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SEO glossary A to ZKeyword cannibalization: how to spot and fix it
When two of your pages compete for the same search, neither does as well as one strong page would.
Cannibalization happens when more than one page on your site targets the same search and the same intent. The search engine has to choose, may swap between them, and splits the links and attention that one page should have collected.
Why it matters#
The page you want to rank may sit below the one you do not. Visitors land on a blog post when they were ready for the service page. Rankings swing from week to week.
How to spot it#
- Search your own site. Type site:yourdomain.com followed by the phrase into a search box. If several similar pages appear, they overlap.
- Use Search Console. Open the performance report, filter by one query, and view the pages tab. Two or more pages with real impressions for the same query is the signal, especially if the average position bounces.
- Read the titles and headings. Pages with near-identical titles or main headings usually compete.
Similar topics are not always a problem. Two pages with different intents, such as a how-to guide and a price page, can both rank for related phrases.
How to fix it#
- Merge. If the pages say much the same, combine the best parts into one stronger page and send the other to it with a 301 redirect. Update links that pointed to the old one.
- Differentiate. If both are useful, give each a distinct purpose. Change titles, headings and opening text so each targets its own phrase and intent.
- Point the links. Make the page you prefer the one most internal links point to, using clear anchor text.
- Use a canonical link where two addresses show the same content, so one is named the main one, see canonical link.
- Remove what has no use. A weak page with no traffic or links can be deleted, with a redirect if anything pointed to it.
Common mistakes#
- Deleting a page without a redirect, which loses its links.
- Treating every overlap as a fault. Check intent before merging.
- Writing a new post for a phrase you already cover. Check what you have first.
Prevent it by assigning each page one phrase group, see keyword research.