There has been considerable confusion recently about Google’s ability to index dynamic URLs, mainly due to Google’s blog post about static vs dynamic URLs

For search engine optimisers as well as website owners, there seems to have been difficulties understanding exactly what Google is saying, and therefore what changes need to be made.

In an attempt to clarify the position, Stephan Spencer has posted this article on Search Engine Land outlining the changes Google is recommending that are made, and those which are unnecessary.

It is a given anyway that a URL which is short and keyword rich will figure more highly in the SERPs and receive around twice as many clicks than one which is full of query strings, but for some website content management systems, the idea of producing a URL based on, for instance, the article title or product name, is still novel.

Until recently, many SEO companies sought to use rewrite techniques but this can be complex and is not generally recommended unless you have the required expertise, and can manage not to hide parameters that Google (or other search engines) may need to analyse the content.

For many website owners who are already doing well from search engine optimisation with dynamic URLs, the advice would seem to be: if it ain’t broke, don’t fix it! Google are advancing their technologies to cope with the complexity of dynamic URLs and database driven sites, so let them do the hard work!

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ClickThrough is a digital marketing agency, providing search engine optimisation, pay per click management, conversion optimisation, web development and content marketing services.