Parsing URL Links

I have a large data set of over 10k+ rows and I'm trying to parse the url link that people of clicked on here is a table: dbo.email_list UserID Cliked_Linked 101012 https:// amz/profile_center?qp= 8eb6cbf33cfaf2bf0f51 052469 htpps:// lago/center=age_gap=email_address=caipaingn4535=English_USA 046894 https://itune/fr/unsub_email&utm=packing_345=campaign_6458_linkname=ghostrider So I tried this code: UPDATE email_list set Clicked_Link= REVERSE(SUBSTRING(REVERSE(Cliked_Link),,CHARINDEX('.', REVERSE(ColumnName)) + 1, 999)) Unfortunately this didn't work. The goal is to have the link split where the '=' sign is and and have anything that is between the equal sign be in its own column This is the result I hope to have UserID COL_1 COL_2 COL_3 COL_4 101012 https:// amz/profile_center?qp 8eb6cbf33cfaf2bf0f51 NaN 052469 htpps:// lago/center email_addres caipaingn4535 English_USA 046894 https://itune/fr/unsub_email&utm packing_345 campaign_6458_linknam ghostrider