SEO Term Definition
Keyword Cannibalisation
When multiple pages on the same site compete for the same keyword, splitting ranking signals and reducing overall effectiveness.
Reviewed by Alexander Yarovenko · Updated: 2026-07-03
What Is Keyword Cannibalisation?
Keyword cannibalisation occurs when two or more pages on the same website target the same primary keyword. Instead of one strong page ranking well, both pages compete against each other and split the link equity, authority, and click-through rate, reducing the overall ranking potential of both.
Signs of Cannibalisation
- Multiple pages ranking for the same query (switching positions frequently)
- Ranking pages not matching your intended target page for a keyword
- Traffic split between two pages covering the same topic
- Low-authority pages outranking the page you want to rank
How to Identify It
- Search
site:yourdomain.com "target keyword"in Google - Use Ahrefs or Semrush to filter which pages rank for a specific keyword
- Export your GSC query data and look for queries with multiple ranking URLs
Fixing Cannibalisation
- Merge: Combine thin cannibalising pages into one comprehensive page
- Redirect: 301-redirect the weaker page to the stronger one
- Canonical: Point the secondary page to the primary via canonical tag
- Differentiate: Rewrite pages to target distinctly different keywords/intents