Keyword cannibalization occurs when multiple pages on a single website target the same or similar keywords, leading to those pages competing against each other in search engine results.
Instead of boosting the overall ranking potential of the site, this can dilute the SEO effectiveness and create confusion for search engines about which page should rank for a particular keyword.
The result is often that neither page ranks as well as it could, leading to a drop in search engine visibility and traffic.
How Keyword Cannibalization Happen
Keyword cannibalization can occur in various ways:
Multiple Blog Posts on the Same Topic
If a website has several articles that target the same keyword or phrase (e.g., “best running shoes in Kenya”), it can create internal competition.
Category and Product Pages
E-commerce sites can experience cannibalization when both category pages and product pages target the same keyword.
Similar Landing Pages
Sites with multiple landing pages optimized for similar keywords can end up competing with each other.
This problem can also happen unintentionally when content is created without a clear keyword strategy, resulting in overlapping topics and keyword usage.
Why Keyword Cannibalization is Harmful
Diluted Page Authority
When multiple pages are optimized for the same keyword, authority and traffic are split between them. Instead of one authoritative page, search engines encounter several pages with equal (but lower) relevance.
Lower Search Rankings
Keyword cannibalization can confuse search engines and make them unsure of which page to rank. This results in both pages ranking lower or being displayed inconsistently.
Reduced CTR
If two of your pages are showing up in search results for the same keyword but are ranked lower because of the competition, your click-through rate (CTR) can drop as users choose higher-ranked results.
Wasted Crawl Budget
For larger sites, search engines have a limited crawl budget. Having redundant pages targeting the same keyword can lead to inefficient use of this budget, impacting overall site indexing.
How to Identify Keyword Cannibalization
To check if your site is affected by keyword cannibalization, you can use the following methods:
Google Search
Perform a search using “site:yourdomain.com [keyword]” (e.g., “site:yourwebsite.com best running shoes”). This search will show you which pages on your site are competing for the same keyword.
Google Search Console
Analyze your search queries and landing pages. If you find that SEO Tools: Use tools like SEMrush, Ahrefs, or Moz to analyze keyword rankings and see if multiple pages are competing for the same keyword.
How to Fix Keyword Cannibalization
Once you identify keyword cannibalization, here are some strategies to fix it:
Consolidate Content
If you have multiple pages targeting the same keyword, consider merging them into one comprehensive page. This helps consolidate page authority and creates a more valuable, in-depth resource for readers.
Update Keyword Targeting
Adjust the keyword strategy for competing pages. Ensure that each page is targeting a unique keyword or long-tail variant. This differentiates the content and avoids overlap.
Use Canonical Tags
If consolidation isn’t an option, consider using canonical tags to indicate to search engines which page is the primary source. This helps direct authority and avoids competition between pages.
Internal Linking Optimization
Structure your internal links to emphasize the main page for a particular keyword. Ensure that other related pages link back to this primary page to strengthen its relevance.
Noindex Lesser Pages
If certain pages are not adding significant value, set them to “noindex” to prevent search engines from indexing them and potentially competing with more important pages.
How to Prevent Keyword Cannibalization
To avoid keyword cannibalization in the future, implement these best practices:
Create a Clear Content Strategy
Plan your content topics and keywords in advance, ensuring that each page targets a unique primary keyword.
Keyword Mapping
Maintain a keyword map that lists the targeted keyword for each page on your site. This helps keep track of which keywords have been used and prevents overlap.
Optimize for User Intent
Ensure that each page serves a distinct purpose and meets a unique user intent. For example, if you’re targeting “running shoes” with different pages, one could be a “running shoe buying guide,” while another could be “top running shoes for marathon runners.”
Regular Content Audits
Conduct periodic content audits to identify potential overlaps and ensure your content strategy aligns with your SEO goals.
Conclusion
Keyword cannibalization can be detrimental to your SEO strategy, as it reduces the effectiveness of your pages by spreading authority thin and confusing search engines.
By identifying and resolving cannibalization issues, you can consolidate your content and improve your overall search visibility.
Implementing a well-thought-out keyword strategy and performing regular content audits will help you avoid this problem and maximize the impact of your SEO efforts.