April 9, 2024

Are Dynamic URLs Bad for SEO?

When you are navigating a website, you might not be thinking about the URLs of the pages you are viewing. As you click through different areas of the site, your URL will change accordingly to reflect the changes in the web page. These URLs will either be static or dynamic. Static URLs are the URLs that remain constant and do not change with user interaction, whereas dynamic URLs change as a user interacts with a page. But are dynamic URLs bad for SEO?

Dynamic URLs can be bad for SEO due to the fact that they are less user-friendly, they can cause issues with duplicate content, and can affect a website’s backlink profile. They do have a number of advantages however, as they allow flexibility and scalability, efficient data retrieval, personalised user experience, simplified content management, advanced sorting features and temporary content.

Keep reading to find out more about dynamic URLs and how they can impact SEO.

Is a Static or Dynamic Website Better for SEO?

It is not always possible to say categorically whether static or dynamic web pages are more suitable for a website, as both forms of URL have their own advantages and disadvantages. If there is any uncertainty whether or not to use dynamic or static URLs, it is always best to consult an SEO expert.

Dynamic URL Advantages

Dynamic URLs allow flexibility and scalability, efficient data retrieval, personalised user experience, simplified content management and advanced sorting features. This is ideal for websites that contain a large amount of content for users to explore, as a dynamic web page allows database queries without requiring a new fixed URL for every piece of content on the website. It is easier for users to browse the full range of content available with filters and sorting, offering a personalised experience for each user.

Dynamic URL Disadvantages 

Dynamic URLs can be bad for SEO however, as they can cause issues with duplicate content. If a dynamic URL causes extra parameters, it is possible for a website to end up loading the same content with two different URLs, which will be interpreted by Google as duplicate content. It is also possible that search engines will index multiple versions of the same page, which will waste crawl budget on low-value pages. Dynamic pages are also more difficult to target keywords with, as the content changes and keywords will be lost, whereas on static pages the content remains consistent.

Finally, dynamic URLs can have a detrimental impact on a website’s backlink profile, as different websites may be linking to variations of the same dynamic page, which can weaken the backlink’s SEO value for the content.

Find out more about duplicate content in our detailed blog.

Static URL Advantages

A static URL remains fixed irrespective of how a user interacts with the page. Static pages are stored on a server, and when a page’s URL is entered by a user, the page will be displayed exactly as it was stored. This results in URLs with a higher click-through-rate, that are easier for a user to understand and share and have improved indexability and crawlability by all search engines. It is also easier to target keywords with static URLs.

Find out more about indexing and crawlability in our detailed blog.

Static URL Disadvantages

The main disadvantage of static URLs is that a unique URL is required for every page on a website. This means that static web pages are not suitable for interactive, personalised or real-time content. Content management is also more challenging with static URLs, and each page must be edited individually. Any form of user interaction is also limited to the use of third-party services.

Find out more about producing engaging content for SEO in our detailed blog.

Contact the Wildcat Experts

When we begin working with our clients, we complete a full technical site audit to highlight any URL issues that could be impacting your SEO. Find out how we can help boost your business online, and contact a member of our expert team to arrange a consultation.

Dynamic URL FAQs

What is a Dynamic URL in SEO?

A dynamic URL shows the address of a dynamic web page, which can change as a user interacts with a website. For example, if an online shop allows users to select specific parameters to filter results, a dynamic URL would adapt to reflect this user input. This is possible because all of the content for a dynamic web page is stored in a database, and loading the page will generate relevant content depending on the query a user inputs. This in turn produces a dynamic URL that is unique each time the page is loaded.

How do Dynamic URLs Work?

A dynamic URL works by a web page requesting data from a database. This data is then populated on a webpage, which causes the webpage to display dynamically-generated content. 

How can you Tell if a Website is Dynamic?

The easy way to tell if a website is dynamic or not, is to simply check whether you can interact with it. If you are able to create a user profile, comment on a post or make a booking, this is an example of a dynamic website.

Post by

Andy Blanchard

Will Hitchmough


Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.

Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.

Chloe Robinson

Content Strategist Team Lead

With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.

Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.

Paul Pennington

SEO Account Director

Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.

Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.

Nadea van der Merwe

Head of Operations

Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business. 

Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.

Molly Sturgeon

SEO Account Manager

With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management. 

In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.

Libby Oldale

Senior PPC Account Manager

Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.

Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.

Jasmine Savery

SEO Team Leader

Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Team Leader. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.

In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.

Braden Godley

Senior PPC Executive

Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat. 

Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.

Jon Herdman

SEO Executive

After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online. 

Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music. 

Rachel Davies

SEO Executive

Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side. 

Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.

Carl Atterbury

PPC Team Leader

Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.

In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.

Dariusz Baczyk

Team Lead & Technical SEO Account Manager

With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.

In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.

Jamie Stowe

SEO Account Manager

With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!

In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.

Andy Blanchard

SEO Executive

Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management. 

Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.

Siena Russell

Client Success Coordinator

Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond. 

Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.

Thea Chapman

Senior SEO Executive

Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go. 

Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening. 

Tom Brookes

PPC Executive

Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media. 

Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.

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