The idea that creating multiple pages targeting the same keyword will boost your page's ranking and drive more traffic is actually a misconception.
If you’re using this strategy, it could be harming your SEO efforts by causing keyword cannibalization.
Curious about what keyword cannibalization is?
When multiple pages on your site are optimized for the same search query, they end up competing against each other, which can lead to all of them ranking poorly.
Having several pages focused on the same keyword confuses search engines, which may result in the wrong page being ranked.
It’s crucial to carefully target keywords to avoid keyword cannibalization and ensure that your pages don’t undermine each other.
In this blog, we’ll delve into the best tools for identifying keyword cannibalization, how to detect it across your site, the negative impact it can have on your SEO, and strategies for resolving it.
Let’s dive into understanding keyword cannibalization and how to address it effectively.
What is Keyword Cannibalization?
Keyword cannibalization is an SEO issue where multiple pages on your website compete for the same keyword, undermining their ability to rank effectively. This problem arises when different pages target identical keywords. Additionally, keyword cannibalization can occur in scenarios such as:
- Publishing similar content over time to cater to audience preferences.
- Having an unclear information architecture on your website.
- Creating multiple pathways to the same product category.
- Neglecting to optimize subcategory pages.
These practices can dilute your website's ability to rank higher for targeted keywords. Therefore, it's crucial to avoid keyword cannibalization to maintain effective SEO.
Preventing keyword cannibalization involves avoiding the publication of pages that target the same keyword and fulfill the same search intent. Effective keyword research is fundamental to this approach.
How does keyword optimization contribute to SEO success?
Keyword optimization enhances your page rankings by focusing on specific key phrases, which helps target search queries more effectively and improves your website’s visibility in search engines.
Example to illustrate keyword cannibalization:
Imagine you run a furniture business that makes handcrafted chairs, tables, sofas, and beds from various types of wood.
In this case, a page dedicated to Sheesham chairs should be optimized solely for the keyword "Sheesham chairs," while a separate page for oak wood tables should focus on "oak wood tables."
If you optimize multiple pages for the same keyword, search engines may perceive your pages as too similar. Search engine results pages (SERPs) will rank the pages that are better optimized for specific keywords, providing a better user experience.
Therefore, it's important to focus on unique keywords for different pages based on varying search intents.
Why is Keyword Cannibalization Detrimental to Your Website's SEO?
SEO keyword cannibalization is an issue because it means you have to compete not only against other competitors but also against your own content. Here are some of the areas where it can cause problems:
1. Impact on search engine rankings
Many businesses and creators believe that optimizing multiple pages for the same keyword will boost their chances of ranking at the top of search engines. However, this is not the case.
When several pages on a website target the same keyword, search engines struggle to determine which page should be displayed for a given search query. Consequently, they may rank the page that is best optimized.
SERP rankings might also fluctuate, making it even harder for your website to achieve a top position.
But what if I told you there’s a way to enhance the visibility of each of your web pages, even if they are optimized for similar or related keywords? It’s not a trick; it’s the keyword clustering SEO strategy at work!
2. Effect on user experience
When a user submits a query to a search engine, the engine determines the user's intent by analyzing the underlying purpose of the terms used.
For instance, if someone searches for 'buy oakwood dining table,' and your site has multiple pages optimized for this term, search engines might display a page detailing the benefits of an oakwood dining table instead of the categories page.
If users don’t find the information they’re looking for right away, they may become frustrated and leave your site.
Keep in mind that SERPs rank pages based on how well they meet user intent. Therefore, it's crucial to focus on improving the user experience by making it easier for search engines to present relevant results.
3. Potential loss of traffic and conversions
Have you ever noticed that your website's organic traffic isn’t growing, and sometimes even declines? In an effort to improve, you might start creating more pages targeting the same keyword, only to realize that this approach could be counterproductive. This issue is known as keyword cannibalization.
When multiple pages on your site compete for the same keywords, it confuses search engines and dilutes page authority. This can lead to a reduced click-through rate, decreased traffic, and lower conversions.
To help your website pages rank higher, attract more traffic, and boost sales, focus on differentiating these pages. This can be achieved by targeting alternative keywords and optimizing your pages around those distinct terms.
How to Find Keyword Cannibalization Issues Across Your Website?
To identify genuine keyword cannibalization issues, you need to find pages that target the same keyword and address similar user intents.
Here are a few methods to help you pinpoint keyword cannibalization problems on your website:
1. Perform a Site: Search
A site: search is a useful method to understand how search engines index your website. It helps you identify overlapping pages by searching your site through Google.
To use this method, enter "site:" followed by your domain name with no spaces into Google.
This will display a list of indexed pages. By adding a target keyword, you can see which pages on your site rank for that specific term.
Review the results to determine if any pages share the same search intent. If they do, you may have a keyword cannibalization issue that needs addressing.
For example, typing “site
.com seo” into Google will show the different pages ranking for the keyword "SEO." You should then assess the intent of these pages; if they are similar, it indicates a potential keyword cannibalization problem that needs to be resolved.
2. Leverage Google Search Console
Google Search Console is a free tool. You can use its performance report to find keyword cannibalization issues. But it does require you to do some manual work. Let's understand its functionality:
- Sign up and log in to Google Search Console
- Go to the performance menu on the left side of the main screen and click on "Search Results"
Google Search Console will show you the list of keywords from which your website has earned impressions and clicks. This tool also allows you to apply a custom query filter; which you can do by:
- Clicking on the New button on top of the screen and click on 'Query'
- Entering the keyword that you think might suffer from keyword cannibalization
- Navigating to the 'Pages' tab to see which URL ranks for this keyword
If it shows that more than one URL gets multiple clicks and impressions for a specific keyword, it means that there can be keyword cannibalization.
3. Keep an eye out for fluctuating rankings for specific keywords
If you notice frequent fluctuations or declines in your search engine rankings, it might be because Google is struggling to determine which pages are most relevant to your target audience.
This confusion can result in significant drops in your website's rankings and cause inconsistent ranking changes.
Additionally, watch for signs of content decay. Content decay occurs when a specific page suddenly experiences a drop in ranking or traffic, indicating that the page is losing its authority.
4. Use keyword cannibalization checker tools
You can utilize keyword cannibalization checker tools to identify and address overlapping keywords, as well as to monitor your website's SERP positions.
These tools can assist you in making informed decisions about your SEO strategy, such as refining your keyword targeting and developing distinct pages for different keywords.
How to Fix Keyword Cannibalization — 6 Key Strategies
Keyword cannibalization in SEO can arise from several factors, not solely from targeting the same keyword across multiple pages. Here are some methods to address and fix keyword cannibalization:
1. Content consolidation
The most effective way to address keyword cannibalization is by consolidating your content.
If you have data spread across multiple pages competing for the same keyword, start by merging this similar content into a single page.
This approach will reduce internal competition and create a more authoritative source for your targeted keywords.
2. 301 Redirects
To quickly address keyword cannibalization, redirect all pages targeting the same keyword to the page that receives the most traffic and impressions and has the strongest SEO potential.
If you cannot identify a single page to consolidate, you can also review the backlink profiles to make your final decision. Implementing 301 redirects ensures that any link authority, ranking power, and traffic from the original pages are transferred to the consolidated page.
This approach will enhance the page's ranking potential and offer a clearer path for both users and search engines.
3. Backlinks
Building backlinks can enhance your website's ranking by boosting its credibility and authority. These backlinks enable users to discover your valuable and relevant content on various websites.
Additionally, backlinks can increase brand awareness and drive website traffic by acting as a referral system, directing users from other sites to yours.
Incorporating backlinks into your SEO strategy can improve optimization by signaling quality to search engines, which can help address keyword cannibalization issues.
The more endorsements you receive from authoritative websites, the higher your website will rank in search engines, reducing the likelihood of keyword cannibalization.
4. Improve internal linking strategy
The most effective way to tackle keyword cannibalization is by enhancing your internal linking strategy.
If you have internal links with target keywords pointing to the wrong pages, it can lead to ranking issues. Adopting the right internal linking strategy helps define your website's hierarchy and improve its structure.
When multiple pages on your site are optimized for the same keyword and have internal links pointing to them, search engines may struggle to determine which page is most important.
Strategic internal linking helps Google find, index, and understand your site's pages more effectively. According to HubSpot, adding relevant internal links to a page that was previously underperforming can increase its click rate by up to 800%.
Ensure you remove internal links that contribute to keyword cannibalization, as their anchor text can impact the rankings for other keywords as well.
To avoid internal redirects, redirect traffic to relevant internal links on your site and update those links to point to the preferred page.
5. Use Canonical Tags
A canonical tag is an HTML code snippet that indicates to search engines which version of a page is the primary one to be indexed. When used correctly, canonical tags can help mitigate keyword cannibalization issues.
If you need to maintain similar pages on your website—such as pay-per-click landing pages or alternative paths to the same category—you can use canonical tags to direct search engines to the main page you want to rank.
By setting a canonical tag from the less important page to the primary page, you're informing Google that while the content on both pages is similar, the primary page is the one you want to prioritize in search results.
6. Create a content plan to avoid future cannibalization
To address keyword cannibalization, it’s important to develop a structured content strategy to prevent the issue from arising.
Keyword cannibalization harms SEO because when multiple pages compete for the same keyword, their visibility on Google decreases. This occurs because there isn’t a single page that clearly meets the searcher's needs.
To resolve keyword cannibalization, differentiate the intents of your content. For instance, tailor content to address navigational, informational, commercial, or transactional intents.
Additionally, if your pages are not distinct enough to justify having multiple pages targeting the same keyword, consider consolidating them into a single, authoritative page. This approach can transform two underperforming pages into one strong, high-performing page.
How to Avoid Keyword Cannibalization?
You’ve learned how to identify and fix keyword cannibalization, but it’s equally important to understand how to prevent it.
Here are some effective strategies to help you avoid keyword cannibalization:
1. Conduct regular content audits
Conducting regular content audits is crucial for spotting and addressing keyword cannibalization issues.
Here’s how to perform an effective audit: Gather three key items: a list of the pages you want to review, appropriate content audit tools, and a detailed content audit checklist.
Your content audit checklist should include the following questions:
- Are your topics still relevant?
- Is the information on your blog outdated?
- Is the page receiving organic traffic?
- Does the page have any backlinks?
- Could the page attract more organic traffic?
- Are the statistics you present accurate?
- Does the page receive traffic from other sources?
- Are you using the right keywords?
A content audit helps identify which content may be competing against itself. Use a keyword cannibalization checker tool to generate a cannibalization report, which reveals pages competing for the same keywords across your site.
Regular cannibalization SEO audits are essential and should be a fundamental part of your content strategy.
2. Use a consistent URL structure
A URL (Uniform Resource Locator) is essentially an address on the internet. A well-structured URL is crucial for both user experience and search engine ranking.
An organized URL structure helps users navigate your website more easily, which enhances their experience and can lead to higher rankings in search results.
Avoid overloading your URLs with multiple keywords, as this can make your site seem spammy and may contribute to keyword cannibalization.
3. Implement proper XML sitemaps
XML sitemaps are valuable for SEO because they help Google quickly locate your key pages. Properly implemented, an XML sitemap acts as a roadmap for search engines, guiding them to all your optimized content.
An XML sitemap is a structured file that lists all the URLs on your site, making it easier for search engines to discover and index your content. It improves website crawling, boosts SEO rankings, enhances user experience, and ensures that new or updated content is indexed promptly.
To avoid keyword cannibalization, make sure to remove any redirected URLs from your sitemap.
4. Monitor search console data regularly
Regularly monitoring your website’s performance is crucial to understanding which pages rank for specific keywords. Assess the intent of these pages and ensure they do not overlap. Overlapping content can confuse search engines and result in decreased rankings.
5. Update and expand your keyword list
To prevent keyword cannibalization, regularly update and expand your keyword list.
Use tools like Getyn keyword research tool to discover new keywords and categorize them into different groups.
Note: Long-tail keywords are often more effective as they generally have lower search volume and competition, making it easier for you to achieve higher rankings.
Additionally, consistently monitor keyword analytics to gain insights into which keywords are ranking well, which ones face high competition, and which might be experiencing cannibalization issues.
Ready to Attack Keyword Cannibalization!
As your website expands, you may encounter issues with similar keywords being used across multiple pages.
To address keyword cannibalization, implement strategies that target distinct search intents for each page. This will help resolve cannibalization issues effectively.
Keyword cannibalization is an ongoing SEO challenge, so regular website audits are essential. This issue can disrupt your SEO strategy and hinder your site's ability to achieve top SERP positions.
A key best practice is to broaden your keyword list, which can help prevent cannibalization. Tools like Getyn keyword research tool can assist with this.
Additionally, Getyn Keyword Extractor tool can help you identify the keywords your competitors are targeting. These tools provide valuable insights, including search volume, keyword difficulty, and potential traffic.
Keep in mind that not all cannibalization issues stem from the same cause, and solutions may vary by website. If you’re unsure why your rankings and visibility are declining, it’s best to test, monitor, and audit your website’s performance rather than attributing the problem solely to cannibalization.
