Google’s Martin Splitt and Builtvisibil’s Rachel Costello discuss common questions about canonicalization in the latest episode of SEO Mythbusting.
Myths that have been shattered include whether normalization is a signal or a directive, whether it can be used as a redirect, site preferences vs. user preferences.
Here’s a quick summary of each question and answer, along with the corresponding time stamps in the video.
The myth of canonization debunked
Normalization is not grouping by topic (0:00)
Normalizing pages is not grouping pages with similar topics. Page content should be identical or nearly identical.
Most Common Normalization Myths (1:29)
A common misconception about normalization is that it’s a directive and can be used as a redirect. Further on in the video, it explains why neither myth is true.
Is normalization a directive or a signal to Google Search? (2:01)
Directives are instructions that search engines automatically follow.normalization is No Directive.
Rather, the normalization is signalSignals are search engine hints, which may or may not be used.
Splitt said:
“Canonical tagging pages that aren’t the same doesn’t work. Canonical tagging exactly the same page doesn’t work.
Signal. It helps you identify what you want to normalize, but I’m not saying you should use this. ”
Should normalization be used as a redirect? (3:08)
normalization is No redirect.
Costello points out that site owners sometimes use canonical tags in an attempt to group link equity as much as possible.
This is not what the canonical tag was designed for and should not be used as such.
Canonical tags are intended for use when the same content is cross-posted to multiple locations on the web.
This tag sends signals to Google about pages that are eligible to appear in search results.
What are the real drivers of duplication and deduplication? (4:25)
For search result deduplication, Google uses content fingerprinting and a scoring system in addition to the use of canonical tags.
Split said:
“The replication and deduplication actually happens without much human intervention. Find out how it relates to, what it says in the sitemap, etc.
So we’re looking at different factors, but they’re mostly technical. ”
Google has created a scoring system based on all the technical elements we examine for deduplication.
Scores are always re-evaluated if content changes.
Site Preferences and User Preferences for Canonical URLs (7:33)
Google may override the site’s preferred canonical page with a page that is more appropriate for the user.
This often happens with identical content in different languages.
For example, if you have a canonical tag pointing to an English version of a page and the searcher is in Germany, Google will show the German version of the page instead.
Unique content for pages with canonicalization and canonical tags (08:59)
Google may accept a Site’s preferred canonical page even if it exists. small Amount of unique content not present on other pages.
However, if there is too much unique content for Google to recognize the page as duplicate, the canonical tag is useless.
For more information, see the full video below.
