If you have noticed extra parts of a web address being added after a question mark, you probably came across query strings and URL parameters. These might sound like technical jargon, but in reality these are simple concepts once you dissect them. They are fundamental to how websites serve you the right content. We discussed what are URL parameters in an earlier blog post. Here, we are going to discuss the comparison between query strings and URL parameters, and the significance of that. Also, we will explain how these can be used to enhance your online campaigns. Ready to get started and understand it better?
Starting with URLs
Getting a firm hold of query strings and URL parameters is easier if you first understand what a URL is. URL is short for Uniform Resource Locator, and it’s basically the address you enter in your browser to open a webpage. For example, when you type https://example.com/products, you are directed to a certain place on the internet. However, URLs can serve new purposes apart from just pointing to a page. They can bear additional information which instructs the website on what to show or how to behave. This is the function of query strings and URL parameters.
Definition of URL Parameters
To convey certain commands to a website, URL parameters are characters added to the URL. They appear right after a question mark and always come in pairs called key-value pairs. Each pair contains a name (the key) and a detail (the value), linked together by an equals sign. If there’s more than one pair, they are separated by an ampersand (&). See this URL: https://example.com/shop?product=shoes&size=10. Here, product=shoes and size=10 are the URL parameters. product and size are the keys while shoes and 10 are the values.
With the help of these parameters, web designers can modify how the page appears. So, the site may display only the shoes that are size 10. URL parameters are a great tool for organizing items, icon selections, or even tracking the way you came to the page. It is like sending little messages to a site to make your experience a personal one.
What is a Query String?
The query string is the part of the URL from the question mark including all the URL parameters. In our example, https://example.com/shop?product=shoes&size=10, the query string is ?product=shoes&size=10.
It is the complete set of instructions and the URL parameters are individual elements of the query string. Imagine the query string as a list you prepare for the grocery store and the URL parameters as the items on that list. In unison, they instruct on what you are looking for a site.
URL Parameters vs Query Parameters: Same or Different?
The term “query parameters” may pop up and you might wonder what it stands for. Is URL parameters vs query parameters two separate concepts? Mostly, they are just alternate terms for one and the same thing: key-value pairs in the URL.
Therefore, product=shoes can be called either URL parameter or query parameter, depending on the speaker. In fact, the query string is the entire piece after the question mark, and parameters are pairs inside it. Often, the confusion arises because people use these terms interchangeably, but in reality, they usually refer to the same thing.
Exploring Query String Parameters
The phrase query string parameters is used occasionally and it also describes the key-value pairs inside the query string. For instance, in ?category=books&sort=price, category=books and sort=price are the query string parameters. These details may be used to filter a list displaying only books, to sort them by price, or to identify the link you used to get there. Query string parameters are a fundamental ingredient for websites to make your interaction more personalized and engaging.
Consider that you are attending a virtual store and you want to view only laptops priced below $500. The URL could then be https://example.com/tech?type=laptops&max_price=500. The query string (?type=laptops&max_price=500) contains the query string parameters (type=laptops and max_price=500) which direct the site to display exactly what you want.
How They Work Together
Here is a simple example of how query strings vs URL parameters can work as a team. Suppose you are reading a blog and you want to get travel articles written in 2023. When you click the filter, the URL changes to https://example.com/blog?year=2023&topic=travel.
The query string here is ?year=2023&topic=travel while the URL parameters are year=2023 and topic=travel. The site processes these inputs and presents you with travel-related blog posts from the year 2023. Without that query string, the site wouldn’t know what to display.
It’s very similar to food ordering actually. The query string is your whole order, and the parameters are the individual details—something like “pizza with extra cheese” gets broken down into a “food=pizza” and “topping=cheese”. The website then processes your order and serves you exactly what you requested.
Reasons Why It’s Helpful
It’s not enough just to be aware that query strings and URL parameters are two different things. Particularly, if you are a web developer, marketer, or an analyst, the knowledge becomes very handy.
Firstly, it will be very helpful in communicating with your team. When people refer to the query string, they mean the entire set, not just a single parameter. On the other hand, it is the cornerstone of tracking.
Besides, if you are developing a website, learning and understanding query strings and parameters opens the door to making user responsive pages. After all, the focus is on making the web a better place for users.
How Marketing and Analytics Benefit from Query Strings
One of the top practical applications of URL parameters is the identification of the origin of your website visitors. Marketers embed a set of parameters called UTM parameters (an acronym for Urchin Tracking Module) in links that are shared through emails, online ads or social media posts. Therefore, a URL could be like this: https://example.com/sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale.
The above three parameters — utm_source, utm_medium, and utm_campaign — guide the analytics software such as Google Analytics in figuring out exactly which path took the visitor to your site. Are they from email, a social media post, a paid advertisement? Without these parameters, all such traffic would appear as unknown.
Thanks to these parameters, you gain a clear insight as to which of your marketing activities are successful. That’s why next time you open a link from promotional email which has a long string of parameters in the browser address bar, those parameters are actually in use.
Query Strings and SEO: Things You Should Know
If you own a website or are interested in its ranking in search engines, query strings might be something worth your while. For example, https://example.com/shoes?color=red and https://example.com/shoes?color=blue may appear to Google as different web pages although they contain almost the same information. This scenario may cause the problem of duplicate content.
The great thing is that you are not left helpless. With canonical tags you let the search engines know which URL is the ‘real’ one. You can also set your website up so that URLs with certain parameters are disallowed for crawling. Google Search Console even provides a URL Parameters tool to you to assist in this. Simply put: query strings can do a lot but if SEO is involved, they need extra care.
Figuring Out URL Parameters on Your Browser Straightaway
Access to URL parameters does not require you to be a programmer — your web browser shows you a glimpse every time you open a web page. When performing an online search next time, glance at the URL bar – it will contain something like ?q=your+search+term. This is the query string in operation, sending your search terms to the Google server.
In fact, jumping right in by yourself is totally possible. Just pick an online store as a test location and apply a filter. See how the URL is changing? Most often, each new filter adds or changes a parameter. If you are serious about exploring, browser’s developer tools (usually triggered by pressing F12) have a ‘Network’ tab where you can find detailed information of any request, parameters included.
Pitfalls to Avoid
There are a number of mistakes that can make you struggle when working with query strings and URL parameters. For one, without the question mark, the parameters simply won’t work. Another common fault is not using the proper separator: use an ampersand (&) between pairs, don’t use a comma or other characters. And since URLs are visible to everyone, don’t expose sensitive information like passwords by putting them there. Lastly, don’t burden the URL with too many parameters—it tends to become both visually ugly and difficult to handle.
Do’s and Don’ts
Here are a few reminders that will keep the URLs correct and tidy: accurately label your parameters names – use color instead of a cryptic letter like ‘c’.
When your values have spaces or special characters, encode them – e.g. change a space into %20. Prepare a plan for when a parameter is missing, e.g. display a default page. And always do URL tests to verify that they perform as expected.
In the end…
Finally, query strings and URL parameters are actually a pair of the same coin. The query string is everything after the question mark, and the URL parameters or query string parameters are the key-value pairs inside it. Basically, sorting out query strings vs URL parameters is just about the words, most of the time, they mean the same thing. Next time you see a URL with a question mark, you’ll understand the story behind it. Pretty cool, huh?
