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  1. SEO projects at Custom-Paper-Writing.org often include an SEO audit as the first port of call. We can’t cover every eventuality here, but the following are the usual suspects that crop up and that web designers should be mindful of. Duplicate content There tend to be two kinds of duplicate content: true duplicates and near-duplicates. True duplicates are where the content exists in multiple places (different pages, sites, subdomains and so on). Near-duplicates can be thin content or substantially similar content — think of a business with multiple locations or shoes listed on a unique page in different sizes. Keyword cannibalization Keyword cannibalization refers to the situation where multiple pages target the same keywords. This can impact the ability of your site to have one page that strongly targets a given term. Where the site architecture and hierarchy has been carefully planned, you should eliminate this during the planning and design stages. Domains, subdomains and protocols Another potential issue where duplication crops up is where the site is available on multiple domains, subdomains and protocols. Consider a business with two domains: Example.com Example.co.uk With www and non-www versions: Example.com Example.co.uk www.example.com www.example.co.uk And the site runs on HTTP and HTTPS: http://example.com http://example.co.uk http://www.example.com http://www.example.co.uk https://example.com https://example.co.uk https://www.example.com https://www.example.co.uk Before too long, we can get to a situation where the site has eight potential variations. Factor in the site resolving on any subdomain and a few duff internal links and we can often add things like “ww.example.com” to the list above. These kinds of issues are simply resolved with URL redirections, but again, they deserve consideration by any web design agency that takes care of hosting and is serious about the SEO of their customers’ websites. Botched canonical URLs Another common issue we see is an incorrect implementation of canonical URLs. What typically happens here is that the person building the site looks at canonical URLs as an SEO checklist kind of job. They are implemented by dynamically inserting the URL in the address bar into the canonical URL. This is fundamentally flawed in that we can end up with the site running on multiple URLs, each with a canonical URL claiming that they are the authoritative version. So the canonical implementation exacerbates rather than resolves the issue. Canonical URLs are a powerful tool when wielded wisely, yet they must be used properly or they can make matters worse.