The appearance of Google’s srsltid parameter in organic URLs is causing confusion among SEO experts. Originally intended for product tracking, this parameter is now found on blog pages and homepages.
According to a Reddit discussion, the parameter is appearing not just on product pages, but also on blog posts, category listings, and homepages.
Google Search Advocate John Mueller has stated, “it doesn’t cause any problems for search.” However, questions remain.
Understanding the srsltid Parameter
The srsltid parameter is part of Merchant Center auto-tagging, designed to track conversions from organic listings linked to product feeds. When enabled, it appends to URLs in search results, aiding in attribution.
A Google Search Central forum post clarifies that these URLs are not indexed.
“The URLs with
srsltidare NOT really indexed. The param is added dynamically at runtime. That’s why they don’t show as indexed in Search Console… but they may appear in search results.”
Despite not being indexed, these URLs show up in reports from third-party tools.
Why SEO Experts Are Concerned
The srsltid parameter is causing confusion for several reasons:
- Inflated URL Counts: Tools often treat URLs with parameters as separate pages, inflating site page counts.
- Data Fragmentation: Analytics platforms may split traffic between canonical and parameterized URLs, complicating performance measurement.
- Loss of Visibility: Some sites report a drop in clicks and impressions for
srsltidURLs, despite their presence in search results. - Unexpected Reach: The parameter appears on more than just product listings, including static pages and blogs.
An Oncrawl analysis found minimal crawling impact, with Googlebot crawling only 0.14% of pages with the srsltid parameter.
Possible Solutions
Google has not announced any changes to the srsltid parameter. However, you can take action based on your needs.
Option 1: Disable Auto-Tagging
Disable Merchant Center auto-tagging by going to Tools and settings > Conversion settings > Automatic tagging. Consider using UTM parameters for better traffic attribution control.
Option 2: Maintain Auto-Tagging, Adjust Filters
If auto-tagging is necessary:
- Ensure correct canonical tags on all affected pages.
- Adjust caching systems to ignore
srsltidas a cache key. - Update analytics filters to manage
srsltidtraffic.
Blocking the parameter in robots.txt won’t stop URLs from appearing in search results, as they are added dynamically.
Implications for SEO
While the srsltid parameter may not directly affect rankings, its impact on analytics and reporting is significant. When performance metrics shift unexpectedly, SEO professionals must provide explanations. Understanding the srsltid parameter helps mitigate confusion.
Stay informed, apply the right filters, and communicate effectively with stakeholders. For professional assistance, consider Cyberset’s SEO services or explore their Content Marketing and Social Media Marketing solutions.
