If your site’s rankings or traffic seem stuck — despite your best SEO efforts — you might be falling into a common trap: keyword cannibalization.
But what is keyword cannibalization, why does it matter, and how can you fix it? In this guide, we’ll break down exactly how you might be competing with yourself in Google’s search results and what to do to regain your rankings.
🔍 What is Keyword Cannibalization?
Keyword cannibalization happens when multiple pages on your website target the same keyword (or very similar phrases). As a result, Google struggles to decide which page to rank, and they end up competing against each other — diluting your overall visibility.
For example, if you have two different blog posts both optimized for “best SEO tools,” Google might split the ranking signals. Thus, instead of one strong page ranking #3, you might have two weaker pages at #10 and #15.
👉 For an in-depth explanation, check out Moz’s guide on keyword cannibalization.
🚩 How Does Keyword Cannibalization Hurt Your SEO?
📉 1. Lower Rankings Overall
When your pages compete for the same keyword, they often end up pushing each other down. Instead of consolidating all the backlinks, authority, and user engagement into one strong page, it gets spread out across multiple pages.
⚖️ 2. Confuses Search Engines
Google wants to serve the best, most relevant result. When your site has several similar pages, it’s harder for Google to know which one to prioritize. Sometimes it picks the wrong one — a page that converts poorly or is less optimized.
💰 3. Wastes Crawl Budget & Internal Authority
If your site has hundreds (or thousands) of pages, Google’s crawlers may waste time revisiting overlapping content. Meanwhile, your internal links might spread authority thin instead of consolidating it.
👉 Search Engine Journal discusses how keyword cannibalization can confuse Google’s algorithm and lower your topical authority.
🛠️ How to Detect Keyword Cannibalization
🔎 1. Use Google Search Console
Check the “Performance” report. Look for multiple URLs ranking for the same query — especially if they’re bouncing around in positions 5 to 20. This is often a sign of cannibalization.
📝 2. Run a Site Search
Use Google with this format:
vbnetCopyEditsite:yourwebsite.com "target keyword"
This shows you all pages indexed that include that keyword. If you spot many similar pages, you might have a problem.
🛠️ 3. Try SEO Tools
Tools like Ahrefs and SEMrush can quickly spot cannibalization issues. They’ll show all your URLs ranking for a given keyword, plus the positions and traffic.
🚀 How to Fix Keyword Cannibalization
✂️ Consolidate & Merge Content
If you have two similar articles competing, consider merging them into a single comprehensive piece, then 301-redirect the weaker URL to the stronger one. This combines authority and improves the user experience.
📝 Adjust On-Page Optimization
Reoptimize each page for a distinct keyword or search intent. For example, if both pages cover “SEO tools,” you might refine one to target “free SEO tools” and the other for “advanced SEO tools for agencies.”
🔗 Strengthen Internal Linking
Use internal links to signal which page is your primary content for that topic. This helps guide both Google and your visitors to the most important page.
👉 For more, see our guide on building SEO-friendly internal links (example internal link).
✅ Final Thoughts: Don’t Compete With Yourself!
So, are you competing with yourself through keyword cannibalization? If so, you’re not alone — but it’s crucial to fix. By auditing your content, consolidating overlapping pages, and tightening your on-page strategy, you’ll strengthen your site’s authority and give Google a clear signal on which pages to rank.
➡️ Need help untangling your content?
🚀 Contact Subhrajit Paul today for a free SEO audit. Let’s find and fix any cannibalization issues holding your site back — and boost your rankings where they belong.