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Keyword Cannibalization in SEO: Identifying and Fixing It by Focusing on Intent

Keyword Cannibalization in SEO

Have you ever optimized your site with all the best SEO practices but still didn’t get the results you wanted? Your organic traffic is stagnant, and your target keywords aren’t climbing the ranks. Despite posting new content regularly, nothing seems to improve. Strange, right?

One common culprit might be keyword cannibalization. This happens when multiple pages compete for the same keyword, confusing search engines and diluting your SEO efforts.

In this guide, we’ll explore what keyword cannibalization is, why it matters, and how to fix it. Ready to boost your SEO? Let’s get started!

What is Keyword Cannibalization?

Keyword cannibalization is an SEO Issue that happens when multiple pages on your site target the same keyword and search intent. This means your pages compete against each other in search results, which weakens your SEO.

Imagine you run a blog called “FitLife.” You have two pages:

  1. URL: fitlife.com/healthy-breakfast-recipes
  2. URL: fitlife.com/easy-breakfast-recipes

Both pages target “breakfast recipes.” When someone searches for this keyword, Google sees both pages as the same. This causes your pages to compete with each other, leading to lower rankings.

By understanding keyword cannibalization, you can avoid this problem and improve your site’s performance.

Is Keyword Cannibalization Bad?

Keyword cannibalization can be bad, but it’s essential to understand when it’s a real issue. The problem arises when multiple pages target the same keyword and intent, hurting your site’s overall performance.

When is it a Problem?

Imagine you have two pages on your site:

  1. URL: myfitnessblog.com/breakfast-recipes
  2. URL: myfitnessblog.com/quick-breakfast-recipes

If both pages target “breakfast recipes” with the same intent, they compete against each other. This can lower the ranking of both pages.

Not Always Bad

However, if these pages serve different intents, such as one focusing on detailed recipes and the other on quick tips, this can help cover more ground and attract different user needs.

Key Takeaway

The key is to ensure each page targets a unique intent. By doing so, you can avoid internal competition and improve your SEO performance. Understanding and addressing keyword cannibalization effectively will boost your overall site performance.

Causes of Keyword Cannibalization

Let’s talk about why keyword cannibalization happens. Here are the main reasons:

1. Duplicate Content

When you have similar or identical content on different pages, they end up competing for the same keyword. This often happens without a clear content strategy​​.

2. Overlapping Topics and User Intent

If you cover similar topics on multiple pages without making each one unique in intent, they might fight for the same keywords. For example, having pages on healthy breakfast recipes and quick breakfast recipes that offer similar content can cause this issue. Google looks at intent, so if two pages serve the same user need, they compete.

3. Poor Keyword Strategy

Targeting the same primary keyword on several pages instead of spreading them out can lead to cannibalization. It’s important to plan your keywords carefully and assign different ones to each page. Each page should meet a unique user intent to avoid internal competition.

4. Site Structure Issues

Not using proper redirects or canonical tags can make multiple pages compete for the same keyword. This is common with older pages that weren’t redirected correctly to new ones​​.

5. Content Updates and New Pages

Publishing new content without redirecting old versions can cause both to compete for the same keyword. Regular content audits and updates can prevent this​​.

By understanding these causes and focusing on user intent, you can avoid keyword cannibalization and keep each page focused on its unique purpose.

How to Identify Keyword Cannibalization

keyword Cannibalization venn diagram

Identifying keyword cannibalization is crucial for maintaining strong SEO performance. Here’s how you can spot it:

1. Use Google Search Console

Google Search Console (GSC) is a powerful tool for identifying cannibalization. Here’s how:

Step 1: Go to the “Performance” section.

GSC - performance tab-OM

Step 2: Click on the “Queries” tab to see which keywords your pages rank for.


Step 3: Switch to the “Pages” tab to see which URLs are ranking for the same keywords. If multiple URLs appear for the same keyword, you might have a cannibalization issue​​.

GSC - pages report for OM

2. Conduct a Site Search on Google

You can use Google to check for keyword cannibalization directly:

Step 1: Type site:yourwebsite.com “keyword” into Google’s search bar.

site search operator use SERP result for outreachmonks

Step 2: Review the results to see if multiple pages from your site are ranking for the same keyword. This can help you spot pages that might be competing against each other​​​​.

3. Use SEO Tools

SEO tools like Ahrefs, SEMrush, and Moz can help you identify keyword cannibalization:

  • Step 1: Enter your domain into the tool’s site explorer.
  • Step 2: Go to the “Organic Keywords” report.
  • Step 3: Use filters to show only keywords for which multiple URLs from your site rank. This makes it easy to spot cannibalization issues quickly.

4. Analyze Your Content

Manual checks can also be effective:

  • Step 1: List out the primary keywords you’re targeting on your site.
  • Step 2: Review your content to see if multiple pages target the same keyword and intent. Look for pages that might be too similar in content and purpose.

5. Check Internal Links

Look at your internal linking structure:

  • Step 1: Identify if multiple pages are linked with the same anchor text.
  • Step 2: Ensure that internal links point to the most relevant page for a given keyword. This can help consolidate authority to the right page.

By using these methods, you can effectively identify keyword cannibalization on your site and take steps to resolve it.

How to Fix Keyword Cannibalization

Now that you know how to identify keyword cannibalization, let’s look at how to fix it. Here are some practical steps to help resolve this issue:

1. Content Consolidation

Merge similar pages into one comprehensive page. This reduces competition between your pages and strengthens the authority of a single, robust page.

  • Example: Combine fitlife.com/healthy-breakfast-recipes and fitlife.com/quick-breakfast-recipes into one detailed guide on breakfast recipes.

2. 301 Redirects

Use 301 redirects to point outdated or less relevant pages to the main page. This helps consolidate traffic and authority.

  • Example: Redirect fitlife.com/old-breakfast-tips to fitlife.com/breakfast-recipes.

3. Canonical Tags

Apply canonical tags to indicate the preferred page to search engines. This ensures Google knows which page to prioritize.

  • Example: Add <link rel="canonical" href="https://fitlife.com/preferred-page" /> to duplicate pages.

4. Revise Keyword Strategy

Ensure each page targets unique keywords and search intents. This prevents internal competition and improves the effectiveness of your content.

  • Example: Target “quick breakfast ideas” on one page and “healthy breakfast recipes” on another.

5. Improve Internal Linking

Use internal links strategically to pass authority from less important pages to your main page. This helps fix keyword cannibalization and boosts your key pages.

Example: Imagine you have multiple blog posts about breakfast recipes. Instead of competing, link them to your main “breakfast recipes” page. Use clear and specific anchor text like “quick breakfast recipes” or “healthy breakfast dishes.”

How It Helps: Using descriptive anchor text tells search engines which page is the most important for those keywords. It consolidates the authority and signals that your main page should rank higher. This reduces internal competition and improves your SEO.

6. Content Pruning

Remove redundant or low-performing pages. This helps maintain a clean, effective site structure.

  • Example: Delete old, irrelevant posts and redirect them to newer, comprehensive content.

By following these steps, you can effectively address keyword cannibalization and improve your site’s overall SEO performance. Each step ensures that your pages are unique, focused, and more likely to rank well.

Preventing Keyword Cannibalization

Preventing keyword cannibalization is crucial for maintaining a strong SEO strategy. Here’s how you can do it:

1. Develop a Clear Keyword Strategy

Ensure each page targets unique keywords and intents. Plan your content strategy to avoid overlap.
Assign distinct keywords like “quick breakfast ideas” to one page and “healthy breakfast recipes” to another.

2. Regular Content Audits

Perform regular audits to check for overlapping keywords and content. This helps identify potential cannibalization issues early.
Use tools like Google Search Console and SEO software to monitor keyword rankings and identify conflicts.

3. Focus on User Intent

Create content that addresses different user intents. Ensure each page serves a specific purpose.
One page could focus on “how-to” guides while another offers product reviews.

4. Optimize Internal Linking

Use internal links to guide search engines and users to the most relevant pages.
Link less important pages to your cornerstone content, using descriptive anchor text.

5. Create Comprehensive Pages

Instead of splitting content into several pages, create comprehensive, detailed pages that cover the topic thoroughly.
Instead of having multiple pages on “SEO tips,” create a single, in-depth guide.

6. Monitor and Adjust Regularly

Keep an eye on your keyword strategy and adjust as necessary to avoid new instances of cannibalization.
Regularly update and refine your content strategy based on performance data.

Additional Insights:

  • Pre-Content Creation Check: Before creating new content, search your site for the target keyword to ensure no existing pages already cover the topic.
  • Use of Tools: Utilize SEO tools like SEMrush’s Position Tracking and Ahrefs’ Site Explorer to keep track of keyword rankings and potential overlaps.
  • Adaptation: Be prepared to merge, redirect, or adjust content as needed to maintain a clear and effective SEO strategy.

By following these steps, you can prevent keyword cannibalization and ensure your website maintains a clear, effective SEO strategy.


Keyword cannibalization can be a daunting issue, but it’s not always the case. Always do a thorough analysis to check if you really have keyword and intent overlap, then resolve the issue accordingly.

By identifying and fixing keyword cannibalization, you can improve your site’s SEO performance and ensure each page serves its unique purpose. Regular audits and a clear keyword strategy are key to preventing future problems.

Need help building high-quality SaaS backlinks to boost your site’s authority? Our expert team specializes in link-building services. Contact us today to enhance your website’s SEO!

Frequently Asked Questions

Can keyword cannibalization affect my conversion rates?

Yes, it can lower conversion rates by splitting traffic between competing pages.

Is it okay to have multiple pages targeting similar keywords if their intent differs?

Yes, if the user intent is different, it can be beneficial.

How often should I perform content audits to prevent keyword cannibalization?

Perform content audits at least twice a year.

What tool can help me spot keyword cannibalization quickly?

Use Google Search Console or SEO tools like SEMrush or Ahrefs.

Can internal linking strategies help resolve keyword cannibalization?

Yes, strategic internal linking can direct authority to the most relevant page.

Ekta Chauhan

Ekta Chauhan

Ekta is a seasoned link builder at Outreach Monks. She uses her digital marketing expertise to deliver great results. Specializing in the SaaS niche, she excels at crafting and executing effective link-building strategies. Ekta also shares her insights by writing engaging and informative articles regularly. On the personal side, despite her calm and quiet nature, don't be fooled—Ekta's creativity means she’s probably plotting to take over the world. When she's not working, she enjoys exploring new hobbies, from painting to trying out new recipes in her kitchen.


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