What does cannibalization in SEO describe?
In short, cannibalization in search engine optimization describes the situation where two URLs of the same domain rank for the same keyword. Thus, the ranking of one URL ‘cannibalizes’ the ranking of the other. This is also referred to as keyword cannibalization.
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 one wants to outpace. This is especially true because one aims for the highest traffic positions for their rankings (see also click probability).
However, if one is essentially competing with oneself for top positions, that is not optimal. One is essentially competing against oneself. And the unpleasant side effect is that the search engine will often 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-optimizing one and optimizing the other page
- Canonicalization 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 most content-rich but editorially most demanding option)
Of course, there are further approaches and options if these options do not seem sensible for one’s case. The fact is that cannibalization harms the success of search engine optimization. Therefore, one’s own domain should be examined for such phenomena and optimized if necessary.
Cannibalization 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 strong attention in this regard. It should be sufficient to engage in a ‘ranking battle’ with competitors; one should not place obstacles (or cannibals) in one’s own way.
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