Keyword Cannibalisation.
Learn what Keyword Cannibalisation means in modern search and SEO.
When multiple pages on the same website compete for the same keyword, confusing search engines and diluting ranking potential.
Keyword cannibalisation occurs when two or more pages on a website target the same primary keyword or query with similar intent. Search engines must choose which page to rank, often oscillating between them—a phenomenon called 'rank oscillation'—which can cause both pages to rank lower than a single, well-optimised authoritative page would.
Diagnosing Keyword Cannibalisation
Run a site: search in Google (`site:domain.com 'target keyword'`) to reveal all pages Google associates with a query. In Google Search Console, filter Performance by query and click URL to see which pages are competing for impressions. Semrush and Ahrefs provide cannibalisation reports that flag queries where multiple pages share organic rankings.
Resolving Cannibalisation
Solutions depend on the root cause: consolidate near-duplicate pages via 301 redirect; canonicalise one version if content needs to exist independently; use noindex on the weaker page; or differentiate the pages more clearly by targeting distinct intent variations of the keyword. Internal linking should funnel authority toward the designated primary page.
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