Marketing & search · Website help · Canonical and URL variants

A canonical destination returns an error

The page declares a preferred address that no longer exists. A syntactically valid canonical has concealed a broken destination.

What to change

Treat the declared preferred address as a dependency that must itself work. Ask the supplier to show its response and content alongside the referring page. If a rename caused the failure, identify the genuine successor before changing the declaration. Add that relationship to routine release validation so a later route change cannot silently break it again. A syntactically valid URL is insufficient acceptance evidence.

A worked example

Illustrative example

Illustrative test: Inspect a guide whose route changed during the latest release rehearsal.

How to check the result

The canonical target serves the intended content successfully and is eligible under the agreed policy.

A mistake to avoid

Automatically replacing every failed canonical with the homepage creates false equivalence.

Your action checklist

Use these checks to prepare a discussion with your team or supplier. Tick a check when you have recorded the decision or evidence, rather than when a feature has simply been promised.

Decisions to record

Entries stay in this page and are not submitted to Kay & Co. Download your notes before leaving; the page does not save them.

Healthcare SEO research with a search-results page, inspection lens, location pin and service card.
Match a useful service page to the searcher's task.
Healthcare technical SEO illustrated by a page hierarchy and connected internal links.
Give visitors and crawlers clear routes through the website.
Healthcare SEO measurement with unnumbered reporting charts, a source document and review checklist.
Read search evidence alongside useful enquiry outcomes.

Further reading

These primary sources provide additional context for the project decisions above.

Related decisions

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