Keyword cannibalization glossary definition

Keyword cannibalization refers to a situation where multiple pages on the same website rank for the same or very similar query, instead of allowing one page to play its primary role in search results. Google then chooses which page to display, and this choice changes based on available signals, perceived relevance, and update frequency.

In practical terms, you might publish two articles targeting the same keyword, one on "running shoes" and another on "best running shoes." These pages compete with each other. As a result, your rankings are diluted, some URLs plateau, and you lose the “main page” effect that attracts traffic more consistently.

Why it happens

Cannibalization often occurs when a site reuses the same search intent, when it creates multiple "almost identical" pages (same angles, same subtopics), or when it publishes content without a clear editorial plan. Sometimes, a title update or internal linking changes push two pages to target the same query.

How to identify the issue

In your SEO tracking, you notice different URLs rising and falling for the same query. You may also see ranking spikes alternating between pages, or a drop in clicks on a URL that previously held the top position.

What to do

You can consolidate content (merge, 301 redirect, update a "pillar" page), adjust titles and sections to differentiate intent, then reorganize internal links toward the target URL. Yes, it takes time, but you end up with a page that works for you, and your traffic stabilizes.

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