Parameters are essential when it comes to deeplinking. They are necessary in order to create Dynamic URLs and can be introduced with a question mark (?). Furthermore, they include equal signs (=) and ampersands (&). In order to automatically generate the keyword final URL (deep link) for each ad, you have to understand the structure of your online shop. This enables you to use variables in a correct manner. Therefore, deltamethod recommends structuring the webpage in an intelligent and plausible way in order to generate clear dynamic URLs. Technically it should allow anybody to enter a search query through the URL. A clear use of parameters improves your SEA as well as your SEO efforts. Below you can find few examples:
An online store for shoes has several brands, categories, sizes, colors etc. The deep links have to represent it in a structured and appealing manner. Some can be written in a static way, some have to be expressed through parameters. Imagine you have to express the deep link of your ad containing the category “shoes”. This URL should lead you to the part of the online store where you can find shoes. In this case, the category will be displayed as a static text. The deep link might look like this.
Now, imagine the query is more specific. The customer is looking for shoes from the brand “Nike”. Depending on the structure of the website, you could add a parameter to create the corresponding deep link. A possible URL could be:
The deep link is getting more complex, the more specific the search query and, thus, the ad gets. As for example, if a customer searches for shoes from the brand Nike, in blue color, and the size 43, the final URL might look like this:
However, there are several other ways to appropriately structure your website. Try to avoid the use of too many cryptic codes, so they do not become a major part of your deep links.
Structure your webpage in an intelligent and plausible way in order to generate clear Dynamic URLs. Technically it should allow anybody to enter a search query through the URL. A clear use of parameters will improve your SEA as well as your SEO efforts!
- Alessandro Grassano, Associate Account Consultant