Abstract: A system and method may include a processor that normalizes dynamic URLs by sorting URL parameters and removing duplicative URL parameters. The processor may additionally or alternatively provide redirects from one URL to another, where the two URLs are associated with duplicative content. The processor may additionally or alternatively insert a canonical tag into content associated with a URL, where the canonical tag points to another URL whose content is a near duplicate of the content associated with the first URL. The processor may additionally or alternatively apply transformation rules to content of a webpage based on the matching of portions of the URL of the webpage to various character strings.