Tuesday, July 15, 2025

Leslie Rohde

HomeWeb BusinessWhat are the problems in ranking?

What are the problems in ranking?

First, let’s define terms.

Dynamic content generally means that pages are generated by some chunk of software by reading data from a database. This is a common design pattern for big catalog style websites.

But no matter how the content gets generated, it still ends up being just plain-ol’ HTML by the time it leaves your web server. What the browsers and search engine spiders see is no more nor less HTML than so-called "static" pages. So the content itself is certainly not a problem — the URLs might be.

To generate the right output, a catalog style site will typically use one or more parameters in the query string. For example, /product.jsp?model=12&color=green&style=7.

Historically, search engines have not liked these complex URLs because they will routinely lead to a (nearly) never-ending sequence of pages. A "plain" URL — one without a query string — tended to have an advantage over complex URLs.

 

This is not as much of a problem today as it once was, but it is still better to avoid complex URLs. To do so requires the use of a URL rewriting engine like Apache’s mod_rewrite module so it is fairly technical, but once done, a "dynamic" website can be made to look entirely "static".

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