Keyword cannibalization happens when several pages of the same website target the same search query or intent and, according to reports, compete with each other in the results. The term comes from SEO practice. Google does not use it, and publishes no statement that it causes a penalty.
How can you recognize cannibalization?
Surfer, Databox and Wincher describe similar signs. For one query, different URLs of the site alternate in the rankings. Positions fluctuate. Neither page gets a strong position although both fit the topic. In Google Search Console, the Performance report filtered by query shows which URLs receive impressions for it. Two URLs for one query do not prove a problem. The pattern over time and the intent behind the query matter.
A frequent cause is pages with different wording but the same intent. Pages with different intents, such as “buy running shoes” and “how to lace running shoes”, can sit side by side.
How can you fix it?
- Consolidate. Merge similar pages and redirect the weaker URL with a 301.
- Reoptimize. Give each page its own focus and intent.
- Canonical or noindex. Use when a page should stay available for users but should not rank. Sources disagree on which option is better.
- Adjust internal links. Point links with fitting anchor text at the page that should rank.
To prevent it, keyword mapping assigns each primary keyword to one page.
Example
A shop has the guide “Running shoes: buying tips” and the category “Running shoes”. Both rank alternately for “buy running shoes”. The guide is refocused on “how to choose running shoes” and links to the category.
FAQ
What is cannibalization in SEO? Several pages of one site compete for the same query.
Is keyword cannibalization the same as duplicate content? No. The texts can differ while the search intent is the same.
Sources
- Keyword cannibalization – Surfer (secondary)surferseo.com
- Keyword cannibalization – Databox (secondary)databox.com
- Keyword cannibalization – Wincher (secondary)wincher.com
Last updated: