What is keyword cannibalisation?
It is your own pages competing with each other. When several pages target the same search with the same purpose, links and other signals are spread across them instead of building up on one.
It is not a problem every time two pages share a keyword. A product page and a how-to guide can both mention the same term and serve different needs. Cannibalisation is when the pages answer the same need.
How do you find keyword cannibalisation?
Google Search Console shows it when more than one of your pages gets impressions for the same query.
- 1Open the Performance report and choose Search results.
- 2Click a query you care about to filter the report to it.
- 3Switch to the Pages tab to see every page of yours that appeared for that query.
- 4If two or more pages share the impressions and their positions swap over time, they are likely competing.
- 5Open the pages side by side and check whether they really answer the same question.
What does cannibalisation look like in the data?
Here is an example of two similar blog posts competing for one query.
| Page | Impressions a month | Average position | Clicks a month |
|---|---|---|---|
| /blog/email-marketing-tips | 3,100 | 14.2 | 22 |
| /blog/email-marketing-guide | 2,700 | 16.8 | 15 |
| After merging into one page | 5,900 | 6.4 | 180 |
How do you fix keyword cannibalisation?
Pick one page to rank for the search and make the others support it rather than compete. The usual options are:
- Merge the pages into one stronger page and permanently (301) redirect the others to it. Google treats a permanent redirect as a strong signal that the target should be the main version.
- Keep both pages but change one to target a different need or a more specific search.
- Add a rel="canonical" link from a near-duplicate to the main page. Google treats this as a strong hint, not a command.
- Link from the weaker page to the main page with descriptive anchor text, so it is clear which one covers the topic.
Frequently asked questions
Is it bad to have two pages ranking for the same search?
Not always. If both rank well and serve different needs, it can be fine. It is a problem when they keep swapping places and neither reaches the top results.
Should I delete one of the pages?
Redirect rather than delete. A permanent redirect sends visitors and the old page’s signals to the page you keep, while deleting loses them.
Can cannibalisation happen between a blog post and a product page?
Yes, if both try to answer the same need. Usually the fix is to make the blog post clearly informational and link it to the product page.
Why is it spelt cannibalization in the URL?
The American spelling is the most common way the term is searched. The meaning is the same either way.