When you create multiple product or service pages, it’s easy to assume that more content will mean better rankings. But sometimes, those pages end up competing with each other for the same keyword. This problem is called SEO cannibalization and it can quietly hold your website back.
If you’re running an online store or service-based business, understanding and fixing SEO cannibalization is critical. In this guide, we’ll walk through how to spot it, why it happens, and the steps you can take to fix keyword cannibalization so each of your product and service pages has the best chance to rank.
What is SEO Cannibalization?
In simple words, SEO cannibalization happens when two or more pages on your website compete for the same keyword. Instead of boosting your chances to rank, these pages confuse Google about which one is most relevant.
Think of it like this: imagine you run an online store and you have two product pages one for “men’s running shoes” and another for “best running shoes for men.” Both pages target nearly the same keyword. As a result, search engines can’t easily decide which page to rank, and often neither performs as well as it could.
This issue is more common for eCommerce websites (with multiple product variations) and service-based businesses (with similar service pages across locations). You might think you’re covering more ground, but in reality, you’re splitting your keyword power.
Why is SEO Cannibalization a Problem?
At first, having multiple pages targeting the same keyword might seem like a smart move. But in reality, SEO cannibalization creates more problems than benefits. Here’s why:
- Negative impact on search rankings and traffic
When two or more of your pages compete for the same keyword, they end up splitting the ranking power. Instead of one strong page rising in search results, both pages perform poorly. This weakens your overall SEO strategy and reduces the traffic you could be getting. - Wasted crawl budget
Google has a limited crawl budget for every website. If its bots keep crawling similar or duplicate-intent pages, it leaves less room for your new or more important pages to get discovered. This slows down your site’s overall SEO growth. - Confusion for users
Imagine searching for something and finding two very similar results from the same website. Users may feel lost, unsure about which page to click. Instead of improving user experience, keyword competition within your site causes frustration. - Semrush’s insight
According to Semrush, cannibalization makes it harder for Google to determine which page to rank. If search engines are confused, your chances of reaching the top results decrease.
How to Identify SEO Cannibalization
Before you can fix SEO cannibalization, you need to find it first. Many website owners don’t even realize their pages are competing with each other until traffic starts to drop. Here are some practical ways to identify the issue:
- Manual Google Search
A quick way to check is by typing:
site:yourdomain.com “keyword”
into Google. If you see more than one page from your site ranking for the same keyword, that’s a clear sign of keyword overlap. - Google Search Console
Head over to the Performance Report in Google Search Console. Look at which pages are ranking for the same search terms. If multiple pages are showing impressions and clicks for one keyword, you may have cannibalization. - Use SEO Tools
Tools like Semrush Position Tracking, Ahrefs Site Explorer, or Neil Patel’s Ubersuggest make the process easier. They show you which pages are ranking for the same keyword and help you track rankings over time. - Check Impressions and Clicks
Sometimes, pages may not directly compete in rankings but still target the same intent. By comparing impressions, clicks, and keyword overlap, you can spot if Google is struggling to decide which page to prioritize.
The goal is to have one strong page ranking for a keyword, not several weaker ones. Once you know where cannibalization exists, you can take the right steps to fix it.
How to Fix SEO Cannibalization?
Once you’ve identified cannibalization across your product or service pages, the next step is fixing it. The good news? With the right strategy, you can strengthen your SEO, improve rankings, and give search engines a clear signal about which page matters most.
Here are some of the most effective fixes:
1. Merge Competing Content
If two or more pages cover the same topic, consider combining them into one stronger page. For example, if you have two blogs about “Best Running Shoes for Beginners,” merge them into one comprehensive guide.
- This creates higher-quality content
- Helps consolidate backlinks and authority
- Prevents splitting ranking signals across multiple pages
2. Use Canonical Tags
Sometimes, you may need both pages but still want Google to understand the “main” page. In that case, add a canonical tag to the secondary page.
- This tells Google: “These two pages are similar, but prioritize this one.”
- It helps maintain user experience while avoiding duplication issues.
3. Re-optimize Pages for Different Keywords
If your pages are too similar, try targeting different keyword variations. For example:
- Page 1: “SEO services for small businesses”
- Page 2: “Affordable SEO packages for startups”
By adjusting the keyword focus, you reduce overlap and capture a broader audience. Ahrefs suggests mapping out your primary and secondary keywords to ensure each page has a unique purpose.
4. Adjust Internal Linking
Your internal linking structure tells Google which pages you value most.
- Link to your primary page more often
- Use relevant anchor text that highlights your main keyword
- Avoid linking competing pages against each other with the same anchors
This way, search engines (and users) clearly understand which page to prioritize.
5. Remove or Redirect Duplicate Pages
If a page no longer adds value, don’t be afraid to delete or 301 redirect it to a stronger page. This passes any link equity and keeps your site lean, which Google prefers.
Conclusion
SEO cannibalization might sound technical, but at its core, it’s about one simple thing: making sure your pages aren’t fighting against each other. When your product and service pages compete for the same keyword, you lose visibility, traffic, and potential customers.
The good news? Fixing it is straightforward once you know what to look for. Start with keyword mapping to give every page a clear purpose. Use consolidation and canonical tags when you find overlaps. And most importantly, commit to regular audits with tools like Semrush, Ahrefs, or Neil Patel’s Ubersuggest to keep your site healthy.
By taking these steps, you not only fix keyword overlap but also create a site that search engines understand and users trust. This clarity is what leads to better rankings and long-term SEO success.
Remember: prevention is easier than cure. Plan smart, monitor often, and keep your product and service pages focused your SEO will thank you.
FAQ: Fixing SEO Cannibalization
1. What is SEO cannibalization and how does it affect rankings?
SEO cannibalization happens when multiple pages on your website target the same keyword or topic. Instead of boosting your chances to rank, these pages end up competing with each other. This confuses search engines, weakens your authority, and often lowers your rankings.
2. How can I check if my site has keyword cannibalization?
You can find keyword cannibalization issues by running an SEO site audit with tools like Semrush, Ahrefs, or Google Search Console. Look for cases where more than one page is ranking for the same keyword. Another simple way is to search your target keyword in Google and check if multiple pages from your domain appear in the results.
3. What is the fastest way to fix SEO cannibalization?
The quickest way to fix SEO cannibalization is to combine or consolidate similar pages. If two pages cover almost the same topic, merge them into one strong piece of content. You can also use 301 redirects to point old or weaker pages to the main one.
4. Can canonical tags solve SEO cannibalization issues?
Yes, canonical tags can help by telling search engines which version of a page should be treated as the “main” one. However, they work best when you have duplicate or very similar content. For broader cannibalization issues, you may still need to restructure, merge, or optimize your content.
5. How often should I audit my site for cannibalization problems?
It’s a good idea to audit your site every 3–6 months, especially if you publish content regularly. Frequent checks will help you catch keyword overlap early and keep your product and service pages optimized for better rankings.
