Keyword cannibalisation: what is it and how do you fix it?

Telegraph

8 hours ago

As SEOs and digital marketers, we rely on keyword optimisation to rank our content higher in search results. The more keywords we cover, the better our overall search presence will be. Because of this, it's very easy to fall into the trap of producing numerous pieces on the same topic, hoping that Google will choose one to rank highly.
However, this approach can and will lead to keyword cannibalisation issues and ultimately reduce the chances of any single page ranking well.
Here, we'll break down what keyword cannibalisation is, how to avoid it, and how to fix it using SEO tools and best practices.
What is keyword cannibalisation?
Keyword cannibalisation is when similar content on different pages of your site compete for the same keyword. In instances of cannibalisation, pages will be in conflict with each other for one spot on the SERPs. Typically, the end result is that none of the pages rank well for the target keyword, significantly impacting performance and preventing your website from reaching its full potential.
Some examples of keyword cannibalisation
Imagine you're planning a hiking trip and need a reliable pair of trainers. You head to Google and search for 'best trainers for hiking'. Among the top results, you find two articles from the same website, one titled The Best Trainers for Long Hikes, and the other The Best Trainers for Long-Distance Walks. Although both titles align with your search intent, it may be difficult to decide which is most relevant and up-to-date.
Google views this scenario in exactly the same way. When its crawlers encounter multiple articles from the same site targeting nearly identical keywords, it can cause confusion. This overlap may be interpreted as duplicate content, potentially resulting in lower search rankings and a loss of authority and trust for the site.
How keyword cannibalisation impacts performance
It's easy to see why keyword cannibalisation is harmful, but understanding why it undermines your site's SEO is key to resolving the issue:
Internal competition
Instead of one strong page ranking highly, Google may distribute authority across several weaker pages, meaning none of them perform as well as they could have done individually. This weakens your overall visibility.
Reduced authority
Each page ends up competing for clicks, backlinks and user engagement metrics, such as dwell time. As a result, your potential link equity and authority are diluted across multiple pages, reducing the ranking strength of each piece of content.
Confused search intent
When your pages overlap, it becomes unclear to Google which page is the best answer for a search query. This confusion can result in lower rankings for all the competing pages and a poor user experience, as visitors may struggle to find the most relevant content on your site.
How to fix keyword cannibalisation
Addressing keyword cannibalisation involves refining your content strategy to ensure each page has a distinct focus and purpose. Here's how to fix it:
Audit your content
Start by conducting a full content audit using tools such as PiDatametrics or Google Search Console. Look for multiple pages ranking for the same term, or pages with very similar content that could confuse search engines.
Consolidate similar content
If you have multiple pages covering the same topic, consider consolidating them into a single, detailed resource. Use 301 redirects from the old URLs to the new page to preserve link equity and ensure a seamless user experience.
Revise content focus
There will be times when instead of merging content you can repurpose it. In these instances, review the content to ensure each page targets a distinct keyword and serves a unique purpose. Use keyword variations, different angles, or more specific long-tail keywords to differentiate the pages.
Use canonical tags
In cases where merging or deleting content isn't possible – for example similar product pages on an e-commerce site – use canonical tags to signal to Google which version should be treated as the primary source. This helps avoid internal competition in search results and consolidates ranking signals.
Optimise internal linking
Use internal links strategically to signal to Google which page is most authoritative for a particular topic. For instance, if you want one article to rank as the definitive guide for 'best hiking boots', link to it from other related pages, using relevant anchor text. This strengthens the internal hierarchy of your content and boosts the targeted page's chances of ranking higher.
Create a content strategy
Once you've resolved existing keyword cannibalisation issues, prevent them from recurring by developing a content strategy that maps out target keywords and topics for each page. Regularly review and update this strategy to ensure your site remains well-structured and SEO-friendly.
Final thoughts
Keyword cannibalisation is a common pitfall, but with the right approach it's completely manageable. By auditing your content, consolidating where necessary and maintaining a structured content strategy, you'll not only resolve internal competition but also strengthen your site's overall SEO performance.
Focus on creating unique, high-quality content for each keyword to ensure that every page is optimised to reach its full potential.