Did you know Google taps into over 40 signals to figure out canonicalization? Yep, it’s not just about your trusty rel=“canonical” tag. Google’s system digs deeper, considering redirects, x-default attributes, sitemaps, links, PageRank, and much more. It’s like a symphony of signals, all working together to decide which version of a page gets the spotlight.
In the latest Search Off The Record podcast, Allan Scott from Google’s Search team spilled the beans on just how many signals are in play. At the 3:45 mark, Allan revealed:
“I’m not sure what the exact number is right now because it goes up and down, but I suspect it’s somewhere in the neighborhood of 40.”
John Mueller couldn’t resist cracking a joke:
“Okay. Well, now our listeners will be making spreadsheets with 40 signals like they used to do with those 200 ranking signals that we had.”
While Google didn’t publish a full list (and let’s be honest, would we even survive the analysis?), they made it clear that the most influential signals include:
- Redirects: A top-tier player in the canonicalization game.
- Rel=“Canonical”: Your go-to, but it needs backup from other signals.
- X-Default: A wildcard signal, particularly useful for multilingual sites.
And here’s a fun fact: Google recently retired a signal called “Redirect to Shorter.” Pour one out for that one.
What Does This Mean for SEOs?
If you’re pinning all your hopes on a single canonical tag, it’s time to rethink your strategy. Canonicalization is a team sport. Your redirects, sitemaps, internal links, and even your PageRank need to be on the same page (literally) to send a strong and unified signal to Google.
It’s a reminder that SEO isn’t just about checking boxes—it’s about making your site’s intent crystal clear across multiple touchpoints. And if you’re feeling overwhelmed, don’t worry—at least you’re not the one maintaining Google’s spreadsheet of 40 signals.
Curious about the full scoop? Watch the episode here:
