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Why Did Google Change its URL Structure?

Posted on 11.12.2015

Where Google goes, so should the Web. 

It appears that the search engine has changed the URL structure for queries conducted at So what does that mean to Web professionals? 

The URL for search results has typically or traditionally been both long and detailed, containing numerous parameters. What users will encounter now, however, is a far more friendly - at least visually - URL (see image below). 

One possible reason for the change could be that Google is testing result URLs that will ultimately limit (further limit, really) the collection of some form of useful data to Web professionals. 

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There is a good amount of information that can be parsed by today's analytics solution and changes in URL structure could definitely impact digital enterprises in a negative way (particularly in relation to referral tracking). 

Another possibility is that Google is simply testing out new interfaces and features for the user experience. The speed of the search experience is important to Google (as it should be to you).

Shorter URLs, of course, are definitely better in terms of the user experience. When you look at the URL strings of searches conducted on your own digital property, what do you see? Share with a comment below! 

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