Keyword Cannibalization

What is Keyword Cannibalization?

Keyword cannibalization occurs when multiple pages on a website target the same or very similar keywords, leading to competition between those pages in search engine results. This internal competition can dilute the authority and ranking potential of each page, potentially reducing overall organic traffic.

Why Should You Care About Keyword Cannibalization?

Keyword cannibalization can be a concern when it:

• Dilutes Page Authority: Multiple pages targeting the same keyword may split the link equity and authority that could have been concentrated on a single page.
• Confuses Search Engines: Search engines may struggle to determine which page is the most relevant for a given keyword, which can affect overall rankings.
• Impacts User Experience: Competing pages can lead to inconsistent user experiences if they provide overlapping or redundant content.

However, keyword cannibalization is not always detrimental. In some cases, having multiple pages ranking for the same keyword can be beneficial, especially if they target different aspects of the user’s search intent or provide complementary information.

How to Identify Keyword Cannibalization

1. Check for Multiple Rankings:

• Use tools like Ahrefs Site Explorer to identify which pages on your site rank for the same keywords. Follow these steps:
  1. Enter your domain into the Site Explorer.
  2. Go to the “Organic keywords” report.
  3. Enable the “Multiple URLs only” filter to see keywords for which more than one URL ranks.

1. Review Search Intent:

• Assess whether the pages targeting the same keyword have similar search intent or if they cater to different aspects of the keyword. Pages with overlapping intent may be more prone to cannibalization issues.

How to Fix Keyword Cannibalization

1. Merge Competing Pages:

• Identify the Best Performing Page: Choose the page with the highest authority, best ranking, and most backlinks.
• Consolidate Content: Merge the content of all competing pages into this top-performing page.
• Redirect Old Pages: Delete the old pages and set up 301 redirects to the new consolidated page. Update internal links to point to the new URL. Steps to Merge Pages:
• Collect and combine content from all competing pages into one comprehensive article.
• Choose the URL of the best-performing page or create a new URL if necessary.
• Redirect old URLs to the new page using 301 redirects.
• Update internal links that pointed to the old pages.

1. Update and Optimize Existing Pages:

• If merging pages is not feasible, update each page to target different keywords or subtopics to reduce overlap.
• Improve the content to clearly address unique aspects of the keyword and search intent.

1. Delete Outdated or Thin Content:

• If certain pages provide little value or are outdated, consider deleting them and redirecting them to a more relevant, higher-quality page. Steps to Delete Pages:
• Evaluate the value and relevance of the pages in question.
• Delete low-value or outdated pages.
• Implement 301 redirects from the deleted pages to more relevant content.
• Update internal links to remove references to the deleted pages.

When Cannibalization Isn’t a Problem

• Distinct Search Intents: If the competing pages address different search intents or user needs, cannibalization may not be problematic.
• Beneficial Competition: Sometimes, having multiple pages targeting similar keywords can increase overall visibility and capture different segments of search traffic.

Conclusion

Keyword cannibalization can impact your site’s SEO performance by diluting page authority and confusing search engines. While it’s essential to identify and address genuine cannibalization issues, not all instances are problematic. Evaluate the impact of overlapping keywords on your site’s organic performance and decide on the best course of action based on whether it affects your traffic and rankings.