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How-to

– 10 min read –

September 5, 2019

How to adjust static URL on the website

If the dynamic parameters are used for website page transition, the doubles of pages most commonly appear. This situation causes loss of website positions. The static addresses of pages are necessary in the case.

It will help to direct link mass to pages necessary to us more correctly. One more reason to use the static addressing is the possibility to facilitate website navigation for ordinary users this way. It is worth noticing that SNC (software numerical control) is more trusted for the addressee than the sent URL link with GET-parameter.

Why the static URL addresses are necessary

The static address of the page means that the page URL-address and information contained in are constant. Both URL and the content are not formed in the act of visitors' query noticed on the website.

https://yoursiteadress.usa/catalog/coat/model-1/ — here everything is consecutive and legible. Both the contents and address of the page are invariable.

The dynamic address creates new URL and content under the consumers' queries. When there is a lot of such queries, it becomes more complicated to check the aspect of new parameters rise. And when filters and address sortings come into the game, the harmful GET-parameters are formed. Particular these parameters distort the address performance. Look at the following address:

https://yoursiteadress.usa/catalog/coat/model-1?color-black&size-m... – here is well-understandable that get-parameters are presented in the address. It could be the full set of those ones here.

Usually, you can sort goods in terms of filtration procedure according to:

color;
brand;
size;
style;
shape;
ornament.

Each parameter adds new showings to the actual URL address. As a result, new URL-address is generated. Here is one of the examples to take into account. All mentioned above URL have the same contents, as follows "the green dresses collection". The only difference relies in the elements organization paired with various filters used.

PROS of the static addresses

The static addresses may contain key phrases. For example, the links arrangement at forums performs next statistics: CNC has the higher click-through ratio than get-parameters. It could be explained through the last cause suspicions because the search engines which information the link contains.

It is simpler to promote the static address with links. There is no probability to "get the wrong" acceptor address.

3. The website has a clear structure.

CONS of the dynamic addresses

Search engines, having found identical content to the different addresses, begin to group them. Later the search engines define one of such addresses as the most suitable for ranging. So, it is possible to gain the pages with rate equals to zero (0). For example, we have men's Adidas sneakers, the 40th shoe size, white color, made of chamois. Such page with such content will spend the link mass and the crawling budget. And at the same time, people will not search for this page in Google.
The really huge expense of the crawling budget on pages which are less priority for SEO promotion campaign. Besides, such pages are at risk. Any person will be able to substitute values to your GET-parameters. It could cause the doubles generation and the later result – hacked website. At the same time, static URLs could help you to adjust the correct 404-error processing.

Attention! There is irrational to create the static addresses for filters and address sorting range. It is more convenient to leave such pages on dynamic URL.

Filters usually are closed from search engines on a statistical prefix, for example, /filter/. If the filter is constant, it is better to transfer it to website categories/subcategories. If it is a part of GET-parameters, then add one rule, in <head> canonical on the same page. Bur pay attention to one more aspect – you should avoid GET-parameter use.

The static addresses are generally used for important pages for promotion: the main one, primary site sections, categories, subcategories, blog content.

The static addresses for the WordPress website

We are going to use WordPress as an example to show how to adjust the static addresses for website pages. WordPress permanent links settings allow you to change link structure by means of the admin panel.

Open Settings panel. Here it is necessary to find the button "Permanent links". It is shown below how to make it (look at the presented screenshot):

The structure of permanent links (permalinks) is regulated in the WordPress common settings:

"Default" — forms the dynamic addresses.

"Day and the name" — generates the address according to its date.

"Month and name" — adds unnecessary parameter to the URL address.

"Numeric" — does not allow us to place key phrases in the address.

"Post name" — title-pages will be connected with the certain address.

"Optional" — allows to set tags for address formation independently. For example, the categories will be added to the main address. It is necessary to set the following: «/%category%/%postname%/».

To adjust the most suitable URL addresses, it is better to use "Post name" option.

If permanent links in WordPress do not work, check whether 301-redirect from the old addresses is adjusted for new ones. It is necessary in case you run reconfiguration process for the addresses of already working pages.

How to adjust dynamic address processing correctly

Here is the set of recommendations in order the dynamic addresses do not create doubles:

adjust processing of such addresses in Google Search Console;
limit indexing in robots.txt;
close these addresses from search robots with help of noindex meta-tag;
adjust canonical addresses. Canonicals are not always in working condition because it is not a strict guideline, but simply the Google recommendations. It is the most optimal solution to use canonical paired with noindex. This decision will help you to prevent the doubles creation.

It is worth noticing that dynamic addresses are not the evil personification. They could be useful as well. The main task of IT-specialist is to avoid content duplication. The inefficient crawling budget expenditure is also ill-advised.

Do not close from indexation pages with promoted goods. You will save your long-tail queries this way.

It is possible to use Google Console for different configuration procedures.

The dynamic URL addresses configure processing for Google

To adjust processing of Google dynamic parameter, use the URL-address Parameters tool which is built in Search Console. Open URL Parameters and choose "Add parameter":

URL parameters in the Google Search Console

For example, we use the color parameter. Save all changes and see the following:

You need to specify how exactly this parameter influences page contents. Dynamic parameters could be active and passive. Active change page contents. Passive act on the contrary.

If dynamic parameters do not influence the page contents, your work could be considered as the completed one. If parameters still change content, you need to specify some more parameters. Let's turn back to the screenshot and pay attention to the additional specifications:

Do not forget to report to Google about all changes on the page. Specify one more detail – how all these pages need to be scanned correctly by search engines. Let's take a look at all variants Google Search Console offers:

Let Googlebot decide - Googlebot will decide itself what page with such parameter is more attractive for ranging procedure.

Every URL - it gives you an opportunity to define the uniqueness of each URL address. It is used only in case the content is mostly deformed.

Only URLs with value - it scans only the URL addresses with the value you have specified. Other ones are ignored.

No URLs - it does not scan the addresses which contain the parameter specified by you. So this option acts on contrary in comparison with the third specification.

Select the necessary item and do not forget to save all changes. The created parameter will be shown on the operating panel. It will be necessary to run the same procedure for each website dynamic parameter. You can edit or remove parameter processing any time you wish.

Conclusion

Availability of static URL is meant that the page address is constant. It also shows that the address does not change at the act of sorting. While the dynamic addresses could be described the absolute contrary ones. All dynamic addresses add new parameters to the key address of the page.

Main advantages of the static addresses are:

The static addresses contain key phrases.

Such addresses are considered more user-friendly.

It is easier to promote the static address links.

It is more difficult to advertise the link in media and other sources which contains the dynamic address. It happens because this type of address is not remembered by search engines.

This article is a part of Serpstat's Checklist tool

Checklist is a ready-to-do list that helps to keep reporting of the work progress on a specific project. The tool contains templates with an extensive list of project development parameters where you can also add your own items and plans.

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