If facet URLs must be crawlable, use & separators, a fixed filter order and 404 for empty results

Google's faceted navigation guide asks crawlable facet URLs to use the standard & separator, keep filters in a consistent order and return 404 when a combination has no results. Said at Search Central Live: many similar-looking URLs leading to the same or empty content can make Google fold a whole URL pattern into one canonical and stop crawling new URLs that fit it.

Normalise the parameter order on the server (redirect or canonicalise ?size=m&color=red and ?color=red&size=m to one order). Use key=value pairs joined with &, not custom separators. Return 404, not an empty 200 page, for combinations with no items. Make indexable facet pages differ in their main content (heading, introduction, items), not only in the title.

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