SEO & AI Search glossary

Canonical link

A tag in the page code (rel="canonical") that tells Google which URL is the primary version when the same or very similar content is available at several URLs.

Why it matters

What it changes in practice

In online stores this is one of the most common causes of lost visibility. Filters, sorting and parameters can generate hundreds of URLs with identical content. Google then spreads its signals across duplicates instead of strengthening one page — and sometimes indexes a completely different URL from the one you want to sell from.

What to do about it

Concrete steps

Every page should point its canonical at itself if it is the primary version
Point filter-parameter URLs at the clean category version
Don't confuse canonical with a 301 redirect — they are two different tools
Check in Search Console whether Google actually respects your choice

Related terms

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Canonical link

What it changes in practice

Concrete steps

See also

Sitemap (sitemap.xml)

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