Navigating the challenges of engine optimization (SEO), one common problem that can have a significant impact on a website performance is keyword cannibalization. If not handled properly, it can result in lower search engine rankings, weakened authority and a less than satisfactory user experience. This detailed guide will explore what keyword cannibalization is, its causes, effects as well as effective approaches for spotting and addressing the issue.
Understanding Keyword Cannibalization
Keyword cannibalization occurs when multiple pages of a website are targeting the same or similar keywords and, as a result, end up competing for search engine visibility. The result of this internal competition will be for the search engines to not know which page is most relevant and authoritative in response to a specific query, therefore all associated pages would see lower rankings due to keyword cannibalization.
Causes of Keyword Cannibalization
Lack of Keyword Research:
Insufficient keyword research can lead to the creation of multiple pages targeting the same or similar keywords without a clear differentiation in content or intent.
Duplicate or Near-Duplicate Content:
If you have pages on your website that contain largely similar or virtually identical text content, it can be difficult for search engines to identify which page should rank -- leading both (or all) of the pages to end up ranking for some variation(s) of a query.
Pagination and Filters:
E-commerce or blog sites usually have pagination and filtering options which generate multiple pages with very similar results, causing keyword cannibalization.
Syndicated or Republished Content:
When a site is republishing content from other sources or syndicating it to different platforms, there will be duplicacy of content and keyword cannibalization.
Lack of Proper Canonicalization:
Not having proper canonical tags or redirects to show the search engines which page is the main version can also lead to cannibalization.
Consequences of Keyword Cannibalization
Decreased Search Engine Rankings:
If two different pages on a site target the same keywords, it can confuse search engines about which page is more relevant and thus lower rankings for all concerned.
Diluted Link Equity:
Backlinks pointing to different pages targeting the same keywords can be diluted, as search engines may not know which page to attribute the link equity to.
Suboptimal User Experience:
Users coming to a page that doesn't completely answer what they searched for or provide the information expected, leads to poor user experience and increased bounce rates.
Wasted Crawl Budget:
As for search engines, each website has a specific crawl budget that is restricted. Multiple pages targeting the same keywords wastes your allocated crawl budget by having search engines expend time and resources crawling, indexing - or ranking on SERPs for those who employ right practices at least - equivalent work multiple times rather than returning unique value.
Identifying Keyword Cannibalization
Before addressing keyword cannibalization, it's essential to identify the affected pages and understand the extent of the issue. Here are some steps to help you identify keyword cannibalization:
Conduct a Keyword Mapping Exercise:
Map out the keywords you plan to target along with the pages on your site that are targeting them. So you can easily see where two pages might be competing for the same or highly similar keywords.
Use Google Search Console:
Google Search Console provides valuable insights into the keywords your website is ranking for and the pages that are appearing in search results. Use this tool to identify pages that are ranking for the same or similar keywords.
Analyze Internal Search Queries:
If your website has an internal search function, analyze the search queries entered by users to identify common keywords that are driving traffic to multiple pages.
Conduct a Site Search:
Google has a site search function where you can link to find particular keywords on your webpage. The insights you gain from these searches will tell you which pages are targeting those keywords.
Use SEO Tools:
Tools like Ahrefs, SEMrush, and Moz can help you identify keyword cannibalization issues by providing insights into your website's keyword rankings and the pages that are competing for those keywords.
Resolving Keyword Cannibalization
After you have found the cases of keyword cannibalization in your site, it’s time to resolve them. Following are some strategies to tackle keyword cannibalization issue:
1. Consolidate Content
If you have similar keywords that multiple pages are targeting on your site, opt to combine the content and create a more detailed and thorough page. This will avoid internal competition and improve user experience.
2. Implement Canonical Tags
Apply canonical tags to specify one page as a preferred version of the other pages. This in turn would tell search engines which page should be indexed and ranked for each keyword.
3. Utilize 301 Redirects
If you have pages that are no longer relevant but used to target keywords which may not be a priority, use 301 redirects to point both users and search engines towards the most appropriate page on your website.
4. Differentiate Content
If you have multiple pages targeting the same keyword, they should each provide unique and useful value with regards to a certain query or user intent. This will allow search engines to better determine the distinct value of each page.
5. Optimize Pagination and Filters
If your site happens to be divided into a number of pages using pagination, or you run an e-commerce / blog type website that includes filter-ability or sorting options on specific categories, make sure these are well optimized so as not to cause a keyword cannibalization. Provide clear information about the preferred version of the page with canonical tags or robots meta tags for search engines.
6. Monitor and Adjust
Be sure to check on website performance, and tweak your content strategy as needed. There may be more instances of keyword cannibalization as your website grows and changes, so this likely will need attention on an ongoing basis.
Conclusion
Keyword cannibalization is a challenge that can greatly affect how a website ranks in search engines and how users perceive it. By grasping the reasons behind it, its effects and ways to spot and address keyword cannibalization website owners and SEO experts can enhance their content and boost their search engine performance. It’s important to note that resolving keyword cannibalization isn't a one time task but rather a continuous effort that demands regular oversight and tweaks. Through emphasizing research merging content and correctly using canonical tags and redirects you can develop an SEO approach that aligns with your broader business objectives.
