What is keyword cannibalization and how can I fix it?
On-Page SEO
Keyword cannibalization occurs when multiple URLs on your site target the same intent/term, splitting signals and confusing search engines about which to rank. Symptoms include fluctuating rankings where different pages swap positions for the same query.
Fix it with this playbook:
1) Audit: export top queries and landing pages from GSC; group by query to find multiple URLs ranking for the same term.
2) Decide the “lead” URL based on content quality, links, and conversions.
3) Consolidate near‑duplicates into the lead page; 301 redirect merged URLs.
4) If pages serve distinct intents (e.g., informational vs transactional), retarget titles/H1s and on‑page copy accordingly.
5) Add rel=“canonical” only when duplicates must coexist (e.g., print pages).
6) Rebuild internal links to point at the lead page.
Example:
Merge “best CRMs” listicles across years into a single evergreen guide with a changelog.
Further reading: