SEO cannibalization occurs when the same website tries to rank for the same keyword using different content or URLs. This means that similar URLs, publications, or content are targeting the same search intent, affecting the site’s SEO architecture.
This is one of the most common SEO issues, yet also one of the least known. Many websites lose traffic and authority without realizing that multiple pages are competing against each other for the same keywords.
If you notice that your content fluctuates in Google’s rankings or that several URLs on your site are fighting for the same search intent, you might be experiencing keyword cannibalization. But don’t worry—at ClickCrows, we can explain what it is, how it affects your website, and how to fix it effectively.
What is SEO Cannibalization?
SEO cannibalization happens when two or more pages on the same website attempt to rank for the same keyword or search intent. As a result, Google doesn’t know which one to prioritize, weakening the site’s overall ranking.
Example of SEO Cannibalization
Imagine you have an online sneaker store and publish two articles:
- “The Best Running Shoes for 2024”
- “The Best Running Shoes for Training”
Both posts target a very similar search intent and could end up competing against each other on Google. Instead of strengthening your rankings, they would dilute each page’s authority, negatively impacting visibility and organic traffic.
How Does Cannibalization Harm Your Website’s Keywords?
Having multiple URLs competing for the same keyword not only confuses Google but also affects your SEO strategy in several ways:
Confusing Google
When multiple pages have similar content and use the same keywords, Google doesn’t know which one to display in search results. This can lead to:
- Pages alternating in rankings without consolidating traffic.
- A less relevant page ranking higher than the one you actually want to appear in search results.
Internal Linking Issues
If your website has internal links pointing to different pages using the same keyword in the anchor text, you might be sending mixed signals to Google, worsening the problem.
Loss of Authority
Instead of having one strong URL accumulating authority and backlinks, relevance is spread across multiple pages, weakening their ability to compete in search rankings.
Drop in CTR and Traffic
If Google decides to display a less optimized URL in search results, it may receive fewer clicks, affecting traffic and conversions.
Indexing and Crawl Budget Issues
Google has a limited “crawl budget.” If resources are wasted on multiple similar pages, it could delay the indexing of new, relevant content.
Types of SEO Cannibalization
There are different types of keyword cannibalization that can affect your website. Let’s look at the most common ones and how to identify them.
Positive Cannibalization
This occurs when two URLs rank in the Top 10 for the same keyword, occupying more space in search results. This is common on high-authority websites like Amazon, where both category and product pages rank for the same search.
Cannibalization can be beneficial if both pages have different goals (e.g., informational vs. conversion-focused content).
It can be caused by duplicate content, poor site architecture, or improper internal linking.
Interchangeable Cannibalization
This occurs when Google alternates between different URLs for the same search query. This indicates that the search engine is unsure which option is the best.
Unwanted Conversion Cannibalization
This happens when an informational page (such as a blog post) ranks higher than a transactional page, like a product category, negatively impacting sales.
How to Detect SEO Cannibalization?
To determine if your website is suffering from this issue, you can use the following tools:
Google Search Console
- Go to “Performance” > “Search Results”
- Filter by a specific keyword
- Check if multiple URLs appear for the same keyword
Ahrefs or Sistrix
- Ahrefs allows you to analyze keywords and see if multiple URLs are ranking for the same search.
- Sistrix provides a filter to detect keyword cannibalization.
Manual Google Search
Type the following into Google:
site:yourdomain.com “keyword”
If multiple URLs appear for the same search, you might have a cannibalization issue.
How to Fix SEO Cannibalization?
If you suspect or have detected this issue on your site, here are the best solutions to resolve it effectively.
301 Redirects
If two pages compete for the same keyword and one is unnecessary, use a 301 redirect to merge them into a single URL.
Example:
- /best-running-shoes
- /shoes-for-running
Redirect one to the other to consolidate authority into a single URL.
Canonical Tags
If both pages contain valuable content but one should take priority, use a canonical tag to tell Google which one is the main version:
<link rel=”canonical” href=”https://yourwebsite.com/main-url/” />
Content Restructuring
If you have multiple similar pages, consider merging them into a more comprehensive and well-optimized piece of content.
Internal Linking Optimization
Ensure that internal links always point to the correct URL using the right anchor text.
Use of Long-Tail Keywords
To avoid competition between your own pages, target long-tail keywords that address different nuances of search intent.
How to Prevent SEO Cannibalization from the Start
The best way to fix SEO cannibalization is to prevent it from happening in the first place. By carefully planning your content strategy and website architecture, you can avoid keyword conflicts and ensure that each page serves a clear purpose in search results.
- Conduct keyword research before creating content.
- Each page should target a single search intent.
- Structure your website properly from the beginning.
- Use SEO tools to analyze performance.
Each Piece of Content Should Have a Single Search Intent
One of the most common SEO mistakes is creating multiple pages for the same search intent. This confuses both Google and users, leading to unnecessary internal competition.
How to avoid it?
Before creating new content, ask yourself:
➡ What user question does this page answer?
Avoid publishing multiple articles or pages on overlapping topics. Instead of creating a new page, update and improve existing content.
Example:
If you already have an article titled “How to Choose Running Shoes,” you shouldn’t create another one called “The Best Running Shoes.” Both target the same search intent. Instead, expand the original content or focus on a more specific topic, such as “The Best Running Shoes for Marathons in 2024.”
Keyword Research Before Content Creation
As we mentioned earlier—but it’s worth repeating because it’s essential—planning is key to avoiding SEO keyword cannibalization issues. A well-structured keyword research process allows you to identify ranking opportunities and ensure that each page has its own primary keyword without overlaps.
Steps for Effective Keyword Research
- Analyze Your Existing Content – Use tools like Google Search Console (free) or Ahrefs (paid) to check which keywords are already ranking on your site.
- Find Keyword Opportunities – Use software like Semrush, Ubersuggest, or Google Keyword Planner to discover new relevant keywords.
- Group Keywords by Search Intent – Separate informational, transactional, and navigational keywords to ensure each has a dedicated, optimized page.
- Check the Top-Ranking Pages – Before creating content, search for the keyword on Google and analyze what types of pages are ranking.
Using SEO tools is crucial to prevent keyword cannibalization. These tools help you:
- Detect if you already have content ranking for a specific keyword.
- Analyze competitors and identify ways to differentiate your content.
- Find opportunities to improve your existing content.
- Check the keyword difficulty before targeting it in your strategy.
Recommended SEO Tools
- Google Search Console – Analyze keyword performance.
- Screaming Frog – Detect duplicate content on your site.
- Ahrefs & Semrush – Analyze competitors and find keyword opportunities.
- Surfer SEO & Frase.io – Optimize content structure and semantics before publishing.
Using Long-Tail Keywords
Long-tail keywords are one of the best strategies to avoid keyword cannibalization. These keywords are more specific and have less competition, making it easier to rank without multiple pages of your site competing against each other.
Benefits of Long-Tail Keywords
- Lower competition and higher conversion rates.
- Helps differentiate similar content without overlap.
- Attracts more qualified traffic with stronger purchase intent.
Examples:
Instead of targeting the generic keyword “running shoes”, you could use:
- “Best running shoes for beginners in 2024”
- “Running shoes with the best cushioning for marathons”
- “Waterproof trail running shoes for mountain terrain”
This ensures each page targets a specific search intent, preventing cannibalization. Use tools like AnswerThePublic, KeywordTool.io, or Ahrefs to find long-tail variations of your main keywords.
What Does Google Say About Keyword Cannibalization?
According to Google’s Search Advocate John Mueller, keyword cannibalization can impact SEO performance. While there’s no strict rule against targeting the same keyword with multiple pages, poor management can harm rankings.
“If you have multiple pieces of content ranking for the same query with the same intent, you’re essentially diluting your content’s value across multiple pages, making them compete against each other.” – John Mueller, Google
In other words, if several URLs on your site target the same keyword with identical search intent, they may weaken each other instead of consolidating authority into one strong page.
However, Mueller also points out that having two pages targeting the same keyword but with different intents is acceptable. For example, an informational page and a transactional page can coexist without issues.
The Key: A Well-Planned Strategy
SEO is not just about avoiding keyword cannibalization—it’s about knowing when to consolidate content and when to allow multiple pages to exist without competing.
Keyword Cannibalization: Summary
SEO keyword cannibalization is a common issue, but it can be fixed with the right strategies. Detecting and addressing these errors can improve your rankings, traffic, and conversions.
How to Prevent Keyword Cannibalization from the Start
- Perform keyword research before creating content.
- Ensure each page focuses on a single search intent.
- Structure your site properly to prevent URL conflicts.
- Use SEO tools to monitor performance.
- Optimize with long-tail keywords to differentiate your content.
