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Glossary of Terms

We have compiled this list of terms and definitions to help you better understand the terminology used within the web development community.

Canonical

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The Canonical audit verifies the page includes a properly formed <link rel="canonical"> tag. This tag tells search engines the preferred URL for the current content, preventing duplicate-content penalties when the same page is reachable at multiple addresses.

Canonical

Search engines follow links and often discover the same content at different URLs — with and without www, with tracking parameters, through print-friendly versions, or via HTTP vs HTTPS. A <link rel="canonical" href="/..."> tag in the <head> declares which URL is the authoritative source. Without it, search engines must guess, which can split ranking signals across duplicates and dilute your position in search results.

Why It Matters

  • Without a canonical, search engines may choose the wrong URL as the primary version — or split link equity across all copies.
  • Pages with query parameters (filters, pagination, tracking codes) can generate hundreds of duplicates that compete against each other.
  • A self-referencing canonical — where the tag points to the page's own URL — is the safest default and still provides value.
  • The canonical tag is a hint, not a directive; crawlers may ignore it if the content at the canonical URL differs significantly.

How to Fix It

  1. Add a <link rel="canonical" href="/https://example.com/page"> inside <head> on every page.
  2. Make the canonical URL absolute (include the protocol and domain), not relative.
  3. Ensure the canonical URL returns a 200 status code. Pointing a canonical to a 404 or redirect wastes the signal.
  4. For paginated series, each page should have its own self-referencing canonical — do not point all pages to page 1.
  5. Audit your CMS output to make sure only one canonical tag is rendered. Plugins sometimes add duplicates.

Common Mistakes

  • Using a relative URL in the canonical tag — some search engines may not resolve it correctly.
  • Canonicalizing to a URL that itself 301-redirects elsewhere — creates a chain that search engines may not follow.
  • Placing the tag inside <body> instead of <head> — browsers move it out of <head> and search engines may not see it.
  • Pointing every page's canonical to the homepage — this tells search engines all your pages are duplicates of the homepage.
Bottom Line: Every page should have a canonical tag pointing to its own preferred URL. Keep it absolute, keep it in <head>, and make sure it points to a page that actually returns a 200.
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Synonyms: Rel Canonical, Canonical Tag, Canonical URL

What Does "Liquid Purple" mean?

noun | / LIK-wid PUR-pul /

  1. (biochemistry) Also known as visual purple or rhodopsin — a light-sensitive receptor protein found in the rods of the retina. It enables vision in dim light by transforming invisible darkness into visible form. Derived from the Greek rhódon (rose) and ópsis (sight), its name reflects its delicate pink hue and vital role in perception.

  2. (modern usage) Liquid Purple — a digital marketing agency specializing in uncovering unseen opportunities and illuminating brands hidden in the digital dark. Much like its biological namesake, Liquid Purple transforms faint signals into clear visibility — revealing what others overlook and bringing businesses into the light.

Origin: From the scientific term rhodopsin, discovered by Franz Christian Boll in 1876; adopted metaphorically by a marketing firm dedicated to visual clarity in the age of algorithms.

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For over 20 years, Liquid Purple has been headquartered in the heart of Southern California, serving clients across Irvine, Newport Beach, Anaheim, and the greater Los Angeles area. While we are proud of our local roots, our digital reach extends far beyond our local area. We support businesses in major hubs like Denver, Dallas, New York, and Miami, as well as international clients. Our ability to operate across time zones means you can often wake up to completed tasks and progress updates—keeping your business moving while you sleep.