How Do You Deal With Competing Pages That Rank For The Same Keyword In A Topic Cluster?

Story Based Question

Imagine a SaaS company that offers a project management tool. Their blog has a robust topic cluster on productivity, including articles like “Best Productivity Apps” and “How to Boost Workplace Efficiency.”

Despite their effort, the pages start cannibalizing each other, competing for the same keywords like “best productivity tools.” As a result, neither ranks well, and Google struggles to decide which page is most relevant.

The marketing team approaches you to solve this issue without losing the value of their content. How do you handle competing pages within a topic cluster?

Exact Answer

To address competing pages within a topic cluster, audit the content, consolidate or differentiate pages, use internal linking strategically, and assign unique keywords or search intents to each page to avoid overlap.

Explanation

When multiple pages compete for the same keyword, it’s called keyword cannibalization, and it can confuse search engines. Here’s a step-by-step approach to solve this:

1. Perform a Content Audit
   Use tools like Google Search Console, SEMrush, or Ahrefs to identify competing pages ranking for the same keyword. Compare their performance metrics, such as traffic, impressions, and rankings.For the SaaS example, “Best Productivity Apps” and “How to Boost Workplace Efficiency” might both target “best productivity tools.” Check which page gets more clicks or ranks higher.
2. Determine the Best Course of Action
   • Consolidate Pages: If two pages serve similar purposes, merge them into a single, more comprehensive post. For instance, combine both articles into a mega-guide like “Top Productivity Tools and How They Boost Workplace Efficiency.”
   • Differentiate Content: If the pages have distinct value, focus each on a unique aspect. For example, re-optimize “Best Productivity Apps” for apps specifically and “How to Boost Workplace Efficiency” for workplace tips without overlapping.
3. Leverage Internal Linking
   Use internal links to create a clear hierarchy within your topic cluster. Link supporting articles to the pillar page and avoid linking competing pages to each other.Example:
   • Pillar Page: “Ultimate Guide to Productivity Tools.”
   • Supporting Pages:
     • “Best Productivity Apps” links to the pillar as a deeper dive into apps.
     • “How to Boost Workplace Efficiency” links to the pillar as tips related to productivity tools.
4. Optimize for Search Intent
   Align each page with a specific intent. For example:
   • “Best Productivity Apps” targets informational intent.
   • “How to Boost Workplace Efficiency” targets action-oriented readers looking for practical steps.
5. Update Titles and Meta Descriptions
   Clarify the focus of each page to avoid overlap. Instead of:
   • “Best Productivity Apps” and “Best Productivity Tools,” use:
     • “Top Productivity Apps for Professionals.”
     • “How Workplace Efficiency Improves with Productivity Tools.”
6. Track Results
   After making changes, monitor rankings and traffic to ensure Google understands the hierarchy and purpose of each page.

Example

Let’s revisit the SaaS company.

Situation:
Two blog posts compete for “best productivity tools”:

1. Post A: “Best Productivity Apps”
2. Post B: “How to Boost Workplace Efficiency”

Action Plan:

1. Audit Results: Post A ranks higher and drives more traffic. Post B struggles.
2. Consolidation Decision: Merge the posts into a new one titled “Best Productivity Tools for Professionals: Apps and Workplace Tips.”
3. Content Update: The new post includes sections for apps (from Post A) and workplace tips (from Post B).
4. Internal Links: Link related blog posts like “Time-Tracking Tools for Teams” to the new mega-guide.
5. Optimize Keywords: Target “best productivity tools” while maintaining secondary keywords like “workplace tips” and “apps for professionals.”

Result: Google now sees one authoritative page that ranks higher instead of two competing ones.