How to Use Canonical URL SEO to Avoid Duplicate Content Issues

Posted on February 4, 2025 | Updated on February 4, 2025

Virtually all efforts to grow a business and brand eventually connect to search engine optimization (SEO). That’s because of how necessary it has become to have an online presence. Many people initially come across businesses by doing internet searches for related terms. The sites ranking highest in the results will probably get the highest engagement levels because individuals perceive that the ones they see first are the most relevant. Canonical URL SEO is a sometimes overlooked aspect of ranking well that can prevent duplicate content issues. 

What Is a Canonical URL? 

A canonical URL is a website address Google and other leading search engines choose when a site has multiple URLs pointing to the same content. Although this article primarily references Google, similar information applies to additional large search engine providers. 

The best approach to developing a canonical URL SEO practice is to avoid such duplication. Sites with shared URLs can confuse Google’s algorithms regarding each one’s ranking.

Think of a canonical version as the master site URL from Google’s perspective. Additionally, the canonical URL tells Google which website pages to show or hide in its search results. Fortunately, business owners can — and should specify canonical URLs to set themselves up for SEO success. 

A person using Google.

Image: Photo by Benjamin Dada on Unsplash 

How Do You Set a Canonical URL?

Specifying a canonical URL requires tweaking the HTML to add the rel=”canonical” tag to the <head> section of the page. 

Here’s an example of how that might look: <link rel=”canonical” href=”https://yoursite.com/preferred-url-here/” />

People generally use these canonical tags to point from an alternate page to the preferred version. Most webpage editors have easier ways to designate canonical URLs, so people usually do not need to manually add the above HTML content. For example, they can download WordPress tools to facilitate the process or go to specific website editor settings in platforms such as Magento. Moreover, canonical URLs get added automatically to Shopify pages showing blog posts, collections, or products. Another possibility is to use a canonical tag generator. 

Now that business owners know how Google rankings connect to canonical URL SEO, many probably realize now is an excellent time to perform a site audit to screen for duplicate site addresses. 

Besides verifying that a page has a canonical URL set for it, people can check that the address is valid and that it provides the best results for the business. 

The Google listing in the App Store.

Image: Photo by Souvik Banerjee on Unsplash 

Best Practices for Canonical URL SEO Success

Selecting a canonical URL is a great first step, but more associated actions are necessary for people to get the desired outcomes. 

Keep Canonical Tags Updated

When people update their websites, they must do the same to the page’s canonical tags. Otherwise, they could lead to broken links or cause problems with the website’s indexing. Although the canonical tags are probably not the first thing on someone’s mind when they keep a site refreshed, they are critical parts of achieving high SEO rankings in a competitive online landscape. 

Stay Abreast of Broader SEO Developments

Search engine optimization is a well-established practice, but it is still evolving. One of the most extensive recent examples is the addition of AI-generated snippets appearing at the top of Google’s results. However, estimates suggest this functional change could cause organic sessions to decrease by 18%, which could make it harder for some sites to gain momentum. 

It’s too early to say if AI will cause specific changes affecting canonical URL SEO strategies. However, the best thing to do for the time being is to pay attention to larger trends in the search engine optimization industry and respond to them as swiftly as possible. 

Understand the Link Between Authoritativeness and Canonical URL SEO

Google’s algorithms now strongly reward authoritative content. People can find pages of all quality levels online, but unfortunately, not all of them are reliable. However, when Google’s algorithms pick up on the signs that a content author is a genuine authority, the page is more likely to rank higher.

Using a canonical URL is a strategic way to ensure only the most authoritative version of a site gets recognized and ranked. Of course, it is still necessary to use other authoritative signals when writing high-quality content. Still, people must not overlook the role of the canonical URL in their overall efforts. 

Prevent Keyword Cannibalization

Keyword cannibalization is a common problem that happens when pages with similar content compete for the same ranking spots. It typically means that none of that content will rank as highly as SEO professionals hope. 

Fortunately, following best practices for canonical URL SEO will avoid those outcomes by designating the primary page the page owner wants to rank. However, redirecting duplicate pages to the canonical URL provides a strong signal to Google, supporting search engine optimization. 

Understand the Characteristics That Get Pages Viewed Separately

Many people are initially surprised when they use site auditing tools and see reports indicating that their content features significant duplication. Some of the most common reasons for that outcome are harder to spot than some people may realize. However, adopting a detail-oriented perspective is one of the easiest ways to make progress. 

For example, if one version of a URL has a trailing slash and the other does not, that single mark can cause Google to detect duplicate content. The same goes for page versions that do or do not lead with the “www.” portion. In that case, too, search engines will view webpages as duplicates if the only difference between them is that tiny bit of the URL. 

An ideal way forward is to prioritize consistency about those aspects of the website address and get everyone on the same page about it. Creating a process where multiple people check for and eliminate unwanted duplication can make pages rank higher. 

Know How to Treat Syndicated Content

If a webpage has syndicated content, there is a specific canonical URL SEO tip to apply to it. As of 2023, Google’s team stopped recommending that people use the canonical tag on that material. Instead, the better option is to block the page so it is not indexed. 

Another way to look at it is that using a canonical tag generator is ineffective in ensuring that the original content will outperform the syndicated versions. However, this detail is an excellent example of how tricky SEO best practices can be, emphasizing why people must do their best to keep up with this fast-moving industry.

Follow Other SEO Ideals to Achieve the Desired Ranking

Although canonical URL SEO strategies are important to know and follow, they are not everything a site owner or manager needs to rank well. That’s why people should also stay informed on other ways to excel with SEO and be ready to respond when major changes affect the industry. 

Become a Pro Regarding Canonical URL SEO

Getting a page to rank well in the search engines often seems like a mysterious aim, but this overview shows that seemingly small details can make big differences. Once people consider how to apply the tips above, they should set aside time to develop and adhere to a checklist that helps them avoid duplication through canonical URL SEO decisions. Then, they’ll have a better chance of ranking highly and can even give tips to other business owners they know who want to optimize their website performance and reach.

About The Author

Cooper Adwin is the Assistant Editor of Designerly Magazine. With several years of experience as a social media manager for a design company, Cooper particularly enjoys focusing on social and design news and topics that help brands create a seamless social media presence. Outside of Designerly, you can find Cooper playing D&D with friends or curled up with his cat and a good book.

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