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You might notice an unexpected drop in the ranking of a specific keyword after hours of content development, with multiple pages from your own website appearing in the search engine results pages (SERPs) for the same query. This situation, known as keyword cannibalization, occurs when two or more of your web pages unintentionally compete for the same keyword, ultimately limiting the search potential of each. Rather than allowing a single, well-optimized page to dominate the search results, the search engine algorithm is forced to decide which page to rank, often resulting in both pages performing poorly. As a result, the overall SEO strategy is undermined, and you may fail to achieve the desired visibility for the targeted keyword. In essence, keyword cannibalization causes your content to dilute its effectiveness, preventing your pages from achieving their full ranking potential and hindering the overall success of your SEO efforts. Addressing this issue requires identifying the competing pages, resolving the overlap, and ensuring that each page has a unique keyword focus, which will help streamline your SEO strategy and improve rankings.
Keyword cannibalization is this vexing result that suggests your content isn’t reaching its full search potential.
What Exactly Is Keyword Cannibalization?
When two or more of your pages begin to fight for ranks on the SERPs for the same keyword or query, this is referred to as keyword cannibalization. This can be seen in a variety of ways:
Cannibalization is frequently the consequence of a simple misunderstanding. You may have unknowingly optimized two or more pages for the same keyword. You might not be aware that you already have content targeting that term.
Having said that, we have also worked with teams that intentionally cannibalize keywords, oblivious to the ramifications of their behavior.
This problem may also occur organically for multinational teams when several regional sites show for the same keywords. This can occur when pages lack hreflang tags or are not optimized for their intended locales.
When consumers make a Google search, the search algorithm is unsure which page to serve them, resulting in your pages competing with one another.
Before we get into how to detect and solve this problem, let’s speak about the repercussions of keyword cannibalization on a website.
What Causes Keyword Cannibalization?
“What’s the problem with keyword cannibalization?” we’re frequently asked. “Since one of my pages is ranking in the SERP, it shouldn’t be a problem, right?”
Unfortunately, this is the case. Keyword cannibalization may have major consequences for the SEO of a site and your overall SEO strategy.
For Example:
- The ranking page, may not be as relevant to your audience.
- Having the improper page ranking for the keyword can also reduce the page’s authority.
- You’ll also squander the crawl budget.
- Cannibalization might dilute your links as well.
- The problem may potentially indicate low content quality.
Methods For Detecting Keyword Cannibalization
Keyword cannibalization is a common yet often overlooked issue in SEO that can hinder the overall performance of your website. When multiple pages compete for the same keyword, the result is often diminished visibility and lower rankings for all those pages involved. Detecting keyword cannibalization is crucial in ensuring that your SEO strategy remains effective and that each page on your website has its own chance to rank for a specific search term. There are several methods available to detect keyword cannibalization, each focusing on different aspects of your website’s content and rankings.
1. Using Rank Trackers
One of the first and most straightforward methods for detecting keyword cannibalization is to use a rank tracker. Rank trackers allow you to monitor your keyword rankings and identify if multiple pages are ranking for the same keyword. By tracking which URLs are ranking for specific terms, you can easily spot any overlap and determine whether different pages are competing for the same keyword.
For example, if you have two pages targeting the same keyword, the rank tracker will show both URLs as ranking for that term, even if one of them should ideally be ranking higher. This overlap can confuse search engines and dilute the authority of each page. A rank tracker can also help you identify patterns in your rankings over time. If multiple pages are consistently ranking for the same keyword and none of them are ranking on page one of the SERPs, this is a clear sign of keyword cannibalization.
Rank trackers also provide other valuable metrics, such as the position history of a keyword, which can help pinpoint when cannibalization started affecting your rankings. This tool will help you stay on top of keyword performance and allow you to take action before your pages lose their rankings altogether.
2. Identifying Multiple Ranking Pages for the Same Term
Another approach for detecting keyword cannibalization is to manually check if more than one page from your website is ranking for the same keyword. In some cases, a rank tracker may not always catch every instance of cannibalization, so performing a manual search can also be effective. You can start by searching for the keyword in Google and reviewing the URLs that appear in the search results. If you find that two or more of your pages are ranking for the same term, this is a clear indication of keyword cannibalization.
While performing this check, pay attention to the following:
- SERP Position: Are both pages ranking on the first page of results, or is one ranking higher than the other?
- Relevance: Are the pages offering similar content or targeting the same user intent?
- User Experience: Does one page provide a more comprehensive or user-friendly experience than the other?
If both pages appear on the same SERP and seem to serve the same purpose, you may need to consider resolving the cannibalization issue to improve your rankings.
3. Analyzing SERP Performance
Cannibalization often results in lower overall rankings for the competing pages. If both pages are struggling to rank on the first page of Google, it’s likely that cannibalization is the cause. This is particularly evident when you notice that two or more pages targeting the same keyword are ranking on lower pages of the search results, such as page two or three, instead of the first page where visibility is crucial.
In these cases, search engines are unsure which page to prioritize, leading to split rankings and a diluted authority across multiple pages. When pages rank lower due to keyword cannibalization, it’s a signal that neither page is fully optimized or strong enough to perform well on its own. This can prevent your content from gaining the visibility and authority it deserves. Analyzing this behavior will help you identify instances where pages aren’t competing effectively and may prompt you to consolidate content or optimize a single page to take full advantage of the keyword.
4. Frequent Ranking URL Changes
Another sign of keyword cannibalization is when the ranking URL changes frequently for the same keyword. In this scenario, the search engine is having trouble determining which page is the most relevant for that term, resulting in fluctuating rankings for multiple pages. The search engine may randomly rotate between different pages, but none of them will consistently hold a strong position. This constant change in rankings is a clear indication that Google cannot make a solid decision about which page should rank for the keyword, causing your website to lose valuable organic traffic.
In some cases, this issue can arise because the pages in question are almost identical in terms of content or user intent. If there is minimal differentiation between the pages, Google may struggle to understand which page offers the most valuable content for users, causing the rankings to fluctuate. To resolve this, you will need to review the content on the competing pages, identify which one should rank, and apply the appropriate SEO techniques, such as consolidating the pages or redirecting the weaker one.
5. Looking at Content Similarity
If two or more pages are ranking for the same keyword, they may be targeting the same search intent but offering similar content. This similarity in content can confuse search engines and result in keyword cannibalization. When pages offer content that is too similar, Google will struggle to differentiate them and may treat them as duplicate or near-duplicate content, thus lowering the rankings of both pages.
A good practice is to regularly review your content to ensure that each page provides unique value to users. If you find that two pages have overlapping content or serve the same user intent, you may need to merge the content or choose one page as the “primary” and optimize it further to enhance its chances of ranking higher.
The State of Keyword Cannibalization Among Global Brands
Keyword cannibalization is not only a challenge for small businesses but also a prevalent issue for global brands with international websites. Large multinational companies often face keyword cannibalization due to improperly configured hreflang tags, which are used to signal to search engines the appropriate language or regional targeting of a webpage. Without proper hreflang implementation, search engines may rank pages from one country or region in another, resulting in keyword cannibalization across different versions of the same website.
For example, if a global brand sells the same product in multiple countries, their product page may appear in the search results for a country where the page is not intended to rank. This can happen when the website has separate pages for different regions (e.g., the US, UK, and Australia) but the hreflang tags are not correctly set. As a result, a page from one country may be ranked for a keyword in another country, causing keyword cannibalization across different regions.
To resolve this issue, global brands need to ensure that their hreflang tags are properly configured and that each region or country has a clear and distinct page targeting its audience. By reviewing which pages are receiving organic traffic from the wrong region and correcting the hreflang tags, global teams can avoid cannibalization and improve their SEO performance in each market.
Analyzing Global Brand Performance
Global brands can perform regular audits to identify if any pages from the wrong region are receiving organic traffic. Tools like Google Search Console or specialized SEO audit tools can help you identify pages that are not performing as expected in their target regions. By analyzing organic traffic data and identifying pages that are getting ranked in the wrong locations, global teams can quickly spot and resolve keyword cannibalization issues.
Avoiding International Keyword Cannibalization
To avoid international keyword cannibalization, brands should:
- Ensure correct hreflang tag implementation for each regional page.
- Regularly audit their global sites to check for any regions where pages are mistakenly ranking.
- Use regional and language-specific keywords for each version of the page, avoiding overlap between different markets.
- Consider creating distinct content for each region to make each page more relevant and tailored to its specific audience.
How To Resolve Keyword Cannibalization Problems
You have a handful of options once again.
However, there is one essential step you must do before you begin: you must first identify which page should rank for the keyword and which assets you need to remedy the cannibalization.
The asset you want to target the term is the page you want to rank, which we’ll refer to as the “stronger page” further on. Any other asset referred to as “weaker pages,” is the material that is now consuming the stronger page.
Internal Link Structure
Interlinking to the stronger, preferred page from the weaker page is one solution to the cannibalization problem. Make sure to utilize the target term as the anchor text for the hyperlink as well.
- 301 Redirect
The most popular method is to use a 301 redirect to merge the two cannibalizing attributes into one. This tells Google that the weaker page is an earlier version of the information and that it should only rank the newer and updated page.
- Canonical Tag
Another solution is to add a canonical tag to the weaker page, linking to the page where you want the keyword to rank. This technique is perfect if you don’t want to remove the weaker page but want to prevent Google from recognizing it as a better alternative for ranking for the term.
- Re-Optimization
You may also retarget the less effective page with a different term. This would include updating the meta tags – title and description – as well as revising the text to target a different term.
This technique may need some further work, such as keyword research to select another term for which you may reoptimize the website.
Use a tool like WebTool to find out what else you need to add to the page to make it relevant to the new keyword.
Overall, this is by far the best choice to consider if you want to preserve both properties and keep them in the SERP.
- Content Consolidation
You may also combine the content from both sites into one asset, often the stronger one, to produce a single piece that targets the term.
You must then 301 redirect any additional information you’ve consolidated into the stronger page, resulting in a far more robust resource on the subject.
- Hreflang Tag
Global teams should also think about assessing and correcting any possible hreflang tag problems. As previously stated, this is the only reason they may face worldwide keyword cannibalization.
Avoiding SEO Cannibalization
One of the most important steps to ensure your website’s SEO strategy is successful is to avoid SEO cannibalization. SEO cannibalization occurs when multiple pages of your website target the same or similar keywords, thereby competing against each other for visibility in the search engine results pages (SERPs). This leads to a diluted search presence, as search engines cannot decide which page is the most relevant for a particular search query. The result is that your pages may rank lower, or worse, fail to rank at all for important keywords, reducing your website’s overall visibility and traffic.
To avoid SEO cannibalization, you need to implement a strategic approach that involves assigning distinct keywords to each page, making sure your content is optimized for different user intents, and avoiding unnecessary overlap in topics. While this may seem like a daunting task, particularly for larger websites with hundreds or even thousands of pages, it is possible with a structured and methodical approach.
1. Assign Unique Keywords to Each Page
The first and most effective method for avoiding SEO cannibalization is to assign unique keywords to each page. Every page on your website should be optimized for a specific set of keywords that reflect its unique content and purpose. When you optimize each page for a distinct keyword or a group of closely related keywords, you ensure that there is minimal overlap between pages.
To begin, you should perform thorough keyword research to identify the most relevant and high-traffic keywords for your website. This includes not only the primary keywords you want to target but also secondary, long-tail, and related keywords. Once you’ve compiled a list of keywords, it’s important to assign a unique keyword (or set of keywords) to each page of your website. This way, each page will have a clear SEO goal and can rank for a specific search query without competing with other pages on the site.
For example, if you run an e-commerce website selling furniture, your product pages might target specific furniture items, such as “modern dining tables,” “leather sofas,” or “queen-size beds.” Meanwhile, your blog pages could target broader or niche keywords, like “how to style a living room” or “best furniture for small apartments.” This clear division ensures that each page has a unique purpose and doesn’t compete for the same search terms.
2. Conduct a Content Audit
One of the first steps in avoiding SEO cannibalization is to conduct a content audit of your website. A content audit involves reviewing all the pages on your website and analyzing which keywords each page is targeting. This is an essential process, especially if your site has grown over time or if you are dealing with a large number of pages.
To conduct a content audit, start by listing all the pages on your website and the keywords they currently target. This can be done using SEO tools like Google Search Console, SEMrush, Ahrefs, or Moz, which can provide a detailed list of the keywords each page is ranking for. After you have this data, you can identify any instances of keyword overlap or cannibalization.
For example, you might find that two blog posts, “The Best Leather Sofas for Your Living Room” and “How to Choose the Right Sofa for Your Living Room,” are both targeting the same keyword, “best leather sofas.” This overlap can confuse search engines, and it may result in both pages competing for the same keyword, reducing their effectiveness.
Once you’ve identified instances of keyword cannibalization, you can take steps to address the issue. You may decide to merge the two pages into a single, more comprehensive page or rewrite one of the pages to target a slightly different keyword. Alternatively, you could adjust internal linking strategies or apply noindex tags to prevent certain pages from competing in the SERPs.
3. Use a Keyword Mapping Strategy
To further prevent SEO cannibalization, it’s helpful to use a keyword mapping strategy. Keyword mapping involves assigning a specific keyword or set of keywords to each individual page on your site. The idea is to create a roadmap that details which keyword each page will target. This mapping process ensures that you avoid overlapping keywords and gives you a clear path to follow when creating new content for your site.
You can map keywords to your pages using a simple spreadsheet that lists all the pages on your website and the keywords assigned to each one. For example, if you have a homepage, category pages, product pages, and blog pages, you should ensure that each page is associated with a distinct keyword or set of keywords. This prevents two pages from fighting for the same keyword and makes it easier to track and optimize each page’s performance over time.
A keyword mapping strategy is particularly important when managing a large site with many pages. Without a clear mapping system, it’s easy to end up with content duplication or cannibalization as new pages are added. By mapping out your keywords ahead of time, you can stay organized and ensure that every page on your website has a specific, targeted purpose.
4. Optimize for User Intent
Another crucial factor in avoiding SEO cannibalization is to optimize for user intent. User intent refers to the reason behind a search query — what the user is looking for when they enter a particular search term into Google. Search engines are constantly evolving to understand and prioritize the intent behind each query, so it’s essential to optimize your content with this in mind.
To avoid cannibalization, you need to create content that satisfies different types of user intent. For example, a search for “buy leather sofa” has transactional intent, meaning the user is looking to make a purchase. On the other hand, a search for “how to clean leather sofa” has informational intent, meaning the user is looking for advice or guidance.
By differentiating your pages based on user intent, you can avoid targeting the same keywords on multiple pages. For example, you can dedicate one page to product sales with a focus on transactional keywords (e.g., “buy leather sofa”) and another page to blog content with a focus on informational keywords (e.g., “how to care for a leather sofa”). This way, each page serves a distinct user need and doesn’t compete with other pages for the same search term.
Optimizing for user intent also helps improve the overall user experience on your website. When your pages meet the specific needs of your audience, they are more likely to stay on your site longer, engage with your content, and convert into customers. By aligning your SEO strategy with user intent, you can avoid SEO cannibalization and provide a better experience for your visitors.
5. Consolidate and Update Existing Content
Over time, content on your website may become outdated or less relevant, leading to potential SEO cannibalization. When you find that two pages are competing for the same keyword or providing redundant information, it’s a good idea to consolidate those pages into one comprehensive resource. Consolidation not only helps resolve cannibalization issues but also strengthens your content by focusing all your efforts on a single page.
To consolidate content, identify the most relevant, high-quality content from each competing page and combine it into one well-optimized page. You can then implement 301 redirects from the outdated or underperforming pages to the newly consolidated page. This way, you retain any link equity and traffic from the old pages while providing users with a better, more valuable resource.
Additionally, make sure to update existing content regularly. Search engines favor fresh, relevant content, so keeping your pages up-to-date can help maintain or improve their rankings. If you’ve consolidated multiple pages, you can update the new page to ensure it stays relevant and authoritative over time.
6. Optimize Internal Linking
Internal linking is another powerful tool in avoiding SEO cannibalization. By using internal links strategically, you can help guide both search engines and users to the most important pages on your site. Proper internal linking ensures that pages with similar keywords or topics are connected in a way that supports their relevance and authority, without causing them to compete against each other.
For instance, if you have two pages targeting similar keywords, you can use internal linking to emphasize one page as the primary authority on the subject. The secondary page can link back to the primary page using descriptive anchor text, signaling to search engines that one page is more important or comprehensive than the other.
Additionally, avoid excessive internal linking between pages that target the same keywords. This can create confusion for both search engines and users, as it dilutes the perceived relevance of each page. Instead, focus on linking to pages with complementary content that targets different keywords or user intents.
7. Monitor SEO Performance and Adapt
Finally, it’s essential to monitor your SEO performance regularly to identify any new instances of cannibalization or potential keyword overlap. SEO is an ongoing process, and the effectiveness of your strategies may change over time as search engines update their algorithms or as new content is added to your site.
Using SEO tools like Google Search Console, Ahrefs, or SEMrush, you can track your website’s rankings and identify any keyword cannibalization issues. Regular monitoring allows you to spot problems early and make adjustments before they negatively impact your rankings.
As your website grows and evolves, it’s important to keep reassessing your SEO strategy and making necessary adjustments to avoid cannibalization. This includes refining your keyword mapping, optimizing existing content, and ensuring that all new content follows best practices for avoiding overlap.
Final Thoughts
One of the most typical SEO difficulties on websites is keyword cannibalization. Regrettably, it is also one of the most dangerous. To detect and eradicate it, you’ll need a large and dependable source of data to examine your site’s performance, recognize concerning trends, and discover insights to avoid several sites fighting for the same term. ThatWare provides WebTool, a comprehensive suite of tools to assist you with the work and more.
Thatware | Founder & CEO
Tuhin is recognized across the globe for his vision to revolutionize digital transformation industry with the help of cutting-edge technology. He won bronze for India at the Stevie Awards USA as well as winning the India Business Awards, India Technology Award, Top 100 influential tech leaders from Analytics Insights, Clutch Global Front runner in digital marketing, founder of the fastest growing company in Asia by The CEO Magazine and is a TEDx speaker and BrightonSEO speaker.
