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We have a ASP.NET web forms site and our product pages can be accessed from, for instance, ~/product.aspx?id=1234 or through an alias ~/store/a-great-product.aspx.

The product is primarily searched by it's Catalog # (for example H1-GB234-L5)

On this one product, before October 2016, all of the traffic was coming in from the ~/product/aspx?id=1234 URL, but after that all traffic switched over to coming in from the ~/store/a-great-product.aspx URL.

When I Google the Catalog #, the top result is the ~/store/a-great-product.aspx as well.

What makes Google go with one alias, rather than the other one? Anything with Google that would have changed the traffic pattern?

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What makes Google go with one alias, rather than the other one?

Usually the one that is linked to the most (internally and inbound). Presumably you aren't linking to both?!

URLs specified in the XML sitemap. (Although if the XML sitemap is different to your internal link structure then it will carry very little weight.)

You can also specify the canonical (preferred) URL in the rel="canonical" link element.

In this case, you should probably be 301 redirecting to the canonical URL.

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