How Do You Avoid Or Fix Keyword Cannibalization Issues?

Situation-Based Question

Imagine a website that sells outdoor adventure gear. It has two pages—one focusing on “best hiking boots” and another on “top hiking boots for long treks.” Both pages cover similar content, emphasizing the same types of boots, but they use slightly different keyword phrases. Over time, traffic to these pages begins to drop, and the rankings for both pages seem to be stuck. The website owner wonders: Could keyword cannibalization be the cause? How can this issue be fixed without harming the overall SEO?

Exact Answer

Keyword cannibalization happens when multiple pages target similar keywords, causing them to compete against each other in search rankings. To fix this, consolidate content, target keyword variations, and use internal linking strategically.

Explanation

When two pages target the same or similar keywords, they can end up competing for the same position in search engine results. This is called keyword cannibalization. As a result, search engines might not know which page to rank higher, and neither of the pages may perform as well as they could.

Here’s why keyword cannibalization is an issue:

1. Search Engine Confusion:
   Google prefers ranking one authoritative page for a topic. When two pages target the same keyword, it can confuse search engines, causing both pages to be treated as less relevant.
2. Diluted Link Equity:
   If both pages are competing for the same keyword, the internal and external links pointing to them may not help either page rank as strongly as they could.
3. Decreased Rankings:
   Multiple pages targeting the same keyword often result in lower rankings for both, because search engines may struggle to determine which page is the most relevant.

The best way to avoid this is by clearly differentiating pages with unique keyword targeting and content that focuses on distinct aspects of the topic.

How to Avoid Keyword Cannibalization:

1. Regularly Audit Your Site:
   Use tools like Google Search Console to identify any pages competing for similar keywords. Conducting an audit ensures that you’re aware of potential issues before they harm your rankings.
2. Target Long-Tail Variations:
   Aim to target more specific, long-tail keywords for each page. This way, you can optimize multiple pages without causing competition between them.
3. Differentiate Pages by Intent:
   Even if two pages have similar keywords, make sure they serve different search intents. For example, one could focus on informational content while the other could focus on a transactional or product-based approach.
4. Set Up 301 Redirects:
   If you consolidate pages, remember to set up 301 redirects from the old pages to the new one to preserve link equity and avoid traffic loss.

Example

Let’s look at the outdoor adventure gear website. The page for “best hiking boots” and the one for “top hiking boots for long treks” are clearly targeting very similar keywords. If both pages are ranking for nearly the same search terms, it’s likely causing keyword cannibalization. To fix this, the following steps can be taken:

1. Consolidate Content:
   Merge both pages into a single, comprehensive resource. For instance, the new page could be titled “Best Hiking Boots for All Types of Treks.” By doing this, you create one authoritative page that ranks higher.
2. Target Keyword Variations:
   Instead of targeting almost identical keywords, focus on different variations. For example, the page about “best hiking boots” could focus on boots for casual hikers, while the other could focus on boots for specific conditions, like long treks or mountain hikes.
3. Use Canonical Tags:
   If the pages must remain separate, using a canonical tag will tell search engines which page is the preferred one to rank. This helps avoid confusion and keeps link equity focused.
4. Internal Linking:
   Linking to the most authoritative page with relevant anchor text helps reinforce the primary page’s relevance. Avoid linking to both pages for the same keyword phrase.

By addressing keyword cannibalization with these tactics, the website can boost its SEO and improve rankings for the targeted keywords.