IP Canonicalization

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IP Canonicalization ensures that visitors and search bots who access your site through its raw IP address get redirected to your proper domain name. Without this, the same content can appear under two different addresses, confusing search engines. A simple redirect fixes the issue.

IP Canonicalization

Every website lives on a server with a numeric IP address — something like 192.168.1.1. IP canonicalization is the practice of making sure that if someone (or a search engine crawler) types that IP address into a browser, they get redirected to your actual domain name instead of seeing a copy of your site at the IP address. Without this, search engines might treat the IP version and the domain version as two separate sites with identical content.

Why It Matters

Duplicate content confusion. If your site is accessible at both http://123.45.67.89 and https://yourdomain.com, search engines see two different URLs serving the same content. This splits ranking signals between the two addresses.
It is a missed redirect. Most site owners set up redirects for www vs non-www and HTTP vs HTTPS, but forget about the IP address version. It is the same kind of problem — two addresses pointing to the same content.
Security and professionalism. Visitors who end up on your raw IP address instead of your domain may see SSL certificate warnings, since certificates are issued to domain names, not IP addresses. This looks unprofessional and raises security flags.
Crawl budget waste. If crawlers discover your site at both the IP address and the domain, they may spend time crawling both versions — wasting crawl budget on duplicate pages instead of discovering new content.

How to Fix It

Set up a 301 redirect from the IP to the domain. Configure your web server to redirect any request to the raw IP address to your canonical domain with a 301 (permanent) redirect. This tells search engines the domain is the correct address.
Configure it at the server level. In Apache, use a RewriteRule in your .htaccess or virtual host configuration. In Nginx, add a server block that catches IP requests and redirects them. This applies before your application even runs.
Test by visiting the IP directly. Open a browser and type your server's IP address. You should be automatically redirected to your domain. If you see your site content at the IP address, the redirect is not working.
Handle both HTTP and HTTPS on the IP. Make sure requests to both http://your-ip and https://your-ip redirect properly. Some configurations only handle one protocol, leaving the other exposed.
Check shared hosting configurations. On shared hosting, your IP address may also serve other sites. Make sure your hosting setup does not show a default page or another site's content when accessed via the IP.

Common Mistakes

Not setting up the redirect at all. Many site owners simply do not think about IP access. They set up www and HTTPS redirects but leave the IP address wide open, serving a duplicate copy of the site.
Using a 302 instead of a 301. A 302 (temporary) redirect tells search engines the IP version might come back. Use a 301 to clearly communicate that the domain is the permanent, canonical address.
Forgetting about it after server migrations. When you move to a new server or hosting provider, IP canonicalization settings from the old server do not carry over. Always reconfigure this after any infrastructure change.
Assuming the hosting provider handles it. Some hosting platforms handle IP canonicalization automatically, but many do not. Verify by actually visiting your IP address in a browser to see what happens.

Bottom Line: Set up a 301 redirect from your server's IP address to your canonical domain name. Test it by visiting the IP in a browser. It is a simple fix that prevents duplicate content issues and keeps all your ranking signals pointed at the right address.

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Synonyms: IP Redirect, IP to Domain Redirect

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noun | / LIK-wid PUR-pul /

(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.
(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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IP Canonicalization