Google has cautioned against the use of "sneaky redirects" with rel=canonical tags when updating website content. This warning was issued during an episode of Google’s Search Off The Record podcast, where John Mueller and Lizzi Sassman of the Search Relations team discussed strategies for managing "content decay".
The rel=canonical tag is seen as misleading when used to link similar, but not equivalent, content. This tag is generally used to tell search engines that two pages are equivalent, and it can choose either. However, using it to signal a redirect when the content isn’t equivalent is seen as manipulative.
Instead of using rel=canonical tags, Mueller suggests redirecting the old content to the updated page or keeping both versions if the older content still holds value. Using redirects or canonical tags incorrectly can be seen as an attempt to manipulate search rankings, which violates Google’s guidelines and can result in penalties or a decrease in visibility.
FAQ
Issues with using rel=canonical tags for updated content: Using rel=canonical tags can be misleading if the old and new pages aren’t equivalent. It should only be used when content is truly equivalent; otherwise, a 301 redirect or maintaining both pages is recommended.
Keeping outdated content accessible to users: It’s acceptable to keep outdated content accessible if it still holds value. You can either redirect outdated content to the updated page or keep both versions of the content live.
Handling redirects when updating website content: The correct approach is to use a 301 redirect if the old content has been replaced or is considered obsolete. A 301 redirect tells search engines—and visitors—that the old page has moved permanently to a new location. It allows the transfer of link equity and minimizes negative impact on search rankings.
