A 101: Keyword cannibalisation and how to prevent it

When we want to find something today, our first step is typically to grab our phone and search for what we want. There’s often an overwhelming number of responses, ranked by a variety of factors including what the algorithms think is most relevant to you as well as how well those publishers have optimised their pages to show for your query.

With so much content available, making your content stand out is critical. A big challenge in the industry, and one many brands face, is keyword cannibalisation. Not sure what it is? Let’s dive in.

What is Keyword Cannibalisation?

Keyword cannibalisation happens when you have several pages on your website all trying to rank for the same keyword. For example, if you have a bakery and multiple pages about “chocolate cake,” Google won’t know which page to show first. This can cause all of your website pages to rank lower. It’s like making your best friends compete against each other—nobody wins.

Why is Keyword Cannibalisation bad for SEO?

Keyword cannibalisation is bad because it creates confusion for search engines like Google, which means they don’t know if your content should be shown to the person. They can’t figure out which page is the best, so they often will respond by ranking all your pages lower, favouring a brand which has told them clearly what they do and how they’re relevant. Plus, it can confuse your visitors, making them less likely to click on your links and buy your products.

How to identify Keyword Cannibalisation

Finding keyword cannibalisation is pretty simple, thankfully! Search your website and specific keywords to see if multiple pages come up. Google Search Console can help by showing you which keywords bring traffic to multiple pages. Tools like Semrush and Ahrefs also show you which keywords are causing multiple pages to rank, making it easier to spot the problem. Our Independent Digital Audit can also help you see if this is a problem for you.

Ways to prevent Keyword Cannibalisation

To prevent keyword cannibalisation, you can do a few things. First, merge similar content into one big, useful page. This makes your site simpler and stronger in search rankings. Sometimes, deleting old or irrelevant content can help too. Adjusting the keywords on your pages so each one focuses on a different keyword also works well.

Beyond that, you can also change how you link your pages internally. Link from less important pages to the ones you want to rank higher to give them more authority. If other websites have linked to your less important pages, ask them to update their links to your main pages.

A good keyword strategy is key to improving your search engine rankings and avoiding keyword cannibalisation. By finding and fixing these issues, your content can get the attention it deserves. Always focus on creating quality content that meets your audience's needs, and your SEO performance will naturally improve.

Still not sure if this is an issue you’re facing? Contact us today and we can discuss if you might need an Independent Digital Audit to tell you how your website is performing.