Keyword Cannibalisation
Keyword cannibalisation happens when two or more pages on the same website target the same keyword and search intent, so they compete with each other in Google. Instead of one strong page ranking well, Google switches between them or ranks neither as highly as it could.
Why keyword cannibalisation hurts
- Split signals: links, internal links and engagement are divided between several pages.
- Unstable rankings: Google alternates which page it shows, so positions fluctuate.
- The wrong page ranks: a blog post may rank instead of the service page that converts.
- Wasted effort: you maintain several similar pages when one would perform better.
What is not cannibalisation
Several pages appearing for the same keyword is not always a problem. If the search has mixed intent, or Google shows two of your pages together in the top results, they may be serving different needs. Cannibalisation is a problem when pages target the same intent and none ranks as well as it should.
How to find keyword cannibalisation
- Google Search Console: in the Performance report, filter by a query and click the Pages tab. Several pages receiving impressions for the same query, with positions moving between them, is a warning sign.
- Site search: search Google for site:yourdomain.co.uk “keyword” to see which pages Google associates with it.
- Keyword mapping: list each page’s main keyword. Duplicates in the list show where pages overlap.
- Rank tracking tools: many show when the ranking URL keeps changing.
How to fix keyword cannibalisation
- Merge and redirect: combine the best content from competing pages into one stronger page and add 301 redirects from the others. This is usually the most effective fix.
- Refocus: change one page to target a different, related keyword or intent, updating its title, headings and content.
- Adjust internal linking: point internal links for the keyword to the page you want to rank, with matching Anchor Text, and stop linking to the competing page with that anchor.
- Canonicalise: if both pages must stay live with very similar content, use a Canonical Tag pointing to the preferred page.
- Noindex or delete: remove pages that add nothing unique (see Content Pruning).
Preventing cannibalisation
- Do Keyword Research and group keywords by intent before creating content (Keyword Clustering).
- Keep a keyword map that assigns one main keyword or cluster to each page.
- Before writing a new article, search your own site for existing content on the topic and consider updating it instead.
- Be careful with location and service pages that share very similar wording.
- Link supporting articles to the main page rather than letting them compete for its keyword.
A common example
A business has a service page for “SEO audit” and a blog post titled “What is an SEO audit and how much does it cost?”. Both rank on page two. Merging the useful parts of the post into the service page, or refocusing the post on “how to do an SEO audit yourself” and linking it to the service page, often lets one page reach page one.
Key Takeaways
- Cannibalisation happens when your own pages compete for the same keyword and intent.
- Search Console’s query and page reports reveal it.
- Merging and redirecting is usually the most effective fix.
- Point internal links for a keyword to one preferred page.
- Keep a keyword map to prevent it.
Related Terms
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