Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

So you think you know canonical tags - Sean Butcher Brighton SEO presentation

7,067 views

Published on

Delivered at Brighton SEO on 7th April 2017, this talk covered what the canonical tag is, considerations when using it, and some alternative uses.

Published in: Marketing
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

So you think you know canonical tags - Sean Butcher Brighton SEO presentation

  1. 1. Sean Butcher
  2. 2. I eat lots of burgers (often for free)! (Sneaky link: www.beersandburgers.co.uk) #BrightonSEO @seanbutcher
  3. 3. <link rel=“canonical” href=“http://www.exam ple.com” /> @seanbutcher #BrightonSEO
  4. 4. About the canonical tag @seanbutcher #BrightonSEO
  5. 5. About the canonical tag Things to consider @seanbutcher #BrightonSEO
  6. 6. About the canonical tag Things to consider Alternative methods @seanbutcher #BrightonSEO
  7. 7. “If your website generates and displays the same (or very similar) content on multiple URLs, the canonical tag could be used to bucket them together and assign one master (canonical) version.” (https://moz.com/blog/complete-guide-to-rel-canonical-how-to-and-why-not)
  8. 8. http://example.com http://www.example.com http://www.example.com/ http://www.example.com/index @seanbutcher #BrightonSEO
  9. 9. http://example.com http://www.example.com http://www.example.com/ http://www.example.com/index @seanbutcher #BrightonSEO
  10. 10. https://www.example.com/page/ ?utm_source=google&utm_camp aign=easterpromo&utm_medium =cpc https://www.example.com/page @seanbutcher #BrightonSEO
  11. 11. https://www.example.com/ shoes/?colour-brown&size= 9&price=under-40 https://www.example.com/ shoes/?colour-brown @seanbutcher #BrightonSEO
  12. 12. https://m.exam ple.com https://m.exam ple.com/hats https://exam ple.com https://exam ple.com/hats @seanbutcher #BrightonSEO
  13. 13. Other options: @seanbutcher #BrightonSEO
  14. 14. Redirects (301s) NoIndex Parameter exclusion @seanbutcher #BrightonSEO
  15. 15. So why use a canonical? #BrightonSEO @seanbutcher #BrightonSEO
  16. 16. @seanbutcher #BrightonSEO Development resource
  17. 17. Server load?
  18. 18. @seanbutcher #BrightonSEO Make other versions accessible?
  19. 19. https://moz.com/blog/arent-301s-302s-canonicals-all-basically-th e-same-whiteboard-friday
  20. 20. Things to consider @seanbutcher
  21. 21. Make sure the canonical version IS the canonical version @seanbutcher #BrightonSEO
  22. 22. Canonical DOES NOT point to a 404/301/302 @seanbutcher #BrightonSEO
  23. 23. The canonical version is listed in your XML sitemap @seanbutcher #BrightonSEO
  24. 24. Use absolute, NOT relative URLs @seanbutcher #BrightonSEO
  25. 25. Internally link to canonical URL @seanbutcher #BrightonSEO
  26. 26. Related to indexation - not crawling @seanbutcher #BrightonSEO
  27. 27. @seanbutcher #BrightonSEO
  28. 28. It’s a HINT, not a DIRECTIVE @seanbutcher #BrightonSEO
  29. 29. @seanbutcher “DYK the rel-canonical is a hint, not a directive. It’s a very strong hint, but may still be outweighed by other signals.” Gary Illyes - Mar 23rd 2017
  30. 30. More than one canonical tag on a page @seanbutcher #BrightonSEO
  31. 31. The canonical tag isn’t in the <head> @seanbutcher #BrightonSEO
  32. 32. Most importantly... @seanbutcher #BrightonSEO
  33. 33. @seanbutcher #BrightonSEO For a canonical to be effective, it should be used on highly similar content @seanbutcher #BrightonSEO
  34. 34. 3 canonical experiments on burger blog @seanbutcher #BrightonSEO
  35. 35. @seanbutcher #BrightonSEO http://www.beersandburgers.co.uk/ burger-review-7bone-southampton/
  36. 36. Ranked #5 for ‘review of 7bone southampton’
  37. 37. @seanbutcher #BrightonSEO http://www.beersandburgers.co.uk/review-of- the-browns-burger-browns-brasserie-bar-in-o xford/
  38. 38. http://www.beersandburgers.co.uk/bur ger-review-7bone-southampton/ <link rel="canonical" href="http://www.beersandburgers.co. uk/review-of-the-browns-burger-brown s-brasserie-bar-in-oxford// " />@seanbutcher #BrightonSEO
  39. 39. No change in URLs @seanbutcher #BrightonSEO
  40. 40. Now rank #6 (-1) for ‘review of 7bone southampton’
  41. 41. @seanbutcher #BrightonSEO http://www.beersandburgers.co.uk/ review-of-five-guys-reading-oracle/
  42. 42. @seanbutcher #BrightonSEO Ranked #3 for ‘review of five guys reading’
  43. 43. @seanbutcher #BrightonSEO http://www.beersandburgers.co.uk/f ive-guys-burger-review-revisited/
  44. 44. http://www.beersandburgers.co.uk/re view-of-five-guys-reading-oracle/ <link rel="canonical" href="http://www.beersandburgers.co .uk/five-guys-burger-review-revisited/" /> @seanbutcher #BrightonSEO
  45. 45. No change in URLs @seanbutcher #BrightonSEO
  46. 46. Now rank #4 (-1) for ‘review of five guys reading’
  47. 47. @seanbutcher http://www.beersandburgers.co.uk/sunday- lunchtime-treat-oxfords-atomic-burger/
  48. 48. Ranked #20 for ‘review of atomic burger oxford’
  49. 49. @seanbutcher http://www.beersandburgers.co.uk/review- atomic-burger-oxford/
  50. 50. http://www.beersandburgers.co.uk/su nday-lunchtime-treat-oxfords-atomic- burger/ <link rel="canonical" href="http://www.beersandburgers.co. uk/review-atomic-burger-oxford/" /> @seanbutcher #BrightonSEO
  51. 51. URL has changed @seanbutcher #BrightonSEO
  52. 52. Now rank #11 (+9) for ‘review of atomic burger oxford’
  53. 53. URL only changed when content matched @seanbutcher #BrightonSEO
  54. 54. URL only changed when content matched Improvement in ranking @seanbutcher #BrightonSEO
  55. 55. URL only changed when content matched Improvement in ranking Consolidation of two pages Freshness? Better keyword targeting? @seanbutcher #BrightonSEO
  56. 56. Alternative methods
  57. 57. Non-HTML files @seanbutcher #BrightonSEO
  58. 58. PDF accessed from multiple URLs (e.g. www./non www.) @seanbutcher #BrightonSEO
  59. 59. Duplicated with HTML page @seanbutcher #BrightonSEO
  60. 60. @seanbutcher #BrightonSEO “Users don’t always like being sent to a PDF. If you can make your content in a Web-Native format, that’s often a little more useful to users.” - Matt Cutts https://www.stonetemple.com/matt-cutts-interviewed- by-eric-enge-2/
  61. 61. HTTP header support launched in 2011 by Google - Still massively underused https://webmasters.googleblog.com/2011/06/supporting-relcanonical-http-headers.html @seanbutcher #BrightonSEO
  62. 62. @seanbutcher #BrightonSEO
  63. 63. Screaming Frog #2 for ‘search engine optimisation’ @seanbutcher #BrightonSEO
  64. 64. @seanbutcher #BrightonSEO
  65. 65. “Google’s made a change to try & get indexed. Looks like they added a HTTP canonical to their PDF. Currently still canonical” @seanbutcher #BrightonSEO
  66. 66. Screaming Frog #1 (above Google)
  67. 67. Use of a 302 redirect to location @seanbutcher #BrightonSEO
  68. 68. http://searchengineland.com/googles-seo-guide-search-rankings-hijacked-270362
  69. 69. @seanbutcher #BrightonSEO @seanbutcher We may (almost definitely) want to use this guy
  70. 70. Via .htaccess <Files "guide.pdf"> Header add Link ‘<https://example.com/guide>; rel="canonical’ </Files> @seanbutcher #BrightonSEO
  71. 71. Via .htaccess <Files "cheeseburger.jpg"> Header add Link ‘<https://example.com/cheesebur ger-review>; rel="canonical’ </Files> @seanbutcher #BrightonSEO
  72. 72. @seanbutcher #BrightonSEO
  73. 73. http://www.beersand burgers.co.uk/wp-con tent/uploads/2016/08 /IMG_20160807_1402 00-1.jpg http://www.beersand burgers.co.uk/burger -craft-exmouth-arms- review/ @seanbutcher #BrightonSEO
  74. 74. Advanced methods Rewrite ^(.+).pdf /pdf.php?file=$1 RewriteRule ([^/]+).pdf$ - [E=FILENAME:$1] Resources: https://moz.com/blog/how-to-advanced-relcanonical-http-headers https://moz.com/blog/htaccess-file-snippets-for-seos @seanbutcher #BrightonSEO
  75. 75. Check your HTTP headers: Google Chrome - Inspect Firefox - Live HTTP Headers Web Sniffer Screaming Frog @seanbutcher #BrightonSEO
  76. 76. URL view - HTTP Canonical
  77. 77. URL view - HTTP Canonical Directives tab
  78. 78. Paginated series @seanbutcher #BrightonSEO
  79. 79. @seanbutcher #BrightonSEO
  80. 80. http://www.example .com/jobs http://www.example .com/jobs?page=2 http://www.example .com/jobs/?page=3 <link rel=“canonical” href=“http://ww w.example.com /jobs” />
  81. 81. http://www.example .com/jobs http://www.example .com/jobs?page=2 http://www.example .com/jobs/?page=3 <link rel=“canonical” href=“http://ww w.example.com /jobs” />
  82. 82. “Before the introduction of pagination support, this method was used to consolidate all authority across the set of pages to the first page, but Google now advise against this method.” (https://www.deepcrawl.com/blog/best-practice/pagination-for-seo-as-easy-as-1-or-2-or-3/) @seanbutcher #BrightonSEO
  83. 83. https://webmasters.googleblog.com/2013/04/5-common-mistakes-with-relcanonical.html
  84. 84. https://webmasters.googleblog.com/2013/04/5-common-mistakes-with-relcanonical.html
  85. 85. @seanbutcher #BrightonSEO For a canonical to be effective, it should be used on highly similar content @seanbutcher
  86. 86. Two options: @seanbutcher #BrightonSEO
  87. 87. Two options: Create a ‘View All’ page - canonicalise @seanbutcher #BrightonSEO
  88. 88. http://www.example .com/jobs?page=1 http://www.example .com/jobs?page=2 http://www.example .com/jobs/?page=3 <link rel=“canonical” href=“http://ww w.example.com /jobs?view-all”/>
  89. 89. “User testing has taught us that searchers much prefer the view-all, single-page version of content over a component page” https://webmasters.googleblog.com/2011/09/view-all-in-search-results .html
  90. 90. Could cause other issues (e.g. speed)
  91. 91. Two options: Create a ‘View All’ page - canonicalise Use paginated series markup @seanbutcher #BrightonSEO
  92. 92. http://www.example.com/jobs @seanbutcher #BrightonSEO
  93. 93. http://www.example.com/jobs <link rel="next" href="http://www.example.com/jo bs?page=2” /> @seanbutcher #BrightonSEO
  94. 94. http://www.example.com/jobs?page =2 @seanbutcher #BrightonSEO
  95. 95. http://www.example.com/jobs?page =2 <link rel="prev" href="http://www.example.com/jobs” /> @seanbutcher #BrightonSEO
  96. 96. http://www.example.com/jobs?page =2 <link rel="prev" href="http://www.example.com/jobs” /> <link rel="next" href="http://www.example.com/jobs?p age=3” /> @seanbutcher #BrightonSEO
  97. 97. “If you choose to include (paginated markup) you’re giving Google a strong hint that you’d like us to: https://webmasters.googleblog.com/2011/09/pagination-with-relnext-and-relprev.html @seanbutcher #BrightonSEO
  98. 98. 1) Consolidate indexing properties, such as links, from the component pages/URLs to the series. @seanbutcher https://webmasters.googleblog.com/2011/09/pagination-with-relnext-and-relprev.html #BrightonSEO
  99. 99. 2) Send users to the most relevant page/URL—typically the first page of the series.” @seanbutcher https://webmasters.googleblog.com/2011/09/pagination-with-relnext-and-relprev.html #BrightonSEO
  100. 100. https://support.google.com/webmasters/answer/139066 @seanbutcher #BrightonSEO
  101. 101. @seanbutcher #BrightonSEO http://www.example.com/jobs?page= 2 <link rel=“canonical” href=“http://www.example.com/jobs? page=2” />
  102. 102. @seanbutcher #BrightonSEO
  103. 103. Cross domain canonicals @seanbutcher #BrightonSEO
  104. 104. https://www.loveknitting.com/lady- bird-lady-bug-baby-photo-prop-cro chet-pattern-by-itchy-crochet https://www.lovecrochet.com/lady- bird-lady-bug-baby-photo-prop-cro chet-pattern-by-itchy-crochet @seanbutcher
  105. 105. Duplicate pages not being indexed @seanbutcher #BrightonSEO
  106. 106. Needed to keep both sites @seanbutcher #BrightonSEO
  107. 107. Added cross-domain canonical from Love Knitting to Love Crochet content @seanbutcher #BrightonSEO
  108. 108. @seanbutcher #BrightonSEO
  109. 109. @seanbutcher #BrightonSEO
  110. 110. http://www.prime location.com/ to-rent/ http://prime location.telegraph. co.uk/ to-rent/ @seanbutcher #BrightonSEO
  111. 111. http://primelocati on.telegraph.co. uk/to-rent/details/ 39176066 http://www.prim elocation.com/to- rent/details/3917 6066 @seanbutcher #BrightonSEO
  112. 112. @seanbutcher #BrightonSEO
  113. 113. @seanbutcher #BrightonSEO DA of 94
  114. 114. @seanbutcher #BrightonSEO DA of 94 No PA / links
  115. 115. @seanbutcher #BrightonSEO
  116. 116. @seanbutcher #BrightonSEO PA of 46
  117. 117. @seanbutcher #BrightonSEO PA of 46 Links reported
  118. 118. No sign of any “traditional” backlinks from The Telegraph No sign of any “traditional” backlinks from The Telegraph
  119. 119. Can this be used to our advantage? @seanbutcher #BrightonSEO
  120. 120. Canonical experiment @seanbutcher #BrightonSEO
  121. 121. http://www.beersandburgers.co.uk/why- seo-is-like-a-good-burger/ https://www.bluearray.co.uk/why- seo-is-like-a-good-burger/
  122. 122. @seanbutcher #BrightonSEO
  123. 123. @seanbutcher
  124. 124. Day 1- Blue Array Indexed @seanbutcher #BrightonSEO
  125. 125. BA ranking #1 for ‘seo burgers’
  126. 126. Day 2 - Beers & Burgers Indexed - Mixed SERPs @seanbutcher #BrightonSEO
  127. 127. B&B ranking #1 for ‘seo burgers’
  128. 128. @seanbutcher #BrightonSEO BA ranking #3 for ‘burger seo’
  129. 129. After much chopping and changing, by.. @seanbutcher #BrightonSEO
  130. 130. Day 14 - Blue Array established on main KWs @seanbutcher #BrightonSEO
  131. 131. All well and good... @seanbutcher #BrightonSEO
  132. 132. B&B ranking #8 for ‘SEO beers’
  133. 133. BA ranking #5 for ‘SEO is a broad specialism’
  134. 134. Day 18 - Canonical added from BA to B&B @seanbutcher #BrightonSEO
  135. 135. Day 25 - Canonical takes effect (eventually) @seanbutcher #BrightonSEO
  136. 136. ‘SEO beers’ +4 places
  137. 137. ‘SEO is a broad specialism’ + 4 places
  138. 138. @seanbutcher Use sparingly! #BrightonSEO
  139. 139. Sites/content should be closely related @seanbutcher #BrightonSEO
  140. 140. Sites/content should be closely related Establish relevant site partnerships @seanbutcher #BrightonSEO
  141. 141. Summary @seanbutcher #BrightonSEO
  142. 142. Canonicals work on highly similar content @seanbutcher #BrightonSEO
  143. 143. Use HTTP headers for PDF and other non-HTML formats @seanbutcher #BrightonSEO
  144. 144. Use paginated markup alongside self-referencing canonicals @seanbutcher #BrightonSEO
  145. 145. Make use (carefully) of canonicals with content syndication @seanbutcher #BrightonSEO
  146. 146. Find slides at: https://www.slideshare. net/SeanButcher1 @seanbutcher #BrightonSEO
  147. 147. Thanks for listening! @seanbutcher #BrightonSEO
  148. 148. BlueArray.co.uk | 0800 0119 123

×