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Canonicalization is a crucial yet often overlooked strategy in SEO, ensuring that search engines recognize the original source of content.
A strong canonicalization strategy is essential, especially for large-scale sites with thousands of pages. Even smaller sites, however, can benefit by avoiding duplicate content issues that impact rankings and visibility.
This guide covers the essentials of canonical tags, practical implementation strategies and advanced insights for site optimization:
Canonicalization is a technical SEO technique used to specify the preferred version of a webpage when multiple URLs contain similar or duplicate content. It’s like designating an original source or master copy for a piece of content.
By using canonical tags, you tell search engines which URL to index and rank, preventing confusion and ensuring that your website’s authority and ranking power are concentrated on the correct page.
The following are key terms we will use throughout this article:
To implement canonical tags, you’ll typically need to work with your website’s developer or technical team.
Many content management systems (CMS) have built-in features for adding canonical tags, which often automatically self-reference. However, you may need to manually specify a target URL for certain pages, such as product variants or paginated content.
If your CMS doesn’t have built-in canonical tag functionality or you need more advanced customization, you’ll need to work with a developer to add the canonical tag to the <head> section of the HTML code.
The specific implementation will vary depending on your website’s platform and structure.
Canonicalization plays a pivotal role in improving a website’s overall SEO performance.
Search engines have limited resources to crawl and index content, especially for large-scale sites with thousands of pages.
Canonical tags help direct crawlers to the main version of the content, ensuring that the crawl budget is spent efficiently and preventing duplicate pages from being needlessly indexed.
Duplicate or similar content can split ranking equity (think backlinks and engagement metrics) across multiple pages, weakening each page’s authority.
Canonicalization consolidates these signals to a single preferred version, strengthening the page’s overall SEO value.
When multiple pages with similar content compete for the same keywords, it can result in keyword cannibalization, where none of the pages rank optimally.
A proper canonical strategy helps designate the primary page for ranking, maintain focus and avoid competition within your site.
As Google increasingly emphasizes the value of E-E-A-T, demonstrating a clear and authoritative content structure is more critical than ever.
Canonicalization ensures that only the most authoritative version of a page is recognized and indexed, helping boost a site’s overall trustworthiness.
This is particularly important for sites repurposing content across different subdomains or syndicating content across platforms/domains.
A robust canonicalization strategy helps achieve these benefits and ensures a clean, efficient content hierarchy that aligns with Google’s expectations for authoritative, experience-rich and trustworthy content.
Even if you have a single, unique source of content, it’s still a best practice to implement self-referencing canonical tags.
By doing so, you provide a clear signal to search engines about the preferred version of the page.
This can help improve indexing efficiency, prevent potential confusion and ensure that your content is displayed correctly in search results.
Duplicate content issues aren’t always obvious. Subtle technical URL variations can create duplicate pages that negatively impact your site’s SEO.
Below are common pitfalls to watch out for and how canonical tags can address them:
www vs. non-www versions
HTTP vs. HTTPS
Trailing slashes
Capitalization
URL parameters (e.g., Session IDs, UTMs)
Blog tags and categories
This involves using canonical tags to link content on one domain to its equivalent on another domain. Here are common use cases for cross-domain canonicalization:
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It’s time to throw a curveball at you. Let’s say you have a site that has hundreds of blog posts or thousands of products, and they are all hidden behind paginated category pages.
Should each subsequent paginated page (i.e., 2, 3, 4, etc.) canonicalize the first?
The short answer is no. This one is a bit of a trick question, as we’ve been so focused on canonical tags.
However, correct pagination implementation uses a different HTML rel attribute and here’s why.
Canonical tags will hinder the crawling and indexing of the items listed on these pages.
If you have blog articles or products on Page 2 and you want those products or articles to be indexed by Google, don’t implement a canonical tag.
Instead, implement rel=prev/next tags to indicate to Google that this is a page in a series.
This will give higher priority to the top-level page while showing the sequential relationship of the subsequent pages. Because of that relationship, those pages won’t be dinged for duplicate content.
Pagination is where SEO best practices and user experience often collide.
One common rule when handling paginated content stands out:
When to use rel=prev/next
Paginated content should use rel=prev/next to signal to search engines that the pages are part of a sequence.
This helps maintain their visibility in search results and ensures search engines understand the relationship between these pages.
Here is an example of the correct placement of a rel=prev/next on Page 2 of a blog:
Why not rel=canonical?
Applying rel=canonical from all pages back to the first page consolidates ranking equity to the main page but effectively hides the other pages and the pages they link to from indexing.
This can be detrimental for sites with valuable content spread across multiple pages, such as:
Ecommerce sites are often complex, with product pages, category listings and dynamic URLs driven by parameters that create unique challenges for canonicalization.
Properly handling these scenarios ensures a seamless user experience and optimal search engine indexing.
When optimizing an ecommerce giant, you will likely encounter the following.
Product variants
When products have slight variations (e.g., different colors or sizes), each variant may generate a unique URL.
Canonical tags should point to the main product page to consolidate ranking signals and avoid duplicate content issues.
An exception applies if you want each product variant to rank individually. For instance:
Category listings
Pagination for category listing pages has already been discussed above. Implement rel=prev/next in lieu of a canonical tag to indicate their relationship as part of a series.
However, category URLs for ecommerce can go much deeper with the use of URL parameters for session IDs, tracking codes, etc.
This can create multiple URLs that display the same content. In this case, implement canonical tags pointing to the base URL without adding URL parameters.
In this case, you may actually pair a canonical tag with a rel=prev/next.
Faceted navigation (or filters)
Sites with filtering options for products (e.g., price, brand) can inadvertently create many parameterized URLs. This can quickly get out of hand when you suddenly have thousands of pages getting indexed.
The implementation here will be unique to each site. That said, the general rule of thumb is to set the canonical tags to the base category.
In some cases, you can use a custom structure where the first one or two filter combinations are self-canonicalized, while additional filter combinations either canonicalize to the main combinations or are tagged as noindex.
Managing non-essential variations helps control indexing. Let’s take a real work example for a flooring company:
For websites targeting multiple regions and languages, canonicalization becomes even more complex.
A combination of canonical tags and hreflang attributes is necessary to effectively manage duplicate content and ensure proper indexing.
Hreflang attributes specify a webpage’s language and geographical target.
When used with canonical tags, they help search engines understand the relationship between different language and regional versions of a page.
For example, consider a website with English and Spanish versions. For the English version of the product page, you would implement the following:
This tells search engines that the English version is the primary version and the Spanish version is an alternative version for Spanish-speaking users.
Canonicalization, while a powerful tool, can often become a silent culprit if not monitored regularly.
When you work with enough websites, you’re bound to encounter the “canonical ghosts” – unintended changes to canonical tags that can lead to incorrect or missing tags.
These errors can often go unnoticed, as they’re hidden within the codebase and can be introduced through code updates, theme changes or plugin conflicts.
To prevent such issues, monitoring your website’s canonicalization regularly is crucial.
By using a combination of tools and techniques, you can identify and address problems before they negatively impact your website’s search engine rankings.
Google Search Console provides valuable insights into how Google indexes your site’s content. Specifically, the Pages report breaks this down to each page of your site.
Here are some specific issues related to canonicalization that you can monitor in the GSC Pages report:
SEO auditing tools like Screaming Frog and Sitebulb can be used to crawl your website and identify SEO issues related to canonicalization.
Here are some specific things to look for:
By regularly monitoring your website’s canonicalization status using these tools and techniques, you can identify and address issues promptly, ensuring that your content is indexed and ranked correctly by search engines.
SEO is always shifting, and as we move into 2025, the pace of change is only picking up. Canonicalization is no exception to this evolution.
The rise of artificial intelligence (AI) is transforming not just how search engines interpret and rank content but also how SEOs approach and adapt their strategies.
Even long-established practices like canonicalization may need to evolve to stay effective. Here’s what you should be ready for in 2025.
Search engines are becoming more sophisticated in using AI to evaluate content.
While canonical tags have traditionally guided search engines, AI can potentially override these signals if user behavior or content context suggests a different page should take precedence.
This makes it essential for SEOs to ensure their canonical tags align perfectly with the page’s value and relevance.
The tools SEOs rely on are rapidly evolving with the integration of AI.
These advancements could improve how canonicalization issues are identified and resolved, making the process faster and more precise.
Personalized experiences and dynamic content are becoming standard on websites, but they bring complexities for canonicalization.
While AI might help search engines interpret these user-specific pages better, missteps in canonical strategy can still lead to indexing issues.
SEOs must find a balance between providing tailored user experiences and maintaining a logical, crawlable structure that search engines can navigate.
Throughout this guide, we’ve covered the ins and outs of canonicalization – from its fundamental importance to practical applications across complex scenarios.
Canonical tags may seem like a small detail in the broader SEO picture. Still, their correct use can make the difference between a streamlined, high-performing site and one hurt by duplicate content and missed ranking opportunities.
Canonicalization is more than a checkbox; it’s a dynamic, essential component of effective SEO.
By understanding its complexities and continuously refining your approach, you can maintain a strong and authoritative online presence.
Contributing authors are invited to create content for Search Engine Land and are chosen for their expertise and contribution to the search community. Our contributors work under the oversight of the editorial staff and contributions are checked for quality and relevance to our readers. The opinions they express are their own.
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Google AI Overviews showing less often, with less Reddit, data shows – Search Engine Land
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Google appears to have pulled back further on AI Overviews following well-earned criticism about its AI-generated answers giving users incorrect, misleading and dangerous answers.
Let’s dive into new findings from two separate SEO platforms:
AI Overviews reduction. Google is showing AI Overviews less often, though the analyses disagree on the percentage. AI Overviews show for:
This reduction is not surprising – especially after Google responded to criticism and explained how it would improve AI Overviews on May 30.
Citations. Reddit’s visibility dropped in AI Overviews, according to SERanking. It is no longer among the top 10 most cited domains. The top five domains most referenced websites in AI Overviews:
By the numbers. Some interesting findings from SERanking’s analysis:
More findings. Here are other interesting findings from SEOClarity’s analysis:
Why we care. Despite the early hiccups in these early days of AI Overviews, Google continues to evolve in the direction of AI Overviews. Google wants to become an answer engine rather than a search engine. As this shift from Classic Search to AI Search continues, some brands and businesses may be forced to adapt to a new reality with less organic traffic.
The reports. You can read them here:
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Third Door Media, Inc. is a publisher and marketing solutions provider incorporated in Delaware, USA, with an address 88 Schoolhouse Road, P.O. Box 3103, Edgartown, MA 02539. Third Door Media operates business-to-business media properties and produces events, including SMX. It is the publisher of Search Engine Land, the leading digital publication covering the latest search engine optimization (SEO) and pay-per-click (PPC) marketing news, trends and advice.
Meet These 4 Criteria to Rank #1 on Google – DesignRush
Each month we evaluate and recognize award-winning designs in these industries.
Browse the best designs by category:
According to growth marketer and former HubSpot manager Alex Birkett, B2B content needs to meet four criteria to rank #1 on Google.
The 44th episode of the DesignRush Podcast explains why you should play a long-term game when it comes to SEO, as well as which indicators to look at when assessing the quality of the content on your website.
Tune in to the show to learn:
Alex is the co-founder of a content marketing & SEO agency Omniscient Digital. Before starting his agency, he worked on freemium growth at HubSpot where his team invented a new organic strategy called the “surround sound strategy” which led to Semrush building a tool based on this approach. Alex’s team drove thousands of net new freemium signups across their product suite.
In 2024, SEO isn’t just about topping search results – it’s about perfecting user experiences. With 58% of searches coming from mobile devices, the stakes for optimized, engaging content are higher than ever.
Our editor Vianca Meyer discusses with Alex how his agency approaches enabling businesses to scale their organic traffic.
Omniscient usually runs a website through a four-part audit:
LEARN MORE ABOUT SEO: 11 Types Of SEO & How They Can Improve Your Search Engine Ranking
A lot of people think about SEO audits as technical, Alex says.
You pump them through Ahrefs, SEMrush, or Screaming Frog and look at technical issues. That’s one dimension we use, but there are four in total.
One’s going to be a share of search and your visibility about competitors, topics, and the customer journey keywords – we map these out and give the business a visibility score.
Related to that is the content inventory, which I had mentioned before, and that’s gonna be your existing content assets, both the coverage of topics as well as where they fit in the customer journey.
Maybe you’re overweighted on top of funnel terms and underweighted on the bottom funnel. Maybe you’re overweighted on blog posts and underweighted on landing pages.
It’s gonna be an allocation of what kinds of content as well as the quality of the content:
Then there’s technical and UX.
We lump that into the same category because it’s based on the website infrastructure and the readability and findability, Alex notes.
Kosta Hristov, QGP’s founder and SEO lead, also believes that UX plays a major role in the success of modern SEO strategies.
“Here’s how it goes. You acquire links. Then Google gives you a spot on the first page to test your site.
Then it tracks the engagement metrics like CTR, and time on page, i.e. the UX. And if it’s not good enough, it drops you off the first page.
UX is an On-Page SEO factor that needs to be taken care of,” he shares.
Lastly, there’s off-page SEO.
So backlinks – how do you appear off-site? What are the off-page signals that show Google that you’re a reputable source? Usually, the off-page SEO of large companies is incredible, their technical SEO is off the charts. Sometimes, UX could use some work.
In the case of a recent client, the content they had published was pretty good and ranking – they just needed to publish more.
And that was one case where the solution was very simple.
You don’t need an SEO expert to say that if you don’t publish content, you’re not going to rank or attract visitors and convert them. However, we were able to quantify the largest opportunity and say don’t even touch your off-page.
Don’t even touch your technical – you can do micro tweaks as you go later on. We brought this client from their current 2/10 SEO score to a 10/10 by making them publish more content.
Don’t miss all of these keyword opportunities, Alex concludes.
With the latest algo updates, Google emphasizes user-focused content even more to ensure that the quality content that answers user needs ranks as high as possible in the SERPs.
Renowned SEO experts Daniel Foley Carter and Lily Ray previously explained this trend on the DesignRush Podcast.
Alex stresses that all serious businesses should focus their SEO efforts on the long-term game.
We’ve always indexed on the long game – We even call our podcast ‘The Long Game‘. Our core principle is to play long-term games with long-term people. As part of that, we always optimize the content for the user.
Many SEO experts chase everything Google says. Alex argues we shouldn’t care about this but stick to the SEO basics instead.
Ultimately what Google is trying to do is to align the best content to the user intent and create a good experience that allows users to use their search more, click more ads, and bring Google more revenue.
If you skip the platform, you should wonder what would the users want.
They want information from a trustworthy source – somebody who’s done this thing before, an expert. The content needs to be comprehensive and answer the question of the query. There’s search intent alignment.
Hopefully, Google will keep improving.
Alex admits there are a bunch of mid-term steps where Google ranks, for example, Forbes for best blenders. However, he still claims focusing on the long-term game is the best way to increase organic traffic in 2024.
If we look at the long game, we’re doing the right things that are going to parlay into great outcomes, regardless of what happens with Google updates or if SGE takes over.
Whatever the case is, we’re building for that long-term game.
Still, it’s often challenging to recognize where the hidden gems lie when it comes to ranking #1 on Google. An experienced SEO agency can assist every brand in doing so.
Concluding the conversation, Vianca asked Alex to explain how his agency measures the results of their SEO success and what’s the hardest part when it comes to managing client expectations.
Alex’s “simple” answer involves looking at two groups of indicators:
We’ve always been in an agency that attributes ourselves to growth outcomes, Alex confirms.
We map toward business outcomes, not just traffic outcomes. The leading indicators in the search-focused content strategy are going to be the number of indexed pages and visibility – impressions in number 1-3 search rankings and traffic. All of these metrics need to be in place to attract the traffic that’s going to convert.
An example of a lagging indicator is conversion, a qualified lead. In some cases, we have clients who have very advanced revenue and marketing operations that can help us connect data sources.
We’ve got our marketing & website analytics with GA4, and then the client might have a CRM or product analytics so we can stitch that together and say: we’ve attributed this much revenue to the content that we’re producing.
Then, we can build that based on whatever attribution model we’ve agreed on. A lot of the time, last click, sometimes first click, sometimes multi-touch, that’s getting into the weeds a little bit.
For more guides on perfecting your SEO game, check the latest trends on DesignRush.
It’s not always about revenue, Alex concludes.
Startups typically want revenue. They’re very much driven by how much money are they putting into SEO: how much money are they getting out and in what timeframe.
On the other hand, a lot of enterprises have a lot of SEO to do for their market. They’re looking at the overall visibility compared to their competitors. That’s where the share of search visibility comes into play.
We’ll always try to quantify that with an earned media value equivalent – if you were to buy this traffic, how much would that cost? It depends on what goal the client is aiming for, but we always attach it to some meaningful business metric.
If I had to draw some conclusions right now, I’d say the following:
Google’s Martin Splitt: Duplicate Content Doesn’t Impact Site Quality – Search Engine Journal
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Join us in analyzing 3 case studies that show the importance of driving brand search behavior and engagement, and how to do it in months, instead of years.
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Google Search Advocate clarifies that duplicate content poses operational challenges but doesn’t penalize website rankings, offering three practical solutions.
Google’s Search Central team has released a new video in its “SEO Made Easy” series. In it, Search Advocate Martin Splitt addresses common concerns about duplicate content and provides practical solutions for website owners.
Despite concerns in the SEO community, Google insists that duplicate content doesn’t harm a site’s perceived quality.
Splitt states:
“Some people think it influences the perceived quality of a site but it doesn’t. It does cause some challenges for website owners though, because it’s harder to track performance of pages with duplicates.”
However, it can create several operational challenges that website owners should address:
Splitt adds:
“It might make similar content compete with each other and it can cause pages to take longer to get crawled if this happens at a larger scale. So it’s not great and is something you might want to clean up, but it isn’t something that you should lose sleep over.”
Splitt recommends using canonical tags in HTML or HTTP headers to indicate preferred URLs for duplicate content.
While Google treats these as suggestions rather than directives, they help guide the search engine’s indexing decisions.
Splitt clarifies:
“This tag is often used incorrectly by website owners so Google search can’t rely on it and treats it as a hint but might choose a different URL anyway.”
When Google chooses different canonical URLs than specified, website owners should:
The most strategic approach involves combining similar pages to:
Splitt explains:
“If you find that you have multiple very similar pages, even if Google doesn’t consider them duplicates, try to combine them. It makes information easier to find for your users, will make reporting in Google Search Console easier to work with, and will reduce clutter on your site.”
Google Search Console may flag pages with various duplicate content notices:
These notifications indicate that Google has indexed the content, possibly under different URLs than initially intended.
Splitt addresses duplicate content in international contexts, noting that similar content across multiple language versions is acceptable and handled appropriately by Google’s systems.
He states:
“If you find that you have multiple very similar pages, even if Google doesn’t consider them duplicates, try to combine them. It makes information easier to find for your users, will make reporting in Google Search Console easier to work with, and will reduce clutter on your site.”
This guidance represents Google’s current stance on duplicate content and clarifies best practices for content organization and URL structure optimization.
See the full video below:
Featured Image: AnnaKu/Shutterstock
Matt G. Southern, Senior News Writer, has been with Search Engine Journal since 2013. With a bachelor’s degree in communications, …
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SmoothSale Partners with The SEO Works for Strategic Growth – FinancialNews.co.uk
SmoothSale collaborates with The SEO Works to enhance its digital strategy.
SmoothSale, a prominent cash house-buying company in the UK, has initiated a strategic partnership with The SEO Works to manage its SEO and Digital PR strategy, alongside expert website support. This collaboration is aimed at providing homeowners with a stress-free solution for selling homes, minimising delays and ensuring transparency in service costs.
Facing an intensely competitive market, SmoothSale has relied heavily on paid advertising, notably Google Ads, until the rising costs and competition prompted the company to reconsider its current marketing strategies. They identified organic search as a promising avenue to diversify efforts, emphasising on a long-term approach that builds trust with potential clients.
SmoothSale embarked on a search for a capable digital agency that could provide comprehensive, united services to meet their evolving needs. The SEO Works, known for its expertise and a robust record in SEO, emerged as a fitting partner. They conducted a detailed audit of SmoothSale’s website and pointed out essential improvements in SEO compliance.
The SEO Works proposed a strategic campaign involving SEO, Digital PR, and comprehensive website maintenance to achieve significant results. Their detailed strategy, delivered through a cohesive service offering, cemented their position as the ideal agency for SmoothSale’s digital advancement.
Rob Harrison, director of SmoothSale, remarked, “At SmoothSale, our priority is always to make the home-selling process as quick and straightforward as possible for our customers. As the market becomes more competitive, we know it’s crucial to keep evolving. Partnering with The SEO Works gives us the opportunity to strengthen our digital presence, build trust with homeowners, and stay ahead of the curve.”
With limited historical SEO work on the SmoothSale site, the focus of the campaign is to establish a strong foundation using tried-and-tested best practices. Leveraging their award-winning SEO techniques, The SEO Works will concentrate on generating high-quality content and a digital PR link-building strategy to secure authority in search rankings. Several technical changes will also be applied by the web team, ensuring the site is optimised effectively from the ground up.
Alex Hill, sales director of The SEO Works, expressed enthusiasm for the project, “The opportunity to play a part in the growth of an exciting company such as SmoothSale is one that we will truly relish here. Helping companies stand out from the competition within the search engine results is what we do best, and I’m confident we can make this happen by following our award-winning approach.”
The partnership between SmoothSale and The SEO Works exemplifies an adaptive strategy to thrive in a competitive market through enhanced digital capabilities.
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The Trunk Trailer: Gong Yoo, Seo Hyun Jin’s K-Drama Is Packed With Mysteries – News18
The trailer for the much-anticipated Netflix K-drama The Trunk has finally been unveiled. The upcoming series stars Squid Game fame Gong Yoo and Seo Hyun Jin in the lead. Directed by Kim Kyu Tae, The Trunk is based on the same-titled novel by Kim Ryeo Ryeong. The upcoming show centres around a lonely woman Noh In Ji (Seo Hyun Jin), who is an employee of the NM (New Marriage) organisation. The job demands her to live with a “contract husband" every year. Things change when Han Jeong Won (Gong Yoo) decides to take the help of the company to save his previous marriage.
The trailer opens with Noh In Ji fixing Han Jeong Won’s bow. She tells him, “I see your former wife recommended us to you." Soon they exchange vows and start their life as a “contract couple". One day, when a mysterious trunk is recovered from a lake, Jeong Won finds out that the NM is riddled with secrets and there is more to the firm than what meets the eyes. In an interrogation room, Han Jeong Won says that the trunk’s owner is his wife. To this, the police officer asks, “Which wife" indicating a complex situation.
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At one point, Han Jeong Won asks Noh In Ji what’s the point of a fake marriage. She replies, “Maybe they wish to hide their loneliness so desperately, that they are willing to cling to a facade." The trailer shows Han Jeong Won missing his actual wife dearly but as the days pass by he grows close to Noh In Ji. The video is laced with several mysteries waiting to be solved while an eerie vibe makes up for a stunning visual treat. Emotional outbursts and heavy dialogues add an extra dose of flavour.
In the closing few seconds, Noh In Ji says, “The idea of marriage disgusts me." Contradicting her point, Han Jeong Won says, “Who knows? We might be destined to be together." Dropping the trailer on Instagram, Netflix wrote, “A secret marriage service is uncovered when a trunk washes up on the shore, revealing the strange marriage between a couple in the thick of it all."
The Trunk will be streaming on Netflix from November 29.
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