What is Link [link] Product Attribute? Google Free Listings (2025)

Shoppers expect to reach the exact product page they’re interested in—no detours or forced signups. The Link [link] attribute lets you specify the exact URL where users land after clicking on your free listing. When done correctly, it boosts trust, encourages conversions, and helps Google show your products to the right audience.

Whether you only sell in one domain or have a separate mobile-optimized site, mastering the Link [link] attribute is critical. By guiding prospective buyers to the right page, you streamline the shopping experience and maximize the impact of your free listings.

What are Free Listings? Google’s free listings let you showcase products across Google Search, Maps, YouTube, and the Shopping tab—without paying for ads. As long as you meet the basic requirements, your products can appear in relevant organic searches. That makes a precise Link [link] even more crucial for ensuring interested users land on the correct product page.

Google Merchant Center is your hub for uploading product data—like your product link [link]—and for monitoring policy compliance. Get this attribute right to avoid disapprovals and improve user satisfaction.

Minimum Requirements for Link [link]

Google enforces specific rules to ensure that users always land on a relevant and fully functional page:

1. Use a Mobile-Friendly Landing Page: Even if you submit a separate mobile link [mobile_link], your main link [link] must also work well on smartphones or tablets.
2. Always Start with http or https: A valid URL includes “http://” or “https://” and follows RFC 3986.
3. Stick to Your Verified Domain: The URL domain you submit must match the one you verified in Google Merchant Center.
4. Allow Google to Crawl Your URL: Make sure your robots.txt doesn’t block Google’s access. If Google can’t crawl your link, your product might not be listed.
5. Replace Symbols with URL-Encoded Characters: For instance, an ampersand “&” should be replaced with “%26.”
6. No Forced Registration: Users shouldn’t have to sign up or log in just to view the product after clicking on your listing.
7. Submit Only One link [link] per Product Variant: Multiple link [link] attributes for the same product can lead to confusion. Provide a single, consistent destination.
8. Use Legally Required Redirects Where Needed: Some products may require an age verification or regional compliance page. After that page, ensure the final landing page still meets all requirements.

Link [link] vs. Mobile Link [mobile_link] vs. Ads Redirect [ads_redirect]

Google provides different URL attributes to handle a variety of use cases:

A) Link [link]

This is your primary landing page URL for any user or device. If you only supply link [link], both mobile and desktop users will go to this page.

B) Mobile Link [mobile_link]

If you maintain a separate mobile-optimized site, this optional attribute lets you send smartphone and tablet users to a device-friendly version of your product page. When provided, Google will generally use mobile_link [mobile_link] for mobile shoppers.

C) Ads Redirect [ads_redirect]

This optional attribute is mainly for paid Shopping ads that require special tracking or custom campaign parameters. When ads_redirect [ads_redirect] is included, users who click on your Shopping ads see that tracked URL, while free listings default to link [link] or mobile_link [mobile_link].

Best Practices

Follow these guidelines for a seamless landing-page experience:

• Use a Stable URL: Don’t change your product URL needlessly (e.g., adding timestamps). Frequent URL updates cause re-crawling and potential downtime in visibility.
• Pre-Select the Correct Variant: If your product comes in different sizes or colors, link directly to the variant shown in your feed. Consistency drives conversions and user satisfaction.
• Limit Redirects: Each redirect slows down page load times, which can frustrate shoppers and hurt engagement.
• Keep Domain Consistent: Ensure that your redirects all stay within your verified domain to avoid errors or disapprovals.
• Avoid Google Ads ValueTrack in Link URLs: Use ads_redirect [ads_redirect] or Google Ads tracking templates for advanced tracking. Keep your link [link] clean and straightforward.
• Implement Schema.org Microdata: Align your landing page elements (product name, price, availability) with your Merchant Center feed to build shopper confidence and improve data accuracy.
• Consider Canonical URLs: If you use tracking parameters in link [link], provide your canonical page URL via the Google Search index [canonical_link] attribute. This ensures Google understands which page to index. Alternatively, use “noindex” tags if you don’t want your tracking URLs indexed.

Pro tip: Use an AI tool to optimize your product feed

Examples

Below are common pitfalls and best-practice approaches for the Link [link] attribute. Notice how the “After” column focuses on direct, user-friendly URLs.

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Pro tip: See two Google product feed examples (from 2 different online stores)

Why the Right Link Matters for Free Listings

When potential customers see your free listing, they expect a smooth, direct path to the product page. A confusing or incorrect URL can kill a sale instantly. Moreover, Google’s matching algorithms rely on your product feed accuracy to rank your listings. If your Link [link] misdirects or returns an error, you risk reduced visibility or outright disapproval.

Clarity in link destinations also builds shopper confidence. By matching the product shown in your listing with the item they find on your site, you reinforce trust and increase your chances of conversion. A poor or broken link wastes both your ad potential and a user’s time—risking negative brand perception.

Common Pitfalls & How to Avoid Them

Even if you’re experienced, it’s easy to slip up:

• Using a Non-Verified Domain: Make sure your Merchant Center domain matches your submitted URL. A mismatch often leads to disapproval.
• Forgetting HTTPS: Modern users and platforms expect secure connections. Google’s policies also push for HTTPS wherever possible.
• Redirect Overload: Multiple redirects slow load times and risk technical hiccups. Simplify your link path whenever possible.
• Requiring Logins: While brand loyalty programs are great, forcing sign-ups before users can view a product page often leads to high bounce rates.
• URL Parameter Overkill: Parameters like “sessionID=12345” can bloat URLs and increase the likelihood of errors or duplications in your feed.
• Ignoring Robots.txt: Accidentally blocking Google’s crawlers means no free listing. Double-check your site settings to keep your product pages open for indexing.

Related Attributes

Correctly managing product attributes in your feed ensures that Google displays your items to the right audience. Keep an eye on the “Needs attention” tab in Merchant Center to fix any potential issues. If you use structured data markup, match each attribute to its schema.org counterpart for maximum clarity.

FAQs About Link [link]

Does an incorrect domain name lead to immediate disapproval?

Yes. If the domain in your link [link] differs from the domain you verified in Google Merchant Center, your product is at risk of disapproval. Always confirm your domain before submitting product data.

Can I use my store’s homepage as the link [link]?

Technically, yes, but it’s not recommended. Shoppers expect to land on the exact product page. Directing them to your homepage can result in confusion or additional steps that can reduce conversions. Use the product-specific page whenever possible.

Should I create separate URLs for different variants?

Yes, especially if color, size, or other characteristics materially change the product. Linking directly to the correct variant ensures that shoppers don’t abandon the page in frustration. Pair this with accurate variant data in your feed (e.g., color [color], size [size]) to help Google match you with relevant searches.

Do I need mobile_link [mobile_link] if my site is responsive?

You don’t have to. If your site automatically adjusts for mobile devices, you can stick with a single, responsive URL. However, if you offer a distinctly optimized mobile experience (like an m-dot domain), you can benefit from providing mobile_link [mobile_link].

Is tracking allowed in link [link]?

Small tracking parameters are allowed, but avoid anything excessive—particularly Google Ads ValueTrack parameters. These belong in ads_redirect [ads_redirect] or your Google Ads tracking template. Also, consider using the Google Search index [canonical_link] attribute if your link contains many tracking parameters.

What about landing pages that require adult-verification or age-gating?

You can display a compliant, legally required age-verification interstitial, but the final product page must remain accessible without additional hurdles like forced registrations. Users must be able to view your product page after passing any required check, or your listing could be disapproved.

Can I change my link URLs frequently?

While you can, it’s not optimal. Every URL change triggers a fresh review and re-crawling by Google, which can affect your feed consistency and slow down your visibility. If your product page stays the same, keep the URL stable to maintain your ranking and user familiarity.

Conclusion

Getting the Link [link] attribute right is about more than just compliance—it’s about offering a frictionless path for potential buyers. By providing a stable, secure, and accurate URL, you reduce bounce rates, encourage trust, and improve your product’s overall performance in Google’s free listings.

Stay vigilant about domain verification, HTTPS usage, and redirect counts. Whether you have a single responsive page or separate mobile URLs, ensure that your link structure satisfies both Google’s indexing needs and users’ expectations. In a world where one click could mean winning or losing a sale, a well-crafted link can make all the difference.