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Understanding Canonical Tags:
Actual Tips and Best Practices

Canonical tags play a crucial role in helping search engines understand which version of a webpage should be indexed. This guide will cover the essentials of canonical tags in SEO, their implementation, best practices, and common pitfalls to avoid.

  1. What Are Canonical Tags?

A canonical link (also known as a canonical tag, canonical URL, or URL canonicalization) is added to a webpage's HTML to indicate the content's preferred version. This addresses SEO issues related to duplicate content, which arises when multiple pages with different URLs display identical or similar content.

When a website has a page accessible through various URLs or multiple pages with similar content (like mobile and desktop versions), search engines select one URL as canonical while treating the others as duplicates.

It’s essential to explicitly inform search engines which version of the page should appear in search results. This is done by specifying the preferred URL in the <head> section of the pages you want to exclude from indexing.

For instance, if the preferred URL for the page http://www.site.ru/catalog/page-2 is http://www.site.ru/catalog, you would add the following code to the page http:/ /www.site.ru/catalog/page-2:

<link rel="canonical" href=" http://www.site.ru/catalog "/>
How to view the canonical URL in source code

2. Why Are Canonical Tags Important for SEO and When to Use Them?

The canonical URLs plays a crucial role in SEO by informing search engines which version of a page is the primary, the original, and a duplicate. Websites often have multiple pages with similar or identical content under different URLs, and canonical tags help search engines avoid indexing and ranking all of these duplicates.

For instance, product pages may have several URLs with different parameters, such as sorting options or size filters:

https://www.shop.com/clothes/trousers.html
https://www.shop.com/clothes/trousers.html?Size=XL
https://www.shop.com/clothes/trousers.html?Size=XL&color=white

Canonical tags tell search engines to prioritize the main URL and disregard the variations, ensuring that the correct page is indexed and displayed in search results.

Beyond preventing duplicate content issues, canonical tags offer significant SEO benefits:

1. Consolidate PageRank
Canonical tags help to consolidate link equity (PageRank) from duplicate pages into the primary, canonical version. When duplicate pages receive backlinks from external sites, they dilute the link equity for the main page. All PageRank is funneled into the main URL using canonical tags, boosting its ranking potential.

2. Manage Syndicated Content
Canonical tags can distinguish between the source of content and republished versions. When content is syndicated across multiple sites, Google must decide which site to prioritize in search results. By setting canonical tags on republished pages, website owners ensure that the source is given preference in search rankings.

3. Improve Crawling Efficiency
Canonical tags optimize search engine crawling by focusing resources on the most important pages. Duplicate pages unnecessarily consume a crawl budget, which can slow down the indexing of valuable content. Canonical tags direct search engines to prioritize the main pages and crawl duplicates less frequently, ensuring efficient use of crawl resources.
As Google states, "The canonical page will be crawled most regularly; duplicates are crawled less frequently to reduce Google crawling load on your site."

4. Manage HTTPS and HTTP Versions
If your website supports secure (HTTPS) and non-secure (HTTP) versions, it's essential to use canonical tags to indicate which version should be indexed and ranked by search engines. The preferred version should be the secure HTTPS protocol, ensuring better search rankings and security for users. Canonical tags prevent search engines from indexing both versions, consolidating traffic, and linking equity to the secure version.

5. Streamlined Data Tracking
Content hosted across multiple URLs can complicate tracking and aggregating data for specific products or topics. Canonical tags help simplify data tracking by consolidating metrics under a single URL, allowing for more accurate statistics on user behavior, conversions, and other key performance indicators (KPIs). This is particularly important for large e-commerce sites with multiple URLs for a single product.

6. Handling Parameterized URLs
URLs with parameters, such as tracking codes or filters (e.g., ?utm_source=, ?size=XL), can clutter search results and dilute SEO efforts. These parameterized URLs may display the same content as the main page but with slight variations. Using canonical tags tells search engines to ignore these variations and focus on the primary URL, ensuring better indexing and ranking for the main content page. This also helps avoid duplicate content issues arising from these parameters.

3. Additional Scenarios for Using Canonical URLs

1.    301 Redirect or Canonical?
If you're debating between using a 301 redirect or a canonical tag, the general rule is straightforward: always use a 301 redirect if possible. Redirects are preferable because they permanently transfer users and search engines to the preferred URL. However, setting a canonical URL is a good alternative if a redirect is not feasible for technical reasons or might negatively impact user experience.

2.    Is It Necessary for a Page to Have a Self-Referencing Canonical URL?
It's often debated whether a page should include a self-referencing canonical tag. We recommend that every page have a canonical tag, and Google supports this approach. Many content management systems (CMS) allow URL parameters without altering content. For example, these URLs might display the same page content:

https://example.com/catalogue/new-products/
https://example.com/catalogue/new-products/?price=300
https://example.com/catalogue/new-products/?filter=with-discount
https://example.com/catalogue/new-products/?filter=red+blue

If you don't have a self-referencing canonical tag pointing to the cleanest version of the URL, you risk potential duplicate content issues. Including a self-referencing canonical tag on every page prevents other sites from inadvertently (or intentionally) causing SEO problems for you.

You also can’t control when someone links to your site using a non-canonical URL, such as https://www.example.com instead of https://example.com/. In this case, there’s a risk that the non-canonical version may begin to accumulate traffic.

3.    Canonical URLs Across Different Domains
In some cases, the same content might appear on multiple domains. For instance, specific sites or blogs republish articles from other sources, such as when content is relevant to their audience. Each republished article should include a rel=canonical link to the source in such scenarios. This ensures that any links pointing to the republished version contribute to the ranking of the original article. Using cross-domain canonical tags, both the content originator and the republishing site benefit—republishers get valuable content, while the original site maintains control over search engine ranking.

4. How to Add a Canonical Tag?

Let's say you have two versions of the same page with identical content, but they're located in different sections of your site. The only differences are the background color and active menu items. Both pages have been linked to other sites, so the content is valuable. Which version should search engines display in the results?

This scenario is common, especially in e-commerce systems where a product can have multiple URLs. That’s where the rel=canonical tag comes in. Here’s how to use it:

  • Choose the Canonical Page

For example, you have these two URLs displaying the same content:

https://example.com/catalogue/new-products
https://example.com/catalogue/products/new

Select one URL as canonical, ideally with more links or traffic. If both are equal, choose one.

  • Add the rel=canonical Tag

Next, add a rel=canonical link to the chosen canonical version from the non-canonical page. Manually, this involves placing the rel=canonical tag in the HTML header of the non-canonical page. For instance, if you chose the shorter URL as the canonical version, the non-canonical page should include this in its <head> section:

<link rel="canonical" href=" https://example.com/catalogue/new-products/" />

This effectively consolidates the two pages from a search engine’s perspective. It’s a “soft redirect,” merging both URLs into a single canonical version, helping your page reach its full ranking potential without redirecting users.

Implementation in Popular CMS Platforms:

  • WordPress: Many SEO plugins automatically add canonical tags. You can manually specify the canonical URL in the plugin settings if needed.
  • Shopify: Shopify automatically generates canonical tags for product and category pages but allows customization.

5. Best Practices for Using Canonical URLs

When implementing canonical tags, ensure that both pages have (nearly) identical content. This means the pages' text, images, and overall structure should be identical. Suppose the pages only share a similar topic but differ in content. In that case, search engines may disregard the canonical link, or, in some cases, Google might ignore all canonical links on the site in the future. For example, this issue can arise if multiple canonical tags are placed on a single page.

Note: Remember that Google treats the canonical tag as a suggestion rather than a strict directive. If the search engine finds valid reasons to prioritize another page for indexing and ranking, it may disregard the canonical tag entirely.

Recommendations for Proper Use of Canonical Tags

  1. Canonicalize the Right Page: Always point to the most relevant and high-quality version of a page to consolidate authority and avoid duplicate content.

2. One Canonical URL Per Page: Every page should have one clear canonical tag pointing to the correct URL to avoid confusion for search engines.

3. Self-referencing Canonical Tags: For pages that are the original content, ensure they have a self-referencing canonical tag (i.e., the canonical URL is the same as the current page URL), ensuring clarity and avoiding potential issues with duplicate URLs.

4. Consistent Protocol: Use HTTPS consistently if your site is secure. Avoid mixing HTTP and HTTPS in canonical URLs to prevent conflicting signals to search engines.

5. Ensure the Canonical URL Points to a Live Page: By adding the rel="canonical" tag to your page, you direct search engines to the preferred version of the page to display in search results. Ensuring that the URL specified in the rel="canonical" element points to an actual live page is crucial when using canonical attributes. If the canonical link points to a non-existent page, it disrupts crawling and indexing, reducing efficiency and wasting your crawl budget.

6. Add Canonical Tags to Every Page (Except Noindex Pages): It is advisable to include a canonical tag on all pages unless marked with a "noindex" directive. Even if the canonical URL points to itself, it clarifies to search engines that this is the preferred version of the page.

7. Verify the Target Page Exists and Is Indexable: Make sure the target page of the canonical link exists and does not include a "noindex" directive in the meta tags. Additionally, this page should be the one you want Google to display in search results.

8. Avoid Canonical Links on Paginated Pages: For paginated content (e.g., page 2, 3, etc.), do not point the canonical tag to page 1. Each paginated page should have a self-referencing canonical link, as these pages may share a theme but contain unique content. Using canonical links inappropriately could cause search engines to ignore all but the first page in the sequence.

9. Ensure Canonical Consistency in Sitemap and Robots.txt Files: Review your sitemap.xml and robots.txt files to ensure they contain only canonical links. Avoid including multiple versions of the same page (both canonical and non-canonical) in your sitemap.xml, as this can lead to indexing issues and confusion for search engines.
Ahrefs report on non canonical pages in a sitemap
A key benefit of the canonical tag is that it can be added directly to the page without requiring access to server configurations, unlike server-side redirects. It allows you to specify a preferred page without redirecting users to a different URL.

Moreover, when using canonical links, Google consolidates the rankings of individual URLs, boosting the canonical page's position in search results and making canonical links a valuable SEO tool.

6. Common Mistakes to Avoid When Using Canonical Tags

1. Pointing to Non-Canonical URLs

A canonical tag should always point to a clean, authoritative URL—never to a 404 error page, a URL with redirects, or a URL containing unnecessary tracking parameters (such as ?utm_source=). Canonical URLs should be stable and accessible. If a canonical URL leads to a redirect or an error page, it can confuse search engines and lead to inefficient crawling, potentially harming your SEO performance.

2. Pointing Canonical Tags to Redirected Pages

One of the most common mistakes when implementing canonical tags is pointing them to URLs already redirected, such as those with 301 or 302 redirects. Canonical tags should always point to a page's final, preferred version, not a URL that further redirects users or search engines elsewhere. When search engines encounter a canonical tag pointing to a redirected URL, it adds unnecessary complexity to the crawling process, wasting the crawl budget and potentially slowing down page indexing.
For instance, if Page A redirects to Page B, your canonical tags should not point to Page A but directly to Page B.

3. Using Canonical Tags for Non-Duplicate Content

Canonical tags are specifically designed to handle duplicate or near-duplicate content issues. A common mistake is using canonical tags on pages that don't share similar content, such as blog posts with different topics or product pages with other items. When canonical tags are applied inappropriately, it confuses search engines, as they expect these tags to consolidate identical or highly similar content. This can lead to valuable pages being deindexed or ignored in search results, causing harm to your overall SEO efforts. Always ensure that canonical tags are only used when the content is nearly identical.

4. Placing Canonical Tags in the Wrong Place

Canonical tags must be placed in the <head> section of a webpage's HTML code. A mistake often made is placing them elsewhere on the page, such as within the body or other code sections. If the canonical tag is not correctly positioned, search engines may not read or interpret it correctly, rendering the tag ineffective.

5. Having Conflicting Canonical and Hreflang Tags

Hreflang tags indicate language and regional targeting for pages, while canonical tags point to the preferred version of a page. A frequent error occurs when these two tags conflict. For example, if an hreflang tag points to a localized page (e.g., a French version of a website), but the canonical tag points to a global version, it confuses search engines. This can result in search engines ignoring the hreflang or canonical tags altogether, impacting language targeting and content prioritization. To avoid this, make sure that canonical and hreflang tags are coordinated and that the canonical tag points to the correct language version of the page.

6. Using Multiple Canonical Tags

Each page should only contain a single canonical tag. Adding multiple canonical tags to a page can confuse search engines, as they won't know which URL is preferred. This ambiguity could lead to duplicate content issues or improper indexing of your pages. Always ensure one clear canonical URL per page to consolidate link equity and guide search engines effectively.

7. Inconsistent Canonicalization

Consistency is critical when using canonical tags across different website versions, such as mobile and desktop versions. All versions should point to the correct canonical URL for the preferred version of the page. If the canonical tag differs across mobile and desktop versions, search engines may not consolidate the link equity, causing ranking discrepancies between the versions. Ensure uniformity in canonical tags across all versions of a page.

8. Incorrect URLs in Canonical Tags

Canonical tags must contain absolute URLs, including the correct domain, protocol (HTTP or HTTPS), and path. Avoid using relative URLs, which can lead to incorrect indexing if the page is accessed through different subdomains or protocols. Ensure that the canonical URL reflects the correct domain and matches the URL structure of the preferred version of the page. This helps search engines identify the correct version of the page to display in search results.
Repoprt on pages that aren’t indexed but Google since they are Duplicated (Google chose different canonical than user).

7. How to Check Canonical Tags on Your Website

Using Google Search Console

Canonical tags are a critical part of any SEO strategy. They help manage duplicate content, improve crawl efficiency, and consolidate ranking signals for better visibility in search engines. Correctly implementing and maintaining canonical tags ensures that your website's most important content is accurately indexed and ranked. Regularly auditing your canonical tags using tools like Google Search Console will help prevent common mistakes and keep your SEO efforts on track.

Google Search Console is an effective tool to verify how search engines perceive the canonical URLs on your site. Here’s how to check canonical tags:

  • URL Inspection Tool: Enter a page’s URL in Google Search Console’s URL Inspection Tool. Google will indicate whether the canonical tag is set correctly.
  • Indexing Section: The Pages report shows any pages that may have canonicalization issues, such as duplicate content or indexing problems.

Other Tools for Canonical Tag Checking

  • Screaming Frog SEO Spider: Allows bulk checks of canonical tags across your site.
  • Yoast SEO (WordPress): Automatically adds canonical tags and helps identify potential SEO issues.
  • Atomseo Broken Link Checker: This tool helps ensure that all canonical links on your site point to valid, existing pages, preventing issues like broken links with response codes such as 404 or 500. This is crucial because search engines may disregard incorrect canonical links, affecting your site's SEO performance.

8. Verifying Canonical Links with Atomseo Broken Link Checker

Identifying Duplicate Content

The tool scans the site and identifies pages with duplicate content where canonical tags should be placed. This helps prevent duplicate content issues in search engine indexing.

Monitoring changes

Atomseo Broken Link Checker allows you to regularly check your site for new broken links or duplicate content that requires updating canonical tags. This is especially important for dynamic sites with frequent updates.

Atomseo Broken Link Checker is a useful addition to an SEO's arsenal when working with canonical tags. It allows you to quickly find and fix potential problems.

Check your site now—free for up to 1,500 links daily!

9. Relevant Links