Keyword cannibalisation
Keyword cannibalisation happens when two or more pages on the same website target the same query and search intent, so they compete with each other in search results. Google may swap between them, or rank neither as well as a single consolidated page would, splitting links, clicks and relevance across several URLs.
Is cannibalisation always a problem?
No. Two pages from one site ranking for the same query can be a good result. Google's site diversity system generally shows no more than two listings from the same site in the top results, though it can show more when that is especially relevant.
It becomes a problem when pages with the same intent take turns ranking, neither holds a strong position, and the page that ranks is not the one you want visitors to land on.
How to find it
In Search Console's Performance report, filter by a query and open the Pages tab to see every URL that earned impressions for it. Several URLs with impressions for one query, and an average position that moves as the ranking URL changes, is the usual sign. A site: search for the topic can show which pages Google associates with it.
How to fix it
- Merge overlapping pages into the strongest one and 301 redirect the others
- Re-target one page to a different intent, such as a guide versus a product page
- Use a canonical tag where near-duplicate URLs need to stay live
- Point internal links at the page you want to rank for the query
Example
An accountancy firm has a blog post called 'What does an accountant cost?' and a pricing page, and both target 'accountant fees'. Search Console shows Google switching between them from week to week. Moving the post's useful detail onto the pricing page and redirecting the post leaves one clear page for the query.
Related terms
Further reading
- Query Intent Shift: What to Do When Google Changes What Your Keyword Means
- How to Write Content for SEO That Converts and Ranks
Our Organic Search service puts this into practice for brands in the UK and US.
