What does cannibalisation describe in SEO?
In short, cannibalisation in search engine optimisation (SEO) describes the situation where two URLs of the same domain rank for the same keyword. Thus, the ranking of one URL ‘cannibalises’ the ranking of the other. This is also referred to as keyword cannibalisation.
It is clear that in SEO, there is a ‘battle’ for rankings. If a domain is not ranking at number 1 for a keyword, there is always competition that you want to push aside. Not least because you want your rankings to reach the positions with the most traffic (see also click probability).
However, if you are, so to speak, competing with yourself for top positions, that is not optimal. In effect, you become your own competitor. And the unpleasant side effect is that in most cases the search engine will then classify both URLs as less relevant. The goal must be to decide which of the two pages ‘deserves’ the ranking and then act accordingly.
The following options are available (without examining the context in more detail):
- De-optimising one and optimising the other page
- Canonicalisation of one URL to the other
- De-indexing one of the two URLs
- Changing the text on the page that should not retain this ranking (certainly the best option in terms of content, but the most demanding editorially)
Of course, there are further approaches and options if these do not seem sensible for your own case. The fact is that cannibalisation harms search engine optimisation success. You should therefore examine your own domain for such phenomena and optimise it if necessary.
Cannibalisation can be particularly problematic in the area of top keywords. Keywords for which search volume and competition are low are certainly not as critical, but highly contested keywords deserve very close attention in this regard. A ‘ranking battle’ with your competitors should be enough; there is no need to put obstacles (or cannibals) in your own way.
Do you want to uncover and fix keyword cannibalisation on your website and need support? Then take a look at our SEO services or contact us! Do you want to learn more or have your team trained on this topic? Then check out our SEO seminars.
