Canonical Commandments In The Church of Search
In this guest post, regular columnist and B&T’s resident SEO expert, Octos MD Nital Shah, talks all things “canonical”. If your game’s search then here’s what you need to know…
Traditionally, ‘canonical law’ refers to the body of laws laid down by religious leaders, for the internal regulation of a church and its members. Given the almost-holy role of search in the modern digital age, it’s fitting that, when the almighty search overlords Google, Yahoo and Microsoft decreed a new rule for the internal regulation of search engines, they used the term ‘canonical’ to describe it.
When Google, Yahoo! And Bing adopted the rel=canonical link element in 2009, the search community went into an instant flap trying to figure out how to make the most of the new coding commandments. Some of my colleagues mastered the new protocol swiftly and expertly, leveraging it to improve traction in search results. Others are are still floundering to make headway, seven years on.
Though the initial hubbub about canonical URL tags has long subsided, many still don’t quite know how to apply the tags for optimum SEO performance. If you haven’t yet nailed the nuances of canonical tags, the following guide offers some practical advice to get you on track.
What Are Canonical Tags?
Put simply, a canonical URL tag is intended to help webmasters clean up their indices by eliminating self-created duplicate content. The canonical tag acts as a master key of sorts, unlocking a preferred version of the content and saving the search engines from rummaging through a bunch of similar-looking keys.
Many websites contain several similar versions of the same content and, as we know, search engines don’t like duplicate content. Duplication slows down the crawlers, making it harder and more time-consuming for the search engines to do their job. Consequently, websites with duplicated content can be penalised with lower search rankings.
But, of course, sometimes duplication is unavoidable and integral to the function of a website – particularly for e-commerce sites. In these cases, canonical tags offer a smart solution for the content duplication dilemma. Where a site contains multiple similar versions of the same content, you simply choose one ‘canonical’ version and direct the search engines towards that, making it clear to them which version of the content to show.
The tag can be applied to all duplicated versions of the content – it looks like this:
<link rel=”canonical” href=”http://samplecontent.com/page.html“/>
The canonical tag is part of any given web page’s HTML header, the same section where you add Title and Meta Description. By adding a canonical tag to the HEAD section, you are telling the search engines that the page should be treated as a copy of the URL samplecontent.com/page.html and that, therefore, any applicable link and content metrics should be tied back to that URL.
An SEO Blessing: three Tips For Using Canonical Tags
- Find the Culprit
Website content tends to multiply like gremlins: every social media visit, referral link, and internal site search has the potential to generate a unique URL. On top of that, many content management systems create multiple URL paths to access the same content. Without canonical tags, you can end up with a complex web of duplication that will potentially impact negatively on your search rankings.
Duplicate content is a big SEO no-no. Use canonical tags wherever duplication occurs, to help the search engines identify the original content, and let them know which URL should be crawled, indexed and returned on SERPs. A thorough SEO audit may be necessary to identify the unique duplication issues that are impeding your search rankings.
- Canonical Tag vs 301 Redirect: Know the Difference
Although they share similarities, 301 redirects and canonical tags are NOT the same. The former redirects all traffic (including humans and bots) to a specified location, whereas the latter speaks purely to the search engines, so visits to each unique URL version can still be separately tracked.
Another key distinction is that 301 redirects have cross-domain functionality so you can redirect from one domain to another and retain search engine metrics. A Canonical URL tag, on the other hand, operates exclusively on a single root domain, which means it will only carry over across subfolders and subdomains.
- Duplicate Content Not Always Identical
Google have made it clear that it’s okay if the canonical is not an exact duplicate of the content. The search giant allows for minor variations, such as differentials in the sort order of a table of products. They also acknowledge that they may crawl the canonical and duplicate pages at different points in time and therefore expect to see different versions of your content over time. The other search engines take a similar tack.
3 SEO Sins: How Not to Use Canonical Tags
- Use Your <Head> – Don’t Put Canonical Tags in the <Body>
In order for the search engines to find and recognise your canonical tag, it must be placed in the <head> section. If you place rel=canonical anywhere other than the <head> section, it will be ignored. Furthermore, the tag should ideally appear as early as possible to avoid any parsing problems.
And don’t get carried away with canonical tags; if you use more than one in the <head> section, the command will be ignored. Multiple canonical links can sometimes occur without you realising it – so always tread with caution when installing SEO plugins and editing themes or templates.
- Don’t Set Home Page As Your Preferred URL
There are some rare occasions where your home page will be the preferred URL, but they are an exception to the rule. If all of your canonical pages direct to your home page, you run the risk of having no pages, other than your index, crawled and indexed by the search engines.
- HTTPS Over HTTP
Google usually prefers HTTPS pages to equivalent HTTP pages for canonical links, except where there are conflicting signals. To prevent Google from incorrectly making the HTTP page canonical, avoid bad SSL certificates and don’t include the HTTP page in your sitemap in place of the HTTPS version. Also, when you block a resource with a robots.txt file, be sure to block both versions – HTTP and HTTPS.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.