March 20, 2024

How Do Canonical Tags Affect SEO?

Canonical tags are a technical SEO feature that need to be used carefully. A snippet of HTML code within your website, they can give the search engine crawlers directions on whether the page is valuable to users and to you. So, let’s jump in, how do canonical tags affect your SEO?

A canonical tag tells the search engine which page is to be crawled and indexed, and therefore displayed in search engine results pages. They are useful to avoid duplicate content and prevent keyword cannibalisation. If used incorrectly, it can mean a page doesn’t get indexed or crawled at all. When used correctly they make your website crawlability better and more efficient.

Read on to learn more about canonical tags and how they affect SEO.

Jump To:

Why Are Canonical Tags Important?

Canonical tags are an important way of managing potential duplicate content. They highlight to the search engines which pages are the original, where you have pages with similar or the same content. 

When using a canonical tag on a webpage, it is more likely that the search engines will display that page in search results above others on your site with similar content.

Without canonical tags search engine crawlers may:

What Are the Benefits of Canonical Links for SEO?

There are many benefits to SEO if you correctly implement canonical tags to your pages where they are needed. 

When to Use Canonical Tags

Canonical tags should be used when:

It’s important not to confuse using a canonical tag for instances where there may be a more appropriate action such as:

Using a redirect – If you have a webpage that is being removed, whether through redesign or updating the content and URL, you will want to create a redirect not a canonical. 

A canonical will only tell search engines which is the preferred page and means both are still accessible to users, whereas a redirect sends the user automatically from the old page to the new. We have a dedicated blog post to redirect mapping if you’d like to learn more.

TIP: Make sure when linking to pages internally on your website that you use the preferred canonicalised URL. This avoids confusing the search engines and shows them which page you want to be indexed.

Should Every Page Have a Canonical Tag?

Although not specified as a must in Google’s guidelines on canonicalisation, we would recommend using them on every page to give stronger signals to the search engines about which pages are of importance on your website. 

It is important to also ensure that your sitemap also only includes canonicalised pages. This is so:

To learn more about sitemaps read our dedicated blog on sitemaps and how often you should submit one.

How Do I Know If a Page Has a Canonical Tag?

To check if a page has a canonical tag:

To check if a page has a canonical tag:

  1. Right click on your page – Click ‘View page source’
  2. On Windows press ‘CTRL + F’ and search for ‘canonical’
  3. In the source code you will see ‘<link rel=”canonical” href= ‘ This is then followed by the URL that has been set as the canonical page.
  4. Ensure that there is only one canonical per page, as if there are multiple, it is likely they will get ignored altogether. See Google’s guide on common canonical mistakes.

Get Help With Technical SEO

Canonicals can be tricky to use and if used incorrectly can be costly to your rankings. We have only scratched the surface of the complexities of canonicals and best practices for using them in this blog. However, if you’re looking for help implementing Technical SEO, you’re in the right place. 

Wildcat Digital is a dedicated digital agency with specialists in Technical SEO that can assist you with getting your strategy right. If you’d like to improve your visibility online, get in touch with us today.

Post by

Thea Chapman

Senior SEO Executive

Will Hitchmough

Founder

Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.

Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.

Chloe Robinson

Content Strategist Team Lead

With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.

Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.

Paul Pennington

SEO Account Director

Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.

Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.

Nadea van der Merwe

Head of Operations

Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business. 

Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.

Molly Sturgeon

SEO Account Manager

With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management. 

In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.

Libby Oldale

Senior PPC Account Manager

Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.

Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.

Jasmine Savery

SEO Team Leader

Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Team Leader. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.

In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.

Braden Godley

Senior PPC Executive

Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat. 

Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.

Jon Herdman

Senior SEO Executive

After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online. 

Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music. 

Rachel Davies

SEO Executive

Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side. 

Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.

Carl Atterbury

PPC Team Leader

Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.

In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.

Dariusz Baczyk

Team Lead & Technical SEO Account Manager

With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.

In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.

Jamie Stowe

SEO Account Manager

With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!

In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.

Andy Blanchard

SEO Executive

Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management. 

Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.

Siena Russell

Client Success Coordinator

Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond. 

Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.

Thea Chapman

Senior SEO Executive

Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go. 

Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening. 

Tom Brookes

PPC Executive

Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media. 

Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.

Rich Ayre

Head of Growth

Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.

Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.

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