Canonical URL

How it works

• The same page can often load at several addresses: with and without www, with tracking codes, or with a trailing slash.
• A canonical tag in the page tells search engines which address is the official one.
• Search engines then pool the ranking credit into that one address.
• Without it, the copies compete with each other.

What can go wrong (example scenario)

An online store had each product reachable under three category paths. Google treated them as duplicates and ranked none of them well.

How WILDCARD handles it

Managed Search checks canonical tags as part of monthly site optimisation.

• yourshop.ca and www.yourshop.ca point to one official address.
• A link carrying an ad tracking code still credits the main page.
• An article published on two sites names the original.

A question owners ask

Do I need to set this myself?

Usually not. Most website platforms set it. It is worth checking after a redesign or a move to a new platform.