Keyword cannibalisation

The cannibalisation problem

Instead of one strong page ranking well, you have several weaker pages confusing search engines about which to prioritise. Your pages compete against each other rather than external competitors. This dilutes link equity, splits click-through rates, and weakens overall rankings.

Common scenario: three blog posts all targeting "website performance optimisation". Search engines struggle to determine which deserves the top ranking. They may rotate between them or rank all three poorly. One comprehensive page would perform better.

Identifying cannibalisation

Google Search Console reveals cannibalisation issues. Filter performance reports by query, then check which pages rank for that term. Multiple pages with similar impressions indicate competition.

Search your site for the target keyword. If multiple pages heavily focus on the same term with similar content angles, you likely have cannibalisation. Different pages should target distinct aspects or related but unique keywords.

Fixing cannibalisation

Consolidate content: Merge similar pages into one comprehensive resource. Redirect old URLs to the consolidated page using 301 redirects. This concentrates link equity and presents one clear page for search engines to rank.

Differentiate focus: If consolidation isn't appropriate, sharpen each page's angle. One page targets "website performance basics", another "advanced performance optimisation", a third "performance for e-commerce". Distinct angles prevent direct competition.

Use canonical tags: When pages must exist separately but are very similar, canonical tags tell search engines which version is primary. The non-canonical pages won't compete for rankings.

Prevention through planning

Clear keyword research and content planning prevent cannibalisation. Assign each target keyword to one primary page. Related content can mention the term but should target distinct long-tail variations.

We map keywords to pages during site planning, ensuring each page has distinct purpose and target terms. This strategic approach prevents internal competition before it starts.