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Specifying canonical tags is one of the most basic search engine optimisation tools. According to confidentialseo experts, in the source code of a website, they specify the URL to be considered by search engines. Duplicate content can thus be avoided, even with the same content on different URLs.
Each unique piece of content on a website should only be accessible at a single URL. Otherwise, duplicate content is indexed. This means that in order to answer a search query, a unique URL cannot be found by the search engine. This often leads to poorer rankings.