Keyword cannibalization is when multiple website pages try to rank for the same keywords. While this might seem like a good thing at first, it is not a positive. The pages are not only competing against others on the internet; they are competing against each other, as well. Rather than having two high-ranking pages, you end up with two mid-range pages, neither of which stands out on search engine results pages (SERPs) because they share traffic, click-throughs, and backlinks. In other words, they are eating each other’s clout.

Of course, many business sites have similar pages. Luckily, pages with keyword cannibalization problems require specific conditions. For example, the pages need to have a similar content intent. Here is a closer look at this common (but nuanced) SEO challenge.

Where Does Keyword Cannibalization Come From?

Google began using its algorithms and web crawlers to power the Yahoo! search engine in 2000. It quickly became a household name. However, it wasn’t until Penguin and Panda updates in the early 2010s that Google began rewarding high-quality sites with informative content.

What this meant was that websites with one high-authority page with specific target keywords and focused content could rank highly on SERPs. However, two pages with similar keywords and the same content focus could both fall down the rankings because they split influence, backlinks, and other vital ranking variables.

Conditions Necessary for Keyword Cannibalization

Keyword cannibalization happens when you are trying to rank for the same words on more than one page. For example, this problem could come up on retail sites selling light bulbs. Instead of creating more specialized keywords for the different URLs (CFL light bulbs, colored light bulbs, LED light bulbs), each page tries to rank for “light bulbs.”

Google also checks content intent. Therefore, a blog post about the benefits of LED bulbs will not compete with the sales page for the same bulbs. However, two articles about the benefits of LEDs may cannibalize one another. As you can see, cannibalization requires both the same keywords and intent.

Symptoms of Keyword Cannibalization

A site search and keyword assessment can help you find overlapping pages. You can check this by searching your site for specific topics using Google (site:mywebsite.com “benefits of LED bulbs”). You can then assess the results for intent overlap.

You may also notice symptoms commonly associated with keyword cannibalization. First, you will likely see your pages move up and down the rankings because Google’s algorithms cannot decide which of your two pages to rank. The pages may even switch places in the rankings. Occasionally, you may look at your analytics and see that an unexpected page is ranking higher than the page you are trying to rank.

Learn More About SEO Topics at In Context SEO

Keyword cannibalization can affect unsuspecting SEO novices who mistakenly think more volume is better than focusing the keyword clout on one page. It can also happen to well-organized sites that post two articles on content pages with overlapping intent and similar keywords.

If you need insights about essential SEO concepts like keyword cannibalization, turn to In Context SEO. In addition to website optimization and research services, we are building a library of in-depth articles. You can sign up for our newsletter to get these vital SEO insights as soon as we publish them.

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