6 Steps to Get AI to Recommend Your Brand

URL parameters are strings of text you add to a URL that let you track and organize your webpages. You add parameters to the end of URLs after a “?” symbol. They’re also known as query strings.

Here’s an example of a URL with tracking parameters at the end:

yourdomain.com/example-product/?utm_source=facebook&utm_medium=social&utm_campaign=promotion

And here’s an example with sorting parameters:

yourdomain.com/example-product?size=8&color=blue

How Do URL Parameters Work?

URL parameters track user behavior or modify page content without the need for a separate URL for each variation.

No matter the goal, they all follow the same structure.

Structure and Functionality

URL parameters include key-value pairs formatted as “key=value”:

• The “key” is what you want to adjust or track (e.g., “color” or “utm_source”)
• The “value” is the specific setting or data for that parameter (e.g., “yellow” or “newsletter”)

(Note that you can have multiple values for the same key.)

Take, for example, this URL from a Facebook ad that tracks visitor interactions:

eu.huel.com/products/huel-black-edition?utm_source=fb&utm_medium=cpc&utm_campaign=ROE_ACQ_PRO_PURCHASES_7D-CLICK_JJ24_ASC

Here’s a breakdown of its URL parameters using the key-value structure:

• utm_source=fb: “utm_source” is the key, denoting the origin of the website traffic. The “fb” part shows that the traffic is coming from Facebook.
• utm_medium=cpc: “utm_medium” is the key, which stands for traffic medium, while “cpc” indicates the medium as cost-per-click (i.e., advertising).
• utm_campaign: “utm_campaign” is the key, which stands for the campaign name, while ”ROE_ACQ_PRO_PURCHASES_7D-CLICK_JJ24_ASC” is the name of the campaign set by the brand.

Side note: When you have multiple parameters within a URL, you separate each key-value pair with an ampersand (“&”).

Types of URL Parameters

There are two types of URL parameters: active and passive.

Active Parameters

Active parameters change the content or functionality of a webpage dynamically, usually based on user input.

Here’s an example from our website:

backlinko.com/blog/search?query=digital+marketing

Passive Parameters

Passive URL parameters are used mainly for tracking and analytics. They don’t change a webpage’s content or functionality.

Here’s an example from a ClickUp ad:

clickup.com/compare/monday-vs-clickup?utm_source=google&utm_medium=cpc&utm_campaign=trial_all-devices

Why Are URL Parameters Important for Marketers?

Beyond the technical role of URL parameters in building dynamic websites, they also help you analyze and refine your marketing campaigns.

You can use them to:

• Identify which channels drive traffic to your website
• Understand how visitors interact with your website
• Tailor content and user experiences based on visitor behavior
• Evaluate the performance and ROI of your marketing efforts
• Gauge the effectiveness of your influencer marketing campaigns

When Do URL Parameters Become an SEO Issue?

URL parameters can present SEO issues regarding:

• Duplicate content
• Crawl budget waste
• Link equity distribution
• URL structure and usability issues

Duplicate Content Issues

When you use URL parameters to sort or filter items on a site, you may end up with multiple URLs that display nearly (or completely) identical content.

Crawl Budget Problems

URL parameters can result in crawl budget issues.

Link Equity Dilution

URLs That Are Not SEO-Friendly

Best Practices for URL Parameters

1. Use Canonical Tags

Help search engines identify the original version of a webpage by using canonical tags.

2. Limit the Use of URL Parameters

Keep your URLs clean and simple, and avoid using URL parameters unless they’re absolutely necessary.

3. Use Robots.txt and Meta Tags Carefully

4. Use User-Friendly URLs

Prioritize clear, descriptive, and short URLs.

5. Monitor and Audit Your Website Regularly

6. Optimize Your Sitemap

Are URL Parameters Harming Your Website’s Rankings?

URL parameters can inadvertently create duplicate content and potentially create crawl budget issues.