What Is Keyword Cannibalization and How to Fix It?

Keyword cannibalization happens when two or more pages on your website target the same keyword or the same search intent, which makes search engines unsure about which page should rank. For example, if you have two blog posts both optimized for “local SEO checklist” or two service pages both trying to rank for “website speed optimization,” Google may treat them as competing options rather than complementary resources. Instead of building one strong page that clearly deserves the top position, your site ends up sending mixed signals. This can happen even if the pages are not identical—if they answer the same question for the same type of user, they can still cannibalize each other. In simple terms, keyword cannibalization is when your own pages “fight” each other in Google results, and you lose the chance to rank your best page consistently.

The biggest problem with keyword cannibalization is that it often leads to unstable rankings and weaker traffic growth. You might notice that one week Page A ranks on Google, and the next week Page B replaces it, and then it switches again. When rankings keep rotating, click-through rate usually drops because users are not always landing on the most relevant or most convincing page. It also reduces SEO authority because your internal links, external backlinks, and engagement signals get split across multiple URLs instead of strengthening one primary URL. Over time, this can prevent both pages from reaching their full potential, especially for competitive keywords. You may also experience situations where neither page ranks in the top positions because search engines can’t confidently decide which one is the “best answer.” For businesses, that means fewer calls, fewer leads, and missed opportunities even though you created enough content.

Cannibalization usually happens because of normal content growth. Many websites publish multiple similar blogs on the same topic, create new pages without updating old ones, or build service pages that overlap too much. It’s common in local business sites that have multiple location pages with nearly the same content, or websites that publish “guide,” “checklist,” and “tips” posts that all target the same keyword. It can also happen if your category pages, tag pages, and blog posts all rank for the same terms, or when you create separate pages for “pricing,” “services,” and “benefits” but optimize them using the exact same main keyword. Typical signs include two URLs showing impressions for the same query in Google Search Console, frequent switching of ranking pages, sudden drops in traffic for a page you recently published, or a strong page that never climbs because another page keeps competing with it.

To fix keyword cannibalization, start by deciding which page should be the main “winner” for the keyword and intent. Usually, the best choice is the page with stronger backlinks, better content depth, higher conversions, or the page that matches the intent most accurately. Once you select the primary page, the most effective solution is often to merge content: combine the best parts of both pages into one improved page, update it thoroughly, and then set up a 301 redirect from the weaker page to the primary one. If both pages deserve to exist, then differentiate their intent instead of letting them overlap. For example, one page can target “how to do keyword research for local SEO,” while another targets “local SEO keyword research tools,” so each page serves a distinct purpose. Update the titles, headings, and main keyword targeting so each page has its own unique focus.

If you must keep similar pages (for example, due to product variations or multiple location pages), you can use canonical tags to tell Google which page is the preferred version for ranking. You should also improve internal linking by pointing the most important keyword-focused links toward the primary page and using clearer anchor text that matches each page’s purpose. In some cases, you may also “de-optimize” the duplicate page by changing the keyword focus, reducing overlapping sections, or rewriting content so it answers a different question. The best long-term strategy is simple: for most websites, aim for one primary page per keyword or intent, and make that page the strongest resource on your site. When your content has clear roles and clear targets, Google can rank it more confidently, your rankings become more stable, and your traffic and leads improve consistently.

Tags: content-optimization, internal-linking, keyword-cannibalization, seo-audit