Cannibalization: when the site competes with itself
It is a site that competes with itself. This is the simplest and most straightforward definition of cannibalization, a phenomenon that may seem paradoxical but is surprisingly common in the world of SEO and marketing. It is more specifically called keyword cannibalization, and it is one of the main critical issues encountered when managing a site dense with pages and articles and keyword research to find new insights is not performed optimally. Let’s try to find out all about this phenomenon, which basically generates pages on the same site that compete with each other and risks of causing general confusion for users, decreased visibility in search engines, and a reduction in overall organic traffic.
What cannibalization is
Cannibalization is a phenomenon that occurs when an entity, such as a company or website, introduces new products, services or content that end up competing with existing ones, taking resources, visibility or market from them.
In other words, it is where an organization competes with itself, reducing the overall effectiveness of its offerings.
This situation can occur in a variety of areas. For example, cannibalization in marketing occurs when a new product launched by a company takes sales away from an existing product of the same company. In the restaurant industry, a restaurant opening a new location near an existing location may end up taking customers away from the original location. Even in the technology sector, cannibalization can occur when a company launches a new version of software or a new device that competes with previous versions.
Cannibalization can have several negative consequences, including reduced overall sales, dispersed resources, and confusion for customers. Understanding this phenomenon and adopting strategies to manage it is essential to optimize performance and maintain sustainable growth.
Marketing cannibalization and other industries
Broadening the picture, the term “cannibalization” has different meanings in various contexts.
As mentioned, in traditional marketing, cannibalization occurs when a new product introduced by a company takes sales away from an existing product of the same company.
This phenomenon can be intentional or unintentional. For example, a company might launch a new product line to appeal to a different market segment, but end up taking customers away from its existing products. This can lead to an overall reduction in sales and a dispersion of marketing resources.
A classic example of cannibalization in marketing is the launch of a new smartphone model by a company. If the new model offers similar features at a slightly lower price, it may attract customers who would otherwise have purchased the previous model. This may lead to a reduction in sales of the previous model without necessarily increasing the company’s overall sales.
But cannibalization is also a concept used in economics, technology and even the military. In economics, cannibalization can refer to the reduction in sales of a product due to the introduction of a new similar product. In technology, it can refer to competition between similar products within the same company, as in the case of software or electronic devices.
In the military, cannibalization may refer to the practice of disassembling parts of a vehicle or weapon for use as spare parts for other vehicles or weapons. This can be a temporary solution to keep vehicles operational, but it can also reduce the overall efficiency of the armed forces.
SEO cannibalization: meaning and clarification
One of the areas where the problem is most common and risky, however, is in SEO.
SEO cannibalization occurs when multiple pages on the same website are optimized for the same keyword or group of keywords. This phenomenon may seem harmless, but in reality it can have significant consequences.
As the term “cannibalization” suggests, keyword cannibalization is a problematic factor for a site’s organic visibility, because the presence on the site of URLs that compete for the same keywords then generates of pages that are similar in content and, more importantly, in keywords identified and positioned by Google.
It is so called because the site is “cannibalizing” its results by dividing CTR, links, content and (often) conversions between two or more pages instead of one, as would be more logical and profitable. When two or more pages compete for the same keyword, search engines like Google do not know which page to show users. As a result, pages can end up “eating” each other, reducing the overall visibility of the site. This not only disperses traffic, but can also negatively affect page rankings in search results.
Cannibalization effect: a visibility problem
The cannibalization effect is particularly problematic because it reduces the relevance of each page involved.
When Google has to choose among several similar pages, it may decide in the long run not to show any of them in prominent positions. This means that instead of having one well-ranked page, we may end up with multiple pages that are in less visible positions.
Traffic dispersion is only one of the negative effects: cannibalization can also confuse users, who may not know which page to visit to get the information they need.
In addition, cannibalization can negatively affect engagement metrics, such as time on page and conversion rate, as users may abandon the site if they do not immediately find what they are looking for. This can lead to decreased trust in the brand and lost business opportunities.
Keyword cannibalization is a risk for sites
Evolutions in Google Search algorithms have somewhat limited an old trend of making sites, namely to focus an article only on ranking for a single keyword or to attempt to do targeting of specific terms on multiple pages, reasoning from the equation “the more pages we have in search results, the more impressions we will receive from users.”
In reality, the situation is often exactly the opposite: targeting on the single keyword can do more harm than good to a site’s SEO, because precisely if multiple pages rank for the same keyword, they compete with each other, dividing the benefits rather than multiplying them.
More importantly, today we nowadays aim (or should) to optimize the work by focusing the content on the users’ search intent, so as to respond to the specific type of need that prompted the person to use the search engine, and it is Google itself that openly sanctions this, including with the recent Helpful Content Update. Moreover, on the practical side, with this more modern approach, it is possible to intercept more keywords with the same content, thanks to the quality of the writing and the ability to include many related terms, including semantically.
Nonetheless, however, cannibalization is still a latent risk, usually due to errors in site structure and poor page hierarchy, and can result in lower CTR for each page involved, reduced site authority, and lower conversion rates than an established page.
When does cannibalization occur?
Keyword cannibalization is a phenomenon that can occur under various circumstances, often due to suboptimal content management and SEO strategies.
From a technical point of view, then, keyword cannibalization results from two main errors, made at the metadata or page content level.
In the first case, which is more typical of eCommerce provided with many category pages, the phenomenon occurs if Google fails to understand which is the main and general page and which, instead, those dedicated to more specific types of the product.
In the other eventuality, however, the issue is more complex because it concerns precisely the topics covered, and therefore the solution to the problem must be carefully evaluated to avoid taking action in a way that penalizes the site.
Understanding when and why it occurs is critical to preventing and solving this problem. Cannibalization is not always obvious at first glance, but it can emerge through careful analysis of page and keyword performance. It is important to constantly monitor the behavior of the site and its pages to identify early signs of the phenomenon.
Conditions that promote keyword cannibalization
Keyword cannibalization can be fostered by several conditions. One of the most common is the creation of similar or duplicate content. For example, if a blog publishes multiple articles that cover the same topic with minimal variations, these pages may end up competing with each other for the same keyword. Another condition that encourages cannibalization is the over-optimization of multiple pages for the same keyword. This can happen when trying to cover a topic in too much detail, creating multiple pages that end up overlapping in content and target keywords.
Site structure can also influence cannibalization. Sites with complex navigation or many similar pages may be more likely to run into this problem. In addition, a lack of a clear and consistent internal link strategy can contribute to cannibalization, as search engines may have difficulty determining which page is the most relevant for a given keyword.
Which sites are most at risk: types and cases
It is good to anticipate that any type of online project can fall into this problem.
For eCommerce, for example, keyword cannibalization can occur when there is a blog linked to the main site, whose articles conflict with shop categories or specific pages. Another case is when the same products differ in only a few elements, which are not accurately reported in page development.
For blogs and news sites, on the other hand, keyword cannibalization often occurs when an evolving topic is discussed with multiple distinct articles, with the newer one not physically undermining the older, dated one.
Thus, some types of sites are more at risk of keyword cannibalization than others.
E-commerce sites, for example, are precisely those that are particularly vulnerable, because they often have many product pages that can be optimized for the same keywords. For example, an e-commerce site selling shoes might have several product pages optimized for the keyword “running shoes,” leading to internal competition among these pages.
Blogs with a large archive of articles may also be at risk. If a blog frequently publishes content on similar topics without a clear keyword differentiation strategy, it can easily run into cannibalization problems. News portals are another example of at-risk sites, as they often publish articles on current events that may overlap in content and keywords.
Finally, corporate sites with many service or product pages can also be vulnerable. If a company offers several similar services and creates separate pages for each, it may end up optimizing these pages for the same keywords, causing cannibalization. In all these cases, it is essential to adopt a well-planned SEO strategy and constantly monitor page performance to prevent and resolve any problems in this regard.
SEO cannibalization: the negative effects and risks of confusing Google
As we were saying, when a site falls victim to keyword cannibalization, it exposes itself to a number of risks such as loss of traffic, indexing and wrong page placement in SERPs, decreased sales and fluctuating rankings, including in terms of Zoom Authority.
In practice, it is as if Google initially divides the authority, weight, and value attributed to the site across multiple pages, effectively turning the same site’s content into competitors fighting for rankings and views; likewise, you disperse links and anchor text, but more importantly, you elevate your Crawl Budget and unknowingly “signal” to Google the low quality of your page content, which could lead to a downgrade in terms of rankings.
Instead of having a strong, well-ranked page in the search results, we may in short end up with multiple pages that are in less visible positions. This means that organic traffic is dispersed among several pages, reducing the effectiveness of SEO strategies.
In short, keyword cannibalization is a significant problem for several reasons, which go beyond simple internal competition between site pages.
This phenomenon can negatively affect several aspects of our online presence, from search engine visibility to the quality of the user experience. Ignoring or underestimating cannibalization can undermine the effectiveness of marketing strategies and reduce the return on investment of digital activities.
In addition, cannibalization can negatively affect SEA paid marketing campaigns: if your pages are not clearly differentiated, you risk spending more on advertising without getting the desired results.
Another critical aspect is performance measurement. Cannibalization makes it difficult to evaluate the effectiveness of marketing strategies because traffic and conversion data are spread across multiple pages. This can lead to decisions based on inaccurate or incomplete data, further compromising marketing activities.
Consequences on User Experience
Cannibalization is not only a visibility and traffic problem; it can also have significant consequences on the user experience. When users search for a specific keyword and find multiple pages on the same site offering similar content, they may feel confused and uncertain about which page to visit.
This can lead to reduced dwell time on the site and an increased bounce rate, as users may abandon the site if they do not immediately find the information they need.
In addition, cannibalization can undermine the consistency and clarity of the brand message. If several pages on the site offer similar but slightly different information, users may have difficulty understanding which is the main offering or which page provides the most accurate information. This can reduce users’ trust in the brand and negatively affect their perception of the site.
Finally, cannibalization can negatively affect conversions. If users cannot quickly and easily find the information they need, they may decide not to complete a purchase or fill out a contact form. This can lead to reduced sales and leads, further compromising the success of marketing activities and overall ROI.
How to identify SEO cannibalization
Identifying SEO cannibalization is a crucial step in solving this problem and optimizing website visibility.
Cannibalization can be sneaky and not always obvious at first glance, but with the right tools and careful analysis, it is possible to identify pages that compete with each other for the same keywords. This process requires a combination of keyword monitoring, traffic data analysis, and a thorough review of site content. Let’s see how to proceed.
Keyword monitoring tools
The first step in identifying SEO cannibalization is to use keyword monitoring tools. The Google Search Console is our first reference to see which keywords are actually bringing traffic to the site and which pages are ranking for these keywords. By analyzing this data and especially the queries actually used by users, we can identify whether multiple pages on the site are competing for the same keywords.
In addition to keyword monitoring, analyzing traffic data is critical to identifying SEO cannibalization. In this sense, Google Analytics is essential to see which pages are receiving traffic and how users interact with these pages. By analyzing traffic data, we can then identify if there are pages that are receiving less traffic than expected due to internal competition.
An in-depth analysis of traffic data also allows us to see how users are navigating between pages on the site. If we notice that users are abandoning the site after visiting a specific page, it could be a sign of cannibalization. In addition, we can analyze metrics such as time spent on the page and bounce rate to see if users are finding the information they need or if they are abandoning the site due to confusion caused by cannibalization.
Another important aspect to consider is conversion analysis. If we notice a decrease in conversions on certain pages, it could be a sign that cannibalization is negatively affecting the user experience and the site’s ability to convert visitors into customers.
How to identify keyword cannibalization with SEOZoom
Having succinctly clarified the extent of this inconvenience, let’s come to the good news, that is, ways to nip these critical situations in the bud.
Until recently, the most complex aspect was identifying keyword cannibalization, because the only tool (or at any rate the one most used) was the site: command, one of the advanced search operators on Google. Opening the search engine page, one had to type precisely site: followed by the referring domain and then the potentially cannibalized keyword to get the list of URLs indexed by Google as relevant to the topic.
This is now much easier thanks in part to SEOZoom, which has developed a number of tools that and functions dedicated precisely to managing possible cannibalized pages.
The first specific feature is located within the Project Pages section and allows one to immediately find out, thanks to informative and detailed tables, if there are potentially duplicate pages, that is, competing on the same keywords. Specifically, the list of incriminated URLs expresses, in percentage, the possibility that in Google’s eyes one page is similar to another, while clicking on the “Duplicates” button analyzes which keywords are in common and which pages are competing on the same data.
With these insights SEOZoom does not indicate that the text is duplicated or copied, but simply that, according to the scanning performed, the indicated pages are ranked for the same keywords in a higher or lower percentage.
Launching any Keyword Analysis, moreover, you can get similar information at a glance in the graph about the performance of sites in SERPs: possible cannibalization is signaled by an icon with update arrows calling attention and inviting action because a change in keyword ranking URLs has occurred, with one page taking the place of another since the previous analysis.
The other methods of discovering and avoiding keyword cannibalization-and possible self-sabotage of ranking – are available in the specific table “Pages of the site on the same or strongly related topic” that appears after launching the analysis of a URL and in the tables of the Pages section of the Domain Analysis, in particular with the “Similar Pages” tab that lists precisely the pages ranked for similar keywords and topics (not necessarily certain cannibalization, but still content to be investigated).
Additional useful element, for each occurrence SEOZoom also reports whether or not the “similar” page was linked to on the page we are analyzing. This indication can be very relevant to our strategy, because it allows us to check whether we have structured the internal link network correctly to support the main content for us, or if, on the contrary, we need to intervene to make the juice flow more smoothly and purposefully – as also written in the software tooltip.
How to avoid cannibalization: strategies and site interventions
Avoiding keyword cannibalization is essential to ensure that your website maintains optimal visibility and provides a consistent and satisfying user experience.
Implementing effective strategies can help you prevent internal competition between pages and improve your site’s overall search engine ranking. Interventions span multiple areas and phases, requiring a proactive and strategic approach.
- Work on keyword research
Before performing keyword research for generating new content on your site, it is a good idea to pay attention to what is already there, to avoid keyword cannibalization and its negative consequences on keyword ranking and the ranking of the entire site.
The process of searching for new keywords or keyword clusters should therefore start with an analysis of the existing one, checking in particular whether the pages already there have covered the topic and search intent, and to what extent. If the answer is positive, before creating new content it might be better to optimize existing pages, using the appropriate tools.
In addition, even after creating a new “clean” page, it is always a good idea to check for unintentional cannibalization by repeating the path described above.
- Content optimization
One of the most effective strategies to avoid cannibalization is content optimization.
Each page on your site should have a unique and specific focus, avoiding keyword overlap. This means that you should do a thorough keyword analysis and assign (theoretically) to each page a primary keyword and, if necessary, some related secondary keywords, making sure that the content on each page is unique and offers added value to users.
Another important aspect of content optimization is the creation of a clear and consistent content structure: therefore, it is necessary to use well-defined titles, subtitles and paragraphs to organize information in a logical and easily understandable way. This not only helps search engines better understand the page content, but also improves the user experience.
- Periodic Content Review
Periodic content review is critical to keeping the site current and relevant. Conduct a regular content review to identify any cannibalization issues and take steps to resolve them. This may include removing duplicate content, merging similar pages, or updating existing content to make it more unique and relevant.
When reviewing content, it is crucial to pay attention to page performance. Using analytics tools such as Google Analytics and SEOZoom we can monitor traffic, time on page, and other engagement metrics. If we notice that some pages are performing less well than expected, it could be a sign of cannibalization. If so, we assess whether we need to further optimize the content or move on to more direct and remedial interventions.
How to solve keyword cannibalization
We then figured out how to avoid the problem upstream and how to identify the presence of competing keywords and content on the same site, thanks in part to SEOZoom. At this point, how can we take action to solve cannibalization and stop confusing Google and users?
This part of the work is distinctly practical and requires the application of some strategies, more or less disruptive.
- Redirect 301
The first technical action is to set up a 301 redirect between the competing pages and the one that is most strategic to us, which therefore becomes the landing point of redirection.
In this way, the search engine should be clearer about which page to point to as a reference to users running queries, and the users/readers themselves may find the information they find more useful (never forget the human factor, even when doing SEO, nor underestimate the value of the experience to be provided to people landing on the site).
301 redirects are a powerful tool for managing keyword cannibalization. This redirection is permanent, that is, it tells search engines and browsers that a page has been moved permanently to a new URL. In addition, the 301 transfers almost all the SEO value of the original page to the new page, helping to consolidate authority and ranking.
To implement a 301 redirect, it is necessary to access the server’s .htaccess file (if we use an Apache server) or configure the redirection via the hosting control panel or, in the CMS sphere, use some special WordPress or similar plugins.
- Rel Canonical
A second possibility is the use of Rel Canonical, as is generally done in cases of duplicate content to specify the URL to be shown in search results in a clear and unambiguous manner. This avenue allows us not to eliminate the content of other pages, but still prioritize what we consider most fundamental to the project.
The canonical tag an HTML element that tells search engines which version of a page should be considered the main version. To implement it, you need to add a <link rel=“canonical” href=“URL-of-main-page”> element in the <head> section of the duplicate page’s HTML code.
- Reorganizing content
Third intervention to address and solve keyword cannibalization is the reorganization and optimization of competing content.
Using, for example, SEOZoom tools and SEO analysis, we can discover keywords and topics not taken into account that, if properly addressed, could open additional channels of visibility and traffic attraction, but most importantly differentiate the content of the page from that of the other cannibalized one. It means, in practice, focusing on long tail keywords instead of the specific, single keyword and creating an internal link structure to suggest to Google which page to prioritize.
- Gather or delete pages
Then there is another option, particularly useful for news sites, which is to create a single “pillar” article into which subsequent updates also flow, i.e., without creating new pages for each subsequent news story on the case or topic. An alternative, again for online newspapers and related, may be to noindex the individual articles and leave only the relevant category indexed, which then becomes the one preferred by search engines: if you choose this technique, however, you must pay attention to the level of traffic generated by the pages that you will de-index, because if it is high you risk creating a harmful effect to the whole site that may be difficult to remedy.
