SEO cannibalisation: what is it, how to detect it and how to solve it?

Example of SEO cannibalisation:

Suppose you run a blog about cooking recipes and you have two articles optimised for the keyword "easy dessert recipes".:

1. Article 1: "10 easy dessert recipes for beginners".
2. Article 2: "Easy dessert recipes for children".

Both articles compete for the same search intent (easy dessert recipes), as they contain similar content and are optimised for the same keywords. This can confuse Google, causing it to split the relevance between the two pages.

As a result:

• Neither page will rank strongly in the SERPs.
• Google might prioritise the least relevant article (e.g. children for a generic search on easy desserts).
• It dilutes the authority of the site, affecting your organic traffic.

Solution: You could consolidate both articles into a more comprehensive one, entitled: "The best easy dessert recipes for beginners and children".. Then redirect the two URLs to this new page using a 301 redirectionensuring that all traffic and authority converge on a single strong URL. 

You can also concentrate article 2 in article 1, making a mix of both and 301 redirect article 2 to article 1.

Why is it important to solve SEO cannibalisation?

Ignoring this problem can have negative consequences. Let me give you an example so that you can imagine it in the analogue world. This would be like opening two mattress shops different but in adjoining premises and in both selling exactly the same products. 

The negative effect would be as follows:

• Loss of organic traffic: Google could choose the wrong page to display, losing potential clicks (loss of CTR).
• Dilution of the authority: Instead of consolidating the positioning on one page, you split the efforts on several URLs.
• Impact on user experience: Users may end up on less relevant or poorly structured pages, thus negatively affecting conversion.

For these reasons, identifying and resolving the keyword cannibalisation should be a priority in any SEO strategy.

What is keyword and content cannibalisation?

The cannibalisation of keywords occurs when different pages of your website are optimised for the same search intent. On the other hand, the content cannibalisation happens when several pages contain similar or duplicate information, making it difficult for Google to identify which is the most relevant.

Example:
Imagine you have two items:

1. "How to improve your Local SEO".
2. "Local SEO best practices".

Both are optimised for "Local SEO"which creates conflict in the SERPs.

How to identify SEO cannibalisation?

Detecting this problem may seem complicated, but with the right tools, it is a manageable process. Here's how to do it with two main methods.

1. Using Google Search Console

Google Search Console is a free tool that provides you with valuable data about your site's performance. To identify SEO cannibalisation:

1. Go to the "Performance" section:
   Go to the performance tab and select the keyword you want to analyse.
2. Filter by specific queries:
   Search for the target keyword and check which URLs are getting clicks for that query.
3. Evaluates the distribution of traffic:
   If you find several URLs competing for the same keyword with disparate results, cannibalisation is likely to exist.

Explanatory note: Especially if two different urls are displayed in the SERPs for the same keyword and produce impressions and clicks on both. The latter is clear evidence of cannibalisation. 

2. Using SEMrush

SEMrush is an SEO tool that facilitates the identification of keyword cannibalisation in a more visual and detailed way.

1. Go to "Position Tracking":
   Enter your target keywords and analyse the URLs that are ranking for each term.
2. Review the cannibalisation report:
   SEMrush offers a specific report that shows you all the keywords with multiple competing URLs.
3. In-depth analysis: Examine the affected pages and assess which should be prioritised.

How to avoid SEO cannibalisation?

The best way to tackle this problem is to prevent it in the first place. Here are some key strategies:

1. Do proper keyword planning

Before creating content, conduct thorough keyword research to ensure that each page is optimised for a unique term.

Example:
Instead of creating multiple pages for "best SEO agencysegment the content for different intentions:

• "SEO agency services".
• "Benefits of hiring an SEO agency".

2. Establish a clear content structure

Organise your website with a logical architecture where each page has a specific purpose.

• Use PILLAR PAGES to cover general topics.
• Create support pages to delve into related subtopics and link to them internally. Supporting pages are usually blog articles that cover informational searches around the main topic. 

3. Optimise internal links

Make sure that internal links reinforce the content hierarchy, always pointing to the most relevant page for a given content. keyword specific.

How to solve SEO cannibalisation?

If you have already identified cannibalisation on your website, here are some practical solutions:

1. Consolidation of content

If two or more pages are competing for the same keyword, consider merging them into a stronger, more comprehensive page. Use 301 redirects to send traffic to the new consolidated URL.

Example:
Merges "How to improve your local SEO" and "Local SEO best practices" into one article: "Complete guide to local SEO"..

2. Redesigning the focus of the pages

Review the affected pages and make sure that each one is focused on a unique keyword.

Example:
If you have two pages optimised for "Local SEOmodifies one to target "local SEO strategies". and the other to "tools for local SEO"..

3. Use of canonical tags

When you have several similar pages on your website that are competing for the same search intent, you can use tags rel=canonical (canonical tag) to solve this problem. This tag tells Google which page should be considered as the main or priority version, while the others are treated as duplicate content.

How does the canonical tag work?

The label rel=canonical is included in the HTML code of duplicate or similar pages. It informs search engines that, even if multiple versions of the content exist, only a specific URL should be indexed and prioritised in search results.

Practical example: Imagine you have an eCommerce site with multiple URLs for the same product due to variations such as colour:

• URL 1: www.ejemplo.com/producto-camisa-roja
• URL 2: www.ejemplo.com/producto-camisa-azul
• URL 3: www.ejemplo.com/producto-camisa-verde

Instead of allowing Google to index all three URLs, you can use the canonical tag in the URL 2 y URL 3pointing to the URL 1 as the main one:

<link rel=»canonical» href=»https://www.ejemplo.com/producto-camisa-roja» />

4. Removal of irrelevant content

If a page is not providing significant value and competes with another page, removing it may be the best option.

Is keyword cannibalisation bad?

In most cases, yes. The keyword cannibalisation can negatively affect your SEO strategy by splitting your authority and confusing search engines. However, in certain contexts, such as eCommerce with product variations, it can be manageable if optimised correctly.

The SEO cannibalisation is a critical problem that can slow down the growth of your website if not properly addressed. Detect and resolve it using tools such as Google Search Console and SEMrush is essential to improve your organic positioning.

By preventing or correcting the keyword cannibalisationYou will consolidate your authority, improve the user experience and increase the effectiveness of your SEO strategy. 

Detect and fix SEO cannibalisation on your website

Is your website losing traffic because of the SEO cannibalisation?. Don't let this affect your Google ranking.

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