yoursite.com/menu, www.yoursite.com/menu and yoursite.com/menu?ref=insta can all show the same page. A <link rel="canonical"> tag names the main one, so search engines combine their signals instead of splitting them.
Glossary
Canonical URL
Telling search engines which address is the main copy of a page when the same content appears at several addresses.
Be the first name owners find.
Run the free check, then press Optimize. Then back to the dogs.