Keyword Cannibalization: Why Is It Important for SEO?

Do you know that keyword cannibalization can harmfully impact your website ranking?

Let me walk you through a scenario: Have you ever felt frustrated watching your website’s organic traffic decline, even when you’re doing everything right, such as publishing fresh content, following SEO best practices, and targeting all the right keywords? 

I know that feeling. I’ve been there, too, wondering why my rankings seemed stuck in place despite all my efforts.

And it turns out that the culprit is keyword cannibalization. 

So, in this guide, I’ll explain exactly what keyword cannibalization is, why it matters, and how you can prevent it. 

Let’s start with a definition.

What is Keyword Cannibalization?

Keyword cannibalization occurs when multiple pages on a website target the same search term or keyword, resulting in internal competition that can negatively impact search engine rankings. 

When multiple pages on your site target the same keyword or topic, you’re essentially creating internal competition. 

This can confuse search engines, making it challenging for them to determine which page should be ranked for a particular query.

As a result, search engines might choose to display a less optimal page or, worse, split the ranking power between multiple pages, diminishing the overall visibility of your content.

Common Scenarios Leading to Keyword Cannibalization

Here are some common scenarios that can lead to this issue:

• Evolving Content Strategy: As your website grows, you might create new SEO content that inadvertently overlaps with existing pages. For instance, a blog post about “effective email marketing strategies” might compete with an older service page offering “email marketing solutions.”
• Product Variations: E-commerce sites frequently face this challenge when they have multiple pages for similar products.
• Inconsistent Keyword Strategy: Without a proper keyword research strategy, you might optimize various pages for the same keywords, unknowingly creating internal competition.
• Localized Content: Businesses with multiple locations might create separate pages for each area, potentially causing cannibalization if not properly differentiated.

Importance of Keyword Cannibalization in SEO

Keyword cannibalization isn’t just a minor inconvenience; it can significantly affect your website’s performance and visibility in search results.

It can impact your SEO strategy in the following ways:

• Instead of having one strong page ranking for a keyword, you might end up with multiple weaker pages, none of which rank as well as a single, authoritative page would.
• Search engines might struggle to determine which page is most relevant, causing your rankings to fluctuate as different pages take turns appearing in search results.
• If searchers see multiple results from your site for the same query, they might be less likely to click on any of them, perceiving your content as repetitive or less authoritative.
• Search engines may choose not to index some of your pages if they appear too similar to existing content, potentially leaving valuable information hidden from search results.

Signs of Keyword Cannibalization

While it may not always be immediately apparent, several telltale signs can indicate you’re facing keyword cannibalization, such as:

1. Frequent Position Changes: If your rankings for a keyword jump significantly from day to day or week to week, it might indicate that search engines are struggling to determine which of your pages is most relevant.
2. Different Pages Ranking for the Same Term: On different days, different URLs from your site appear in search results for the same query.
3. Inconsistent Performance Across Similar Keywords: If you rank well for one keyword variation but poorly for a closely related term, it could be due to cannibalization issues.
4. Mismatched Landing Pages: If users land on pages that aren’t your primary target for a particular keyword, this could suggest cannibalization.
5. Multiple Pages Receiving Traffic for the Same Term: When several pages on your site receive a small amount of traffic for the same keyword rather than one page receiving the majority, it’s often a sign of cannibalization.
6. High Bounce Rates on Unexpected Pages: If users are landing on pages that don’t best serve their search intent due to cannibalization, you might see higher than normal bounce rates.
7. Decreased Visibility for Important Keywords: You might see a drop in impressions or average position for previously performing keywords.
8. New Pages Struggling to Gain Traction: If you’re creating new, high-quality content but finding it difficult to rank, existing pages targeting similar keywords might be the culprit.

7 Best Practices to Prevent Keyword Cannibalization

Now that you understand how to identify keyword cannibalization, it’s time to move on to the main part: how to identify and fix keyword cannibalization.

Let’s look at the seven practices you can adopt.

1. Understand Keyword Search Intent

One of the most effective ways to prevent keyword cannibalization is to deeply understand your target keywords’ search intent. 

This involves analyzing what users are looking for when they enter a specific query. 

Here’s how to approach this:

• Analyze SERP Features: Look at the types of results Google displays for your target keywords. Are they predominantly informational articles, product pages, or local results? This can give you insights into the primary intent behind the search.
• Categorize Keywords by Intent: Group your keywords into categories such as informational, navigational, commercial, or transactional. This will help you align your content strategy with user needs.
• Create Content for Specific Intents: Instead of creating multiple pages that target the same broad keyword, focus on creating cornerstone content that addresses specific intents within that topic.
• Use Intent-Specific Modifiers: Incorporate modifiers that align with search intent in your keywords and content. For example, “how to” for informational content or “buy” for transactional pages.

2. Know the Importance of Long-Tail and LSI Keywords

Incorporating long-tail and Latent Semantic Indexing (LSI) keywords into your strategy can significantly reduce the risk of keyword cannibalization while improving your overall SEO performance. 

That’s because long-tail keywords are more specific and often have lower competition. By targeting these, you can create distinct content less likely to overlap with other pages on your site.

To effectively use long-tail and LSI keywords, do the following:

• Conduct thorough keyword research to identify relevant long-tail variations of your main keywords.
• Use tools like Google’s “People Also Ask” and “Related Searches” sections to find LSI keywords.
• Incorporate these terms throughout your content, including in headings, subheadings, and body text.
• Create separate pieces of content for distinct long-tail keywords that warrant their pages.

3. Run a Content Audit to Identify Content Gaps

Regularly auditing your content is important for maintaining a healthy website and preventing keyword cannibalization.

That’s because a thorough content audit can help you identify gaps in your content strategy, spot potential cannibalization issues, and optimize your existing pages. 

You can conduct a content audit using SEOBoost.

Input your keyword and URL into SEOBoost’s Content Audit tool to get an overview of your content’s performance in less than two minutes. 

It highlights key metrics like word count, readability, and keyword usage compared to top competitors.

You can use the detailed comparison reports to address content gaps, consolidate similar pages, update outdated content, and ensure a more effective site structure.

4. Use Canonical Tags

Canonical tags tell search engines which version of a page should be considered the “master” copy, effectively consolidating ranking signals to a single URL.

They are a powerful tool in preventing keyword cannibalization, especially when you must keep multiple similar pages live on your site. These 

Here’s how to effectively use canonical tags:

• Implement Canonical Tags Correctly: The canonical tag should be placed in your HTML’s <head> section. It looks like this:

   <link rel=”canonical” href=”https://www.example.com/master-page/” />

• Choose the Right Canonical URL: Select the most comprehensive and valuable version of the page as your canonical URL. This should be the page you want to rank in search results.
• Be Consistent Across Your Site: Ensure that your canonical tags are implemented consistently. Inconsistent or conflicting canonical tags can confuse search engines.
• Use Self-Referencing Canonicals: Even on unique pages, including a self-referencing canonical tag is a good practice. This helps prevent issues with URL parameters or other variations creating duplicate content.
• Monitor Canonical Tag Implementation: Regularly check that search engines respect your canonical tags. You can do this through Google Search Console or other SEO tools.
• Consider Cross-Domain Canonicals: If you have similar content across multiple domains (e.g., regional versions of a site), you can use cross-domain canonical tags to indicate the preferred version.

5. Use Proper Keyword Research Tools for Proper Targeting

Effective keyword research is fundamental to preventing keyword cannibalization.

Using the right tools and techniques ensures that each page on your site targets unique keywords or keyword clusters, minimizing the risk of internal competition.

Here are two of my favorite keyword research tools that I use and how you can also use them for proper targeting:

SEOBoost’s Topic Reports

SEOBoost’s Topic Reports offer a comprehensive view of your keyword landscape, helping you identify opportunities and potential cannibalization issues.

It analyzes how competitors target keywords to identify gaps and opportunities in your strategy.

Using this tool, you can group related keywords into topics, ensuring each page targets a distinct cluster.

Using this data, you can align your content with user needs and create distinct pages for different search intents. 

You can also Identify keywords you’re not currently targeting, allowing you to create new, unique content without risking cannibalization.

LowFruits

LowFruits is one of my favorite tools for finding low-competition keywords that can help create unique content.

Using LowFruits, you can identify long-tail keywords with low competition, perfect for creating unique pages.

You can also identify question-based queries that can be used to create FAQ pages or in-depth guides, reducing the risk of overlap with existing content.

The best part about LowFruits is that it focuses on keywords with lower difficulty scores, which helps you create content with a better chance of ranking without competing with your existing pages.

6. Optimize Internal Linking Structure

A well-structured internal linking strategy prevents keyword cannibalization and guides users and search engines to your site’s most relevant content.

I recommend using AIOSEO’s Link Assistant feature to automate your internal linking strategy and prevent keyword cannibalization. 

It helps identify internal linking opportunities and adds contextually relevant links with ease. 

Here are some key tips to make the most of this amazing feature:

• Let Link Assistant suggest optimized anchor texts for added value.
• Link pillar pages to supporting content clusters using automation.
• Keep your linking structure fresh with regular audits, and let Link Assistant guide you to opportunities that need updating.

7. Use GSC to Monitor Keyword Performance

Google Search Console (GSC) is an invaluable tool for monitoring your site’s performance in search results and identifying potential keyword cannibalization issues.

Here’s how to use GSC effectively:

• Review internal links to manage link equity effectively.
• Inspect URLs to identify indexing issues that may cause cannibalization.
• Monitor XML sitemaps and user experience metrics to maintain performance.
• Ensure correct pages are indexed without duplicate issues using the coverage report.
• Check which queries drive traffic and watch for multiple pages ranking for the same query.

Final Word

Keyword cannibalization can hinder your SEO success, but it’s manageable with the right approach. 

Remember, your focus should be on creating scannable, high-quality content, monitoring your site regularly, and adapting your strategy as needed. 

I’d also suggest using SEOBoost to optimize your content planning and effectiveness, ensuring you avoid cannibalization and maximize your ranking potential. 

FAQs

1. How do I fix keyword cannibalization?

To fix keyword cannibalization, combine competing pages by merging similar content or redirecting less important pages to the most relevant one. Alternatively, adjust keywords on each page to target different, unique search terms.

2. Is keyword cannibalization good or bad?

Keyword cannibalization is bad for SEO because it can dilute your ranking power across multiple pages instead of concentrating it on one strong page. That is why, you should avoid keyword cannibalization.

3. What is keyword cannibalization in SEM?

In Search Engine Marketing (SEM), keyword cannibalization refers to a situation where multiple ad campaigns or ad groups within a campaign compete for the same keywords. This can increase costs as you bid against yourself for ad placements.

4. What is an example of cannibalization?

An example of keyword cannibalization is when a website publishes multiple blog posts targeting the same keyword, like “best SEO tools,” instead of one page ranking highly, each post competes against the others, causing all of them to rank lower in search engine results.

Alina Zahid Content Writer

Alina is an SEO professional with specialized knowledge of content marketing. When she’s not busy researching and creating awesome content for SEOBoost, she can be found practicing piano, writing fiction and traveling.

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Content Marketing SEO Content Strategy