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A better CTR means a better ad. The most important factor in a search engine result may be the page

title, but if you’re shopping for blue widgets, and you see the following two results, which one would

you click if you were looking for “blue widgets,” all other variables equal?

http://www.example.com/Products/Blue-Widget.html

http://www.example.com/product.php?id=1

For a real-world example, see Figure 3-1, where I was searching for “Mickey Mouse t-shirt.”

Figure 3-1

URLs and Duplicate Content

As mentioned earlier, if a search engine establishes that many different URLs in a web site contain the

same content, it may not index them at all; in the worst case, if it is done excessively, it may designate

the site as a spam site and penalize it.

Unfortunately, many web sites have been “forced” to create duplicate content because of technical con-

siderations and business rules. However, sometimes there are better solutions to these considerations

and rules. The concepts of the URLs and duplicate content are intimately related. This chapter and the

next discuss the technicalities related to URL rewriting and redirection, and Chapter 5 analyzes the con-

cept of duplicate content.

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Chapter 3: Provocative SE-Friendly URLs

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