05/09/2023
Local search engine optimization (SEO) is crucial for businesses that rely on local customers for their success. To effectively optimize a website for local search results, it is important to conduct regular local SEO audits. Two important aspects of these audits are site redirects and canonical tags. In this article, we will explore the role of site redirects and canonical tags in local SEO audits and how they can improve the visibility and ranking of a local business website.
What are Site Redirects?
Site redirects are instructions that tell search engines and web browsers to redirect users from one URL to another. They are used when a page or resource on a website is moved to a new URL. There are different types of site redirects, including:
- 301 Redirect: This is a permanent redirect that indicates to search engines that the page has permanently moved to a new URL. It passes the link equity from the old URL to the new one, ensuring that the new URL retains the rankings and authority of the old URL.
- 302 Redirect: This is a temporary redirect that indicates to search engines that the page has temporarily moved to a new URL. It does not pass the link equity from the old URL to the new one.
- Meta Refresh: This is a redirect that uses HTML meta tags to automatically redirect users to a new URL after a specific time period. It is not recommended for SEO purposes as it may not be understood by search engines.
Site redirects are important for SEO because they ensure that users and search engines are directed to the correct page, even if the URL has changed. When a page is redirected properly, its rankings, authority, and user experience are preserved, leading to better SEO performance.
The Importance of Site Redirects in Local SEO Audits
In local SEO audits, site redirects play a crucial role in ensuring that the website's local landing pages are optimized correctly. Local landing pages are specific pages on a website that target local keywords and locations. They are important for local businesses as they help them rank higher in local search results.
When conducting a local SEO audit, it is important to check if the local landing pages have been moved or deleted without proper redirects. If a local landing page has been moved to a new URL without a redirect, it can result in a loss of rankings, traffic, and potential customers. Similarly, if a local landing page has been deleted without a redirect, all the SEO efforts put into optimizing that page will go to waste.
To ensure that local landing pages are properly redirected, local SEO auditors should:
- Identify any local landing pages that have been moved or deleted.
- Implement the appropriate site redirect (301 or 302) to the new URL or another relevant page.
- Update internal links and sitemaps to reflect the new URL or the removal of the page.
- Monitor the rankings and traffic of the redirected local landing pages to ensure they are performing well.
By including site redirects in local SEO audits, businesses can ensure that their local landing pages are optimized correctly and continue to attract local customers.
What are Canonical Tags?
Canonical tags, also known as rel=canonical tags, are HTML tags that tell search engines which version of a URL should be considered the authoritative or preferred version. They are used when multiple versions of a URL exist, such as when a website has duplicate content or different URL parameters.
The canonical tag helps search engines understand which version of a URL should be indexed and displayed in search results. It consolidates the ranking signals and link equity of the different versions of a URL, preventing duplicate content issues and ensuring that the preferred version of a URL ranks higher in search results.
The Role of Canonical Tags in Local SEO Audits
In local SEO audits, canonical tags are important for ensuring that the website's local landing pages are not competing with each other for rankings. When a business has multiple local landing pages targeting the same keyword but with different locations, it can create a situation where the pages cannibalize each other's rankings.
By including canonical tags on the local landing pages, businesses can indicate to search engines that the pages are related but the preferred version is a specific page. This helps consolidate the rankings and authority into a single page, increasing its chances of ranking higher in local search results.
When conducting a local SEO audit, it is important to check if the local landing pages have canonical tags implemented correctly. If canonical tags are missing or implemented incorrectly, it can result in the pages competing with each other and potentially lowering their rankings.
To ensure that local landing pages have canonical tags implemented correctly, local SEO auditors should:
- Identify the local landing pages targeting the same keyword but with different locations.
- Determine the preferred version of the local landing pages.
- Implement canonical tags on the non-preferred versions, pointing to the preferred version.
- Update internal links and sitemaps to reflect the preferred version.
- Monitor the rankings and traffic of the local landing pages to ensure they are not cannibalizing each other.
By including canonical tags in local SEO audits, businesses can ensure that their local landing pages are not competing with each other and are optimized correctly for local search results.
Conclusion
In conclusion, site redirects and canonical tags play crucial roles in local SEO audits. Site redirects ensure that users and search engines are directed to the correct page, preserving rankings, authority, and user experience. Canonical tags help consolidate the rankings and authority of multiple versions of a URL, preventing cannibalization and improving rankings.
When conducting a local SEO audit, it is important to check if local landing pages have been moved or deleted without proper redirects. Implementing the appropriate site redirects (301 or 302) and updating internal links and sitemaps can help preserve the SEO efforts put into optimizing local landing pages.
Similarly, it is important to check if local landing pages targeting the same keyword but with different locations have canonical tags implemented correctly. Implementing canonical tags on the non-preferred versions and updating internal links and sitemaps can prevent cannibalization and improve rankings.
By including site redirects and canonical tags in local SEO audits, businesses can ensure that their local landing pages are optimized correctly and have the best chances of ranking higher in local search results.
