Keyword Cannibalization

Why It Matters

Keyword cannibalization weakens SEO by dividing authority, confusing search engines about which page to rank, and often resulting in multiple pages ranking poorly instead of one ranking well. It's a common issue on large sites with similar content.

How It Works

When several pages target identical keywords, search engines must choose which to rank. This creates uncertainty, splits backlinks and authority across pages, and often results in fluctuating rankings as Google alternates which page to show. Consolidated authority on one page typically outperforms split authority across multiple pages.

Use Cases

• An e-commerce site has 5 blog posts all targeting 'best running shoes' - none rank well because authority is split
• A SaaS company creates separate pages for 'project management software' and 'project management tool' (same intent) causing cannibalization
• A service site has location pages targeting identical service keywords, confusing search engines about which to rank

Best Practices

• Audit site for cannibalization using Search Console (check which pages rank for the same queries)
• Consolidate similar content into one comprehensive page instead of maintaining multiple thin pages
• Use 301 redirects to point cannibalized pages to the strongest version
• Differentiate page focus - target 'best running shoes' on one page, 'running shoe reviews' on another
• Implement canonical tags if pages must exist separately but serve similar content
• Create distinct keyword targets for each page in your content strategy