Keyword Cannibalization

Keyword cannibalization occurs when two or more pages on your website target the same primary keyword or search intent, causing them to compete against each other in search results. Instead of having one strong page that consolidates all ranking signals, the search engine must choose between multiple pages, often resulting in neither page ranking as well as a single optimized page would.

The signs of keyword cannibalization include fluctuating rankings where different pages from your site alternate in search results for the same query, lower-than-expected rankings despite strong content, and Google ranking a less relevant page over the page you intended to rank. Cannibalization can also dilute click-through rates, split backlink equity between competing pages, and create a confusing user experience.

Resolving keyword cannibalization requires a systematic approach. Start by auditing your site to identify pages targeting the same keywords using tools like Google Search Console. Then choose one of several solutions: consolidate the competing pages into a single comprehensive page using 301 redirects, differentiate the pages by adjusting their target keywords to focus on distinct search intents, use canonical tags to signal the preferred page, or improve internal linking to clarify which page is the primary resource for that topic.