How to fix missing canonical on WordPress.org

Steps for WordPress.org

1. Install Yoast SEO or Rank Math (Plugins → Add New → search for the plugin → Install → Activate).
2. Both plugins output self-referencing canonical tags automatically for every post, page, and custom post type.
3. To override the canonical on a specific page: open the post/page editor → find the Yoast SEO or Rank Math meta box → click 'Advanced' → enter the preferred URL in the 'Canonical URL' field.
4. If you are using a custom theme without an SEO plugin, add `<link rel="canonical" href="<?php echo esc_url( get_permalink() ); ?>">` inside the `<head>` section of your `header.php` file.

What is missing canonical?

A canonical tag is a small snippet of HTML code placed in the `<head>` of a web page that tells search engines "this is the official, preferred URL for this content." It looks like `<link rel="canonical" href="https://www.yourstore.com/your-page/" />`. When the same (or very similar) content is accessible at multiple URLs — for example, with and without "www", with tracking parameters like `?utm_source=email`, or through category filter combinations — the canonical tag acts as a signpost that points all the credit back to one master URL. Without it, search engines must guess, and they often guess wrong.

Without a canonical tag, Google may discover multiple URLs showing identical or near-identical content and split the ranking signals (links, authority) across all of them instead of concentrating them on the one URL you actually want to rank. This directly dilutes your organic search rankings and can cause the wrong URL to appear in search results — hurting click-through rates and conversions. For ecommerce stores, product pages are especially vulnerable because filtered URLs (`/shoes?color=red&size=10`), session IDs, and affiliate parameters create dozens of duplicate variants every day. Consistently missing canonical tags is one of the most common technical SEO issues that silently erodes organic traffic over time.

See the complete Missing canonical guide for every platform and the full background.