Keyword Cannibalization
Keyword Cannibalization occurs when multiple pages on a website target the same or similar keywords. This can lead to confusion for search engines, which may struggle to determine which page to rank higher, ultimately diluting visibility and traffic across the affected pages.
Use Case
A digital agency maintains a blog focused on digital marketing strategies. They publish two articles about "SEO best practices" and "SEO techniques." Both articles rank for the same target keyword. However, instead of driving traffic to one authoritative piece, search engines split the visibility, causing both articles to underperform.
To resolve this, the agency conducts a content audit. They identify overlaps and decide to merge the articles into a single, comprehensive guide that addresses both topics seamlessly. After the merge, they implement 301 redirects from the older URLs to the new article, enhancing SEO authority. Following this strategy, the new article ranks higher in search results, significantly increasing organic traffic and engagement.
By streamlining their content, the agency not only clarifies their messaging but also optimizes their website’s performance and user experience, showcasing the importance of addressing keyword cannibalization.