What is Keyword Cannibalisation, and Why It Matters
Keyword cannibalisation happens when multiple pages on your website compete for the same keywords in search engine results. It can be a serious issue for your site’s performance and rankings. Here’s a quick breakdown:
- Definition: Multiple pages or pieces of content competing for the same keywords.
- Why It’s Bad: It confuses search engines, reducing your ranking potential.
- SEO Impact: Poor rankings, diluted backlinks, reduced user experience, and harder content management.
Let’s take a closer look at why this matters. Picture a Google search for “Hotels in Shimla.” You could get a mix of informational pages and booking listings. If your website has multiple pages optimized for “hotels in Shimla,” they’ll compete against each other. Instead of one strong page, you end up with many weaker ones.
So, addressing keyword cannibalisation is crucial for improving your SEO and maximizing your visibility on search engines.
What is Keyword Cannibalisation?
Keyword cannibalisation is an SEO issue that happens when multiple pages on your website target the same keywords. Instead of one strong page ranking well in search engine results, you get several weaker pages competing against each other. This confuses search engines and can hurt your overall search engine rankings.
Causes of Keyword Cannibalisation
Understanding what causes keyword cannibalisation can help you prevent it. Here are the main reasons:
- Similar Content: Publishing multiple pieces of content that cover the same topic can lead to keyword cannibalisation. For example, if you have several blog posts about “dog care tips,” they might compete against each other.
- New Versions Without Redirects: When you update a page and create a new URL but forget to redirect the old one, both pages can end up competing for the same keywords.
- Same Product Categories: Creating different paths or pages for the same product category can also cause keyword cannibalisation. For instance, if you have multiple pages for “action and adventure books,” they might end up competing.
- Over-Optimization: Optimizing several pages for the same keyword can dilute your ranking power. It’s better to focus on different keywords or long-tail variations.
Examples of Keyword Cannibalisation
Let’s look at some real-world examples to understand how keyword cannibalisation can affect your site.
Case Study: Apple
Apple provides a great example of how to handle multiple pages targeting the same keyword without causing keyword cannibalisation. For the keyword “macbook pro 13 inch,” Apple occupies the top three organic results:
- Product Features: The top result highlights key product features.
- Checkout Process: The second result allows users to start the checkout process.
- Product Specifications: The third result covers detailed product specifications.
Each page serves a different purpose, fulfilling distinct user needs. This helps Apple dominate the search engine results page (SERP) without causing keyword cannibalisation.
Real-World Example: Hotels in Paris
When you search for “hotels in Paris,” Google shows a mix of travel guides and booking listings. This is because some searchers want information, while others are ready to book. If you own a hotel website, you could create both types of pages. By targeting different search intents, you can avoid keyword cannibalisation and improve your chances of ranking well.
Branded Keywords
Branded keywords often don’t suffer from keyword cannibalisation. For example, if multiple pages on your site target your brand name, it’s usually not a problem. As long as each page serves a different user intent, you can secure multiple high rankings. This is common with big brands like Apple or Amazon.
By understanding the causes and examples of keyword cannibalisation, you can take steps to avoid it. This will help improve your SEO, boost your rankings, and provide a better user experience. Next, we’ll look at how to identify keyword cannibalisation on your site.
How to Identify Keyword Cannibalisation
To solve keyword cannibalisation, you need to know how to identify it first. Here are three methods to help you uncover any cannibalisation issues on your site.
Using Semrush’s Cannibalization Report
SEMrush offers a handy tool called the Position Tracking Tool. This tool helps you monitor your Google rankings and identify potential keyword cannibalisation cases. Here’s how to use it:
- Enter your domain in the Position Tracking Tool and click Set Up Tracking.
- Select your preferences: Choose the search engine, device type, location, and business name. Click Continue to Keywords.
- Add your keywords: You can manually add keywords, import from Google Analytics, or get suggestions from SEMrush.
- Click Add Keywords to the Campaign and Start Tracking. SEMrush will prepare a detailed report.
- Go to the Cannibalization tab to see keywords and pages that have been affected.
In the Cannibalization tab, you’ll see a breakdown of keywords and their ranking URLs. This helps you identify which pages are competing for the same keywords.
Note: Multiple pages targeting the same keyword aren’t always a problem if at least one ranks in the top three. If none do, you need to fix the issue.
Google Search Console Method
Google Search Console is another powerful tool for identifying keyword cannibalisation, though it requires more manual effort. Follow these steps:
- Sign in to Google Search Console and click Search Results under the Performance menu.
- Scroll down to see a list of search queries (keywords) for which your website has earned clicks and impressions.
- Navigate to the Pages tab to see which URLs rank for each keyword. If more than one URL earns clicks and impressions for the same query, you likely have a cannibalisation issue.
- Manually analyze these pages to confirm and implement fixes if necessary.
This method helps you see which pages are competing for the same keywords and allows you to take corrective action.
Manual Site Search
You can also identify cannibalisation by manually searching your site through Google. This method is straightforward but time-consuming. Here’s how to do it:
- Use the query
site:[yourdomain.com] "keyword"to find relevant pages. For example,site:yourdomain.com "keyword cannibalisation". - Review the search results to see if multiple pages target the same keyword.
This method gives you a quick overview of potential cannibalisation issues. However, Google site: queries may not catch every result, so it’s less reliable than using SEMrush or Google Search Console.
Combining Methods for Best Results
Using multiple methods ensures you don’t miss any cannibalisation issues. Start with SEMrush for a detailed report, use Google Search Console for additional insights, and manually search your site for a thorough check.
By identifying keyword cannibalisation, you can take steps to fix it, improving your SEO and providing a better user experience. Next, we’ll discuss how to fix keyword cannibalisation.
How to Fix Keyword Cannibalisation
Redirects
One effective way to fix keyword cannibalisation is by using 301 redirects. A 301 redirect tells search engines that a page has permanently moved to a new location. This is useful when you have multiple pages targeting the same keyword.
Steps to implement 301 redirects:
- Identify the preferred page: Choose the page that best matches the search intent and has the strongest SEO signals.
- Set up 301 redirects: Redirect all cannibal pages to the preferred page.
- Update internal links: Ensure all internal links point directly to the preferred page to avoid internal redirects.
This method consolidates ranking power into one page, improving its chances of ranking higher.
Canonical Tags
Canonicalization is another method to address keyword cannibalisation. Use canonical tags to tell search engines which version of a duplicate page is the primary one.
How to use canonical tags:
- Add the tag to the HTTP header: Insert the canonical tag in the HTTP header of the cannibal pages.
html
<link rel="canonical" href="https://www.website.com/preferred-page/" /> - Ensure proper implementation: Double-check that the canonical tags point to the correct preferred page.
This approach is helpful for duplicate pages like PPC landing pages or product categories with similar content.
Optimize Links and Content
Internal linking can help direct search engines to the preferred page. Use descriptive anchor text that includes the cannibalized keyword.
Steps to optimize links and content:
- Link from the cannibal page: Create a link from the cannibal page to the preferred page using the target keyword as anchor text.
- Optimize on-page SEO: Ensure the preferred page is well-optimized for its target keyword. This includes using the keyword in key places like titles, headers, and meta descriptions.
Pro tip: Building backlinks to your preferred page can also boost its rankings.
Content Creation
Sometimes, fixing keyword cannibalisation requires creating new content. If you have multiple pages targeting similar keywords, consider merging them into a single, highly relevant page.
Steps for content creation:
- Create a new page: Develop a page that comprehensively covers the topic and includes products or information from the cannibal pages.
- De-optimize old pages: Replace mentions of the cannibalized keyword with more specific keywords. Link to the new page using the target keyword as anchor text.
This not only fixes cannibalisation but also improves user experience by providing a centralized resource.
Noindex Tags
As a last resort, use noindex tags to exclude cannibal pages from search results. This method doesn’t forward ranking signals but can be useful for pages with thin content or no backlinks.
How to use noindex tags:
- Add the tag to the HTML code: Insert the noindex tag in the HTML header of the cannibal pages.
html
<meta name="robots" content="noindex" />
Use this method sparingly, as it removes the pages from search results without consolidating their ranking power.
By implementing these methods, you can effectively fix keyword cannibalisation, improve SEO, and enhance user experience. Next, we’ll explore how to prevent keyword cannibalisation from happening in the first place.
Preventing Keyword Cannibalisation
Regular Audits
To prevent keyword cannibalisation, regular audits are crucial. Audits help you spot potential issues before they become significant problems.
- Content Audit: Review your existing content regularly. Identify overlapping topics and keywords. Tools like Google Analytics can help you understand which pages are performing well and which are not.
- Performance Analysis: Use SEO tools to track the performance of your pages. Check for keywords that are causing cannibalisation. Google Search Console is a great resource for this.
- SEO Tools: Tools like SEMrush and Ahrefs can provide in-depth insights into your keyword rankings and help identify cannibalisation issues. Regularly check their reports to stay ahead.
Strategic Content Planning
Planning your content strategically can prevent keyword cannibalisation from happening.
- Keyword Mapping: Create a keyword map to assign specific keywords to individual pages. This ensures that each page targets unique keywords, reducing the risk of cannibalisation.
- Search Intent: Understand the search intent behind each keyword. Are users looking for information, making a purchase, or something else? Tailor your content to meet these needs without overlapping with other pages.
- Content Calendar: Develop a content calendar that outlines your publishing schedule and the keywords each piece will target. This helps in maintaining a structured approach and avoids keyword overlap.
Site Structure
A well-organized site structure is fundamental in preventing keyword cannibalisation.
- Clear Hierarchy: Ensure your website has a clear hierarchy. Use categories and subcategories to organize your content logically.
- Internal Linking: Use internal links to guide users and search engines to your most important pages. Link from less important pages to cornerstone content to signal their importance.
Monitoring
Continuous monitoring is essential to keep keyword cannibalisation at bay.
- Regular Checks: Regularly check your site for any new instances of keyword cannibalisation. Tools like Google Search Console can alert you to changes in your keyword rankings.
- Adjust Strategies: Be prepared to adjust your SEO strategies based on your findings. Whether it’s updating your content or changing your keyword targets, staying flexible is key.
By following these practices, you can effectively prevent keyword cannibalisation and ensure your SEO efforts are focused and effective.
Next, let’s dive into some frequently asked questions about keyword cannibalisation.
Frequently Asked Questions about Keyword Cannibalisation
How do I fix keyword cannibalisation?
Fixing keyword cannibalisation involves several steps to ensure your content is not competing against itself. Here’s a simple guide:
- Audit Your Content: First, identify the pages that are competing for the same keyword. You can use tools like SEMrush’s Cannibalization Report or Google Search Console to find these issues.
- Analyze Content Performance: Determine which page performs the best for the targeted keyword. Look at metrics like traffic, backlinks, and engagement.
- Merge or Delete Content: Combine similar articles into one comprehensive post. If some pages are redundant, consider deleting them and setting up 301 redirects to the main page.
- Optimize Internal Links: Update your internal linking structure to point to the preferred page. This consolidates SEO signals like link equity and improves user navigation.
- Use Canonical Tags: For duplicate content that needs to stay, use canonical tags to tell search engines which page is the “master” version.
What is keyword cannibalisation in Google Ads?
Keyword cannibalisation in Google Ads occurs when multiple ads from the same account compete for the same keyword. This can lead to:
- Higher Costs: Competing against your own ads can drive up your cost-per-click (CPC).
- Lower Ad Performance: Ads may show less frequently or in lower positions.
To avoid this, follow these steps:
- Audit Your Keywords: Use tools like Google Ads Keyword Planner to identify overlapping keywords.
- Use Negative Keywords: Implement negative keywords to prevent ads from competing against each other.
- Group Similar Keywords: Organize your keywords into tightly themed ad groups to ensure each ad is relevant to its keyword set.
- Monitor Performance: Regularly check your ad performance and adjust bids or keywords as needed.
How to do a keyword cannibalisation audit?
Conducting a keyword cannibalisation audit helps you identify and fix issues where your content competes against itself. Here’s how to do it:
- Use Google Search Console:
- Sign in and go to the Performance menu.
- Check the Queries and Pages tabs to see which URLs rank for the same keywords.
- Perform a Site Search:
- Use the query
site:yourwebsite.com "keyword"on Google to find all pages related to a specific keyword. - Review the search results to spot any overlapping content.
- Leverage SEO Tools:
- Tools like SEMrush and Ahrefs can help you find keyword cannibalisation issues by showing multiple URLs ranking for the same keyword.
- Use the Cannibalization Report in SEMrush for a detailed overview.
- Analyze and Act:
- Review the identified pages and decide whether to merge, delete, or update content.
- Implement 301 redirects for removed pages and update internal links to point to the preferred content.
By following these steps, you can ensure your site is optimized and free from the pitfalls of keyword cannibalisation.
Conclusion
Keyword cannibalisation can be a silent killer for your website’s SEO performance. By competing with yourself, you dilute your content’s effectiveness and confuse search engines. This can lead to lower rankings and poor visibility for your site.
Addressing keyword cannibalisation is crucial. It helps ensure that your best content ranks higher and attracts more traffic. By fixing these issues, you consolidate your SEO signals and make it easier for Google to understand which pages to rank.
At D&D SEO Services, we specialize in identifying and resolving keyword cannibalisation. Our experts use advanced tools and proven strategies to optimize your site. Whether you need a thorough site audit or strategic content planning, we’ve got you covered.
Don’t let keyword cannibalisation hold you back. Contact us today to boost your search rankings and improve your online presence.
