The canonical form of a URL after removing parameters, case sensitivity, or tracking codes.
In many cases, a single webpage can be accessed through multiple URLs. For example, http://example.com/ and http://www.example.com/ can lead to the same page. A search engine’s algorithms can get confused by these duplicate URLs, which can lead to a duplicate content issue. A normalized URL is the canonical or preferred version of a page’s URL that you tell a search engine to use. This is a crucial step for preventing duplicate content issues and for consolidating a page’s link authority.
Why a Normalized URL Matters
A normalized URL matters because it is a direct way to prevent duplicate content issues. A search engine’s algorithms can get confused by a page that has multiple URLs. This can lead to a site’s authority being diluted across multiple URLs, which can harm its rankings. By using a normalized URL, you can:
- Consolidate Link Authority: You can tell a search engine that all the different versions of a URL should be treated as the same, which can help to consolidate a page’s link authority.
- Improve Crawl Budget: A search engine’s crawler can waste valuable time and resources crawling multiple versions of the same URL. By using a normalized URL, you can help a search engine’s crawler focus on your most important content.
- Prevent Duplicate Content Issues: A normalized URL is a direct way to prevent a search engine from indexing a page with duplicate content.
Optimizing URL Management Across Various CMS Platforms
Effectively managing normalized URLs is a vital technical SEO strategy applicable to any content management system (CMS).
WordPress
For WordPress users, managing normalized URLs is straightforward with the help of reputable SEO plugins like Yoast SEO or Rank Math. These tools facilitate the setup of canonical tags, which serve as the primary method for informing search engines about a page’s normalized URL.
Shopify
In the Shopify environment, normalized URLs play a crucial role in enhancing product descriptions and blog posts. The platform’s integrated SEO features allow you to establish canonical tags, forming a fundamental aspect of your normalized URL strategy.
Wix
Wix offers a user-friendly interface that simplifies the optimization of normalized URLs. Its built-in SEO tools enable easy management of titles, meta descriptions, and on-page content, ensuring your URLs are effectively structured.
Webflow
Webflow provides extensive control over your website’s design and code, making it ideal for implementing a sophisticated normalized URL strategy. You can create meticulously structured pages optimized for specific keywords or keyword sets.
Custom CMS
With a custom CMS, you gain maximum control alongside significant responsibility. You can develop a system that automatically tracks and analyzes URL performance, equipping your content creators with valuable data-driven insights.
Utilizing Normalized URLs Across Different Industries
The application of normalized URLs varies based on industry and specific objectives.
E-commerce
E-commerce websites often feature thousands of pages, making duplicate URLs a significant challenge. Implementing canonical tags is essential to ensure proper indexing of all product and category pages while effectively passing link authority.
Local Businesses
For local businesses, normalized URLs are instrumental in managing address changes or service updates. This approach is the most reliable way to protect your local search rankings from potential harm.
SaaS Companies
SaaS companies can leverage normalized URLs to navigate changes in pricing or features pages. This strategy ensures that marketing pages are indexed correctly and that link authority is effectively transferred.
Blogs
Blogs frequently contain numerous pages, leading to potential issues with duplicate URLs. Utilizing canonical tags is crucial for ensuring that all articles are indexed properly and that link authority is maintained effectively.
Do’s and Don’ts of a Normalized URL
Do’s
- Do use a canonical tag. This is the gold standard for SEO. It is a clear, unambiguous signal to a search engine that a page has a preferred URL.
- Do use a 301 redirect for a permanent move. This is the most effective way to pass link authority from an old page to a new one.
- Do use a consistent URL structure. A consistent URL structure is a great way to prevent duplicate content issues.
Don’ts
- Don’t use a canonical tag for a page that is not a high-quality resource. A low-quality page can still be demoted.
- Don’t use a canonical tag that is not relevant to your content. This can confuse a user and harm your click-through rate.
- Don’t use a canonical tag that points to a different domain. This is a clear violation of a search engine’s guidelines.
Common Mistakes to Avoid
- Failing to use a canonical tag: This is the most common and devastating mistake. It can lead to a drop in rankings and a loss of organic traffic.
- Having a broken redirect: A broken redirect sends a user to a non-existent page, which can harm your SEO.
- Failing to check your server logs: Your server logs can provide clues as to how a search crawler is handling your redirects.
FAQs
What is the difference between a normalized URL and a canonical tag?
It is the preferred version of a page’s URL. A canonical tag is a piece of code that tells a search engine which URL is the normalized one. A canonical tag is a way to manage normalized URLs.
Does a normalized URL affect my SEO?
Yes, a normalized URL affects your SEO. It is a direct way to prevent duplicate content issues and to consolidate a page’s link authority, which can lead to a higher ranking.
What is the difference between a normalized URL and a redirect?
A normalized URL is the preferred version of a page’s URL. A redirect is a way to send a user from one URL to another. A redirect is used to manage a change in a page’s URL.
Can a website with a low domain authority still rank?
Yes, a website with a low domain authority can still rank. The key is to create high-quality, in-depth content that is relevant to a user’s search intent.
How can I test my normalized URL?
You can test your normalized URL by using the URL Inspection tool in Google Search Console. It will show you a screenshot of how Google sees your page and a list of all the resources it failed to load.
