that use parameters for sorting, filtering, and tracking user activity.

URL parameters play a significant role in website functionality, especially for e-commerce sites or content-rich platforms that use them for things like product filtering and session tracking. However, improperly structured parameters can lead to duplicate content, bloated URLs, and crawling inefficiencies, all of which can hurt SEO performance.

Although Google has stated that using non-standard parameters won’t directly affect rankings, failing to follow the new recommendations can result in indexing inefficiencies. When search bots encounter URLs with complex or inconsistent parameters, they may waste valuable crawl budget indexing redundant or low-value pages, potentially impacting a website’s overall visibility in search results.

By adopting Google’s standardized parameter structure, websites can avoid these pitfalls. This means fewer unnecessary URLs being indexed, allowing Google to focus on a site’s unique, high-quality content.

E-commerce websites, in particular, can benefit from this update. Such sites often generate numerous URLs for each unique product filter, creating a vast number of URLs with similar content. Google’s recommended URL structure helps prevent what’s known as “URL bloat,” a situation where redundant URLs clutter up Google’s index and obscure a site’s most relevant pages.

With a simplified URL structure, online retailers can streamline their site architecture, ensuring Google’s crawlers prioritize product and category pages instead of getting stuck in a web of filtered, less relevant URLs. In effect, this change helps e-commerce sites improve SEO by focusing on their core content and enhancing overall crawl efficiency.

If your site uses non-standard parameters, Google recommends starting with an audit to identify areas that need updating. Here are steps to help make the transition smoothly:

Use Google Search Console or similar tools to identify URLs with non-standard parameters that might need adjustments.

If you’re changing URLs, set up 301 redirects from the old URLs to the new ones to avoid broken links and ensure a smooth transition in SEO performance.

After implementing changes, keep an eye on your site’s crawl stats to check for improvements in crawl efficiency. Google Search Console provides insights into how often pages are crawled, helping you identify any remaining issues.

If you’re launching a new site or considering a redesign, incorporate these URL standards from the start to ensure long-term alignment with Google’s recommendations.

Regularly monitor Google Search Console and Analytics to keep track of site performance and catch potential issues early.

This update underscores Google’s ongoing push for a cleaner, faster, and more organized internet. By refining technical details like URL parameters, Google is promoting a web where structure, simplicity, and user experience are top priorities. The emphasis on streamlined URLs is part of a broader trend toward creating a user-friendly digital environment where sites are easy for search engines to understand and visitors to navigate.

For developers and SEOs, adopting these standards isn’t just about compliance; it’s a strategic step toward future-proofing their websites. As search algorithms evolve, adhering to straightforward guidelines now may make it easier to maintain visibility in search results down the line.

Google now recommends these symbols as the standard for parameter structure. Identify non-standard parameters and consider updating them to align with Google’s preferred format. Redirect old URLs to their updated versions to avoid broken links and protect your SEO performance. Google Search Console can help track crawl efficiency after changes. Incorporate these URL standards into new projects to stay aligned with Google’s guidelines.

By simplifying URL parameters, Google is helping webmasters and developers create sites that are more efficient for crawling and indexing, ensuring only relevant content is prioritized in search results. This change marks another step in Google’s journey to make the internet faster, cleaner, and easier to navigate—benefitting not only website owners but also the users searching for content online.