What is ?srsltid= in Google Links?

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Recently, many SEO specialists and webmasters have noticed that Google started adding the ?srsltid= parameter to URLs in the organic search results. Previously, the links appeared as clean URLs leading to the target page, but now they look something like this:

https://example.com/?srsltid=AR5OiobG-uFmplXXXXX

This unusual ID raises questions: Why has Google added this parameter? How does it affect SEO? And should something be done about such links?

What is srsltid?

srsltid (abbreviation for Search Result Selection ID ) is a unique identifier that Google adds to links from search results. It is generated dynamically and is used to track specific user actions in the search engine results page (SERP).

The Google Support page mentions that this parameter is related to campaigns or data from Google Merchant Center. For example, if you run a campaign in Merchant and a user clicks on your result in Google, the URL may include this parameter.

The parameter ?srsltid= is automatically added to the URL and is only passed when a user clicks on a search result. You won’t see it in “clean” URLs on the actual sites—it only appears when clicking from the SERP.

Why does Google add ?srsltid=?

The main purpose of this parameter is to improve analytics and track user actions. The parameter helps Google better understand how users interact with the SERP. For example, ?srsltid= may help track:

  • Which specific search result was selected.
  • User behavior after visiting the website.
  • Whether the user returns to the search results page.

This allows Google to gather more data to improve ranking algorithms and personalize its search results.

Another potential reason is to prevent fraudulent clicks. Google aims to recognize genuine user interactions with search results, especially with the rise of automated scripts and bots manipulating clicks.

How does ?srsltid= affect SEO?

Many SEO specialists are concerned about the impact of this parameter on site optimization and organic traffic. Let’s review major considerations:

  1. URL Structure:
    ?srsltid= affects URL length. Google does not penalize such parameters, as it understands that they are added automatically.
  2. Duplicate Pages:
    In theory, the parameter might cause duplicate content issues if Google starts indexing URLs with this code. To avoid such problems, ensure you use canonical tags to point to the original version of the page.
  3. Analytics:
    If you monitor traffic sources in tools like Google Analytics, make sure the ?srsltid= parameter does not clutter your reports. This can be easily fixed by excluding this parameter using filters in your analytics settings.

What can You do about ?srsltid?

To handle this parameter effectively:

  • Set up filters in tools like Google Analytics to exclude the ?srsltid parameter from your reports. This ensures clean and accurate data about traffic sources.
  • Use canonical tags , so search engines know which version of a page to prioritize and index.
  • Monitor your site’s URLs to ensure clean URLs are being ranked instead of those with additional parameters.

Note: If you notice that URLs with ?srsltid= are being ranked instead of your original URLs in organic search, try adjusting the URL generation settings in Google Merchant Center.

In conclusion, the ?srsltid= parameter is an internal tracking mechanism from Google. It’s best not to worry about it too much, but handle it as part of overall SEO optimization practices. Keep your analytics clean and make sure your canonical tags are in place!