How to Avoid SEO Cannibalisation and Maximise Your Rankings

Sagar Sethi

11/12/2024

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So you've poured your heart and soul into crafting amazing content for your website. You've done your keyword research, optimised your pages, and built some solid backlinks. But despite your best efforts, your website is struggling to rank for your target keywords. What gives?

One possible culprit could be lurking within your own website — SEO cannibalisation. It's a bit like having multiple salespeople pitching the same product to the same customer — it just creates confusion and dilutes your overall message. In the world of SEO, cannibalisation occurs when multiple pages on your website compete for the same keywords, leaving search engines scratching their heads and your rankings in a tangled mess.

This isn't just a minor inconvenience; it can seriously sabotage your SEO efforts. When multiple pages target the same keywords, they essentially end up competing against each other, diluting their individual ranking potential. This means lower search rankings, wasted effort, and a frustrating experience for both users and search engines.

This blog post is your guide to conquering keyword cannibalisation. We'll explore the common causes, show you how to identify it on your website, and provide actionable strategies to fix it. By the end, you'll be well-equipped to optimise your website for search success and leave cannibalisation in the dust.

Why Does SEO Cannibalisation Happen?

There are a few common reasons why websites fall prey to this SEO pitfall:

• Keyword Chaos: Sometimes, it all boils down to poor keyword research and planning. Without a clear strategy, it's easy to end up with multiple pages targeting the same keywords, especially if different teams are creating content without proper coordination.
• Content Clones: Duplicating content, even unintentionally, can trigger cannibalisation. This can happen when you have similar pages with slightly different wording or when you republish content from other sources without proper attribution.
• Website Wreckage: Website redesigns can sometimes leave behind a trail of SEO debris. If old URLs aren't redirected properly, you can end up with multiple pages competing for the same keywords.
• Intent Mismatch: Even if your pages have unique content, they can still cannibalise each other if they target the same keywords for different search intents. For example, a page about "best running shoes" and a page about "running shoe reviews" might both target the keyword "running shoes," but they serve different purposes.

Understanding these common causes is the first step towards tackling cannibalisation and optimising your website for search engine success.

Playing Detective: Unmasking Keyword Cannibalisation

Now that we understand the "why" behind SEO cannibalisation, let's put on our detective hats and learn how to identify this sneaky culprit on your website. Here's your step-by-step guide to uncovering keyword cannibalisation:

1. Google Search Console: Your SEO Command Center

Google Search Console is a treasure trove of valuable data about your website's performance in search results. Head over to the "Performance" report and analyse the queries that are bringing traffic to your site. Look for keywords that are driving traffic to multiple pages. This could be a sign of cannibalisation, especially if those pages have similar content or target the same search intent.

2. Traffic Troubles: Spotting the Underperformers

Analyse your website traffic and user behavior using tools like Google Analytics. Are there pages that receive a decent amount of traffic but have high bounce rates or low engagement? This could indicate that users are landing on the wrong page or not finding what they're looking for, potentially due to keyword cannibalisation.

3. Content Audit: Taking Stock of Your Digital Inventory

A comprehensive content audit is like spring cleaning for your website. Go through all your pages and identify those with overlapping topics, keywords, and target audiences. This can help you pinpoint potential cannibalisation issues and identify opportunities for content consolidation or optimisation.

4. SEO Tools: Your Cannibalisation-Busting Arsenal

SEO tools like SEMrush and Ahrefs can be invaluable in your quest to uncover keyword cannibalisation. Use these tools to analyse your website's keyword rankings and identify instances where multiple pages are ranking for the same keywords. These tools can also provide insights into your competitors' keyword strategies, helping you identify potential cannibalisation issues before they arise.

Visualising the Problem

Sometimes, seeing is believing. Here are a few visual examples of how keyword cannibalisation might appear in your SEO tools:

• Google Search Console: You might see multiple pages ranking for the same keyword in the "Performance" report, indicating potential cannibalisation.
• SEMrush or Ahrefs: These tools might show multiple pages from your website competing for the same keyword in the organic search results, highlighting the need for optimisation.

By using these methods to identify keyword cannibalisation, you'll be well on your way to optimising your website and improving your search rankings. In the next section, we'll explore actionable strategies to address this issue and boost your website's performance.

Taking Action: Conquering Keyword Cannibalisation

Congratulations, detective! You've successfully identified the keyword cannibalisation culprits on your website. Now it's time to take action and reclaim your rightful place in the search rankings. Here's your arsenal of cannibalisation-busting strategies:

1. Content Consolidation: Uniting Your Forces

If you have multiple pages covering similar topics, consider merging them into one comprehensive resource. This not only eliminates duplicate content but also creates a stronger, more authoritative page that's more likely to rank well. Think of it as combining the strengths of your individual pages into one SEO powerhouse.

2. On-Page Optimisation: Fine-Tuning Your Content

Sometimes, a little fine-tuning is all you need. Review the cannibalising pages and refine their keyword targeting to ensure each page focuses on a specific aspect of the topic. Improve your internal linking strategy by linking relevant pages together, guiding both users and search engines through your website.

3. 301 Redirects: The SEO Traffic Controller

If you have duplicate content or pages that are no longer relevant, use 301 redirects to send traffic to the main page for that topic. This tells search engines that the old page is permanently gone and consolidates your SEO efforts onto a single, authoritative page.

4. Content Pruning: Trimming the Fat

Sometimes, less is more. If you have outdated or low-performing content that's contributing to cannibalisation, don't be afraid to prune it. This can improve your website's overall quality and make it easier for search engines to understand your core topics.

5. Canonicalisation: Declaring Your SEO Champion

For pages with very similar content, use canonical tags to indicate the preferred version of the page. This tells search engines which page to prioritise in search results, preventing them from competing against each other.

Reaping the Rewards

By implementing these strategies, you'll not only conquer keyword cannibalisation but also reap a host of benefits:

• Higher Rankings: With a clearer and more focused website, your pages will have a better chance of ranking for their target keywords.
• Improved User Experience: Users will find it easier to navigate your website and find the information they need, leading to increased engagement and conversions.
• More Efficient SEO: By consolidating your content and eliminating duplicate efforts, you can focus your SEO resources on creating high-quality content and building strong backlinks.

Preventing Future Cannibalisation

To avoid falling into the cannibalisation trap again, implement these proactive strategies:

• Thorough Keyword Research: Start with a solid keyword research strategy that maps out your target keywords and their corresponding pages.
• Content Planning and Coordination: Ensure that different teams are aware of each other's content creation efforts to avoid duplication and overlap.
• Regular Content Audits: Conduct regular content audits to identify potential cannibalisation issues and ensure your website remains optimised.
• Strategic Internal Linking: Develop a clear internal linking strategy that guides users and search engines through your website, reinforcing the relevance of your pages.

Get Your Free SEO Consultation

SEO cannibalisation can be a real headache, but it's a treatable condition! By understanding the causes, identifying the symptoms, and applying the right remedies, you can restore your website to peak performance and achieve those coveted top rankings.

Remember, a healthy website is a happy website. Don't let keyword cannibalisation hold your business back. Take action today, and watch your organic traffic soar!
Need help tackling SEO cannibalisation on your website? Xugar's team of expert digital marketers can help you identify and address these issues, ensuring your website is optimised for search success. Contact us today for a free consultation!