Content cannibalization – what is it & how to avoid it?

What is content cannibalization?

What hides behind the phenomenon of content cannibalization, with such a disturbing name? Content cannibalization occurs when more than one subpage of the site is optimized for one keyword. It also occurs when the content on at least two subpages is similar. In the worst case, content duplication occurs - then on at least two subpages the content is identical.

What are the dangers of content cannibalization? If several subpages are very similar, once we enter a query into the search engine, we will receive page X as an answer, and another time page Y. The search engine will not be sure which result better meets the user's needs. If none of the pages are unique, then the entire domain loses its image in the eyes of the search engine.

Content cannibalization is a common problem in website positioning. Cannibalization most often affects websites with a narrow thematic specialization, as well as online stores. Let's assume that we deal with sports shoes. We have an online store and a thematic blog. Our keyword is "sports shoes". If we use it on all pages (categories in the store and advisory entries), we will make a big mistake. Our site may end up far in Google's search results. The results themselves may lead to the store one time and to the blog another time. Why?

Key causes of content cannibalization

We can identify several key causes of content cannibalization within a website. These primarily include:

Keyword cannibalization. This occurs when multiple pages on a website are optimized for the same or very similar keywords. This can confuse search engines and lead to lower rankings.

Duplicate content. Having nearly identical or duplicate content across multiple pages on a website can also lead to cannibalization. Search engines may struggle to determine which page is the most relevant for a given search query.

Duplicate meta tags. Using the same meta titles and meta descriptions for multiple pages can confuse search engines and lead to lower rankings.

Inconsistent internal linking. When multiple pages link to the same page using the same anchor text, it can signal to search engines that these pages are about the same topic, even if they are not.

Incorrect or missing 301 redirects. If pages are redirected incorrectly or not redirected at all, it can create duplicate content issues and confuse search engines.

A well-structured website is crucial for search engine optimization. Using unique content and diverse keywords can prevent content cannibalization. However, how can we determine if our website is currently suffering from content cannibalization?

How to verify content cannibalization on your website?

Below are a few tools that can help you verify cannibalization within your website:

1. Google Search Console: This is a free tool from Google. Go to the "Performance" tab and switch to "Pages". Here, you can check which subpages are ranking for keywords that are important to you. Knowing which pages are ranking for specific keywords, you can proceed to verify the content within them.
2. Senuto: This is a user-friendly tool that has a "Cannibalization" option in the "Visibility Analysis" tab. Enter the domain address and you will receive a report containing URLs and keywords for the pages affected by cannibalization.
3. Screaming Frog: As with Senuto, enter the address of the domain you are interested in. You will then receive a report with duplicate elements. These include duplicate content, meta data, and headings.
4. Semstorm: This tool has a feature similar to Senuto, allowing you to generate a report. A thorough analysis of this report will allow you to locate and remove content cannibalization.

If it turns out that content cannibalization is indeed occurring on our website, it must be fixed as soon as possible. Prolonged cannibalization results in a loss of search engine rankings and decreased website traffic.

How to get rid of content cannibalization?

As mentioned, content cannibalization is undesirable, but it can be effectively combated. What steps should be taken?

Content verification: This includes updating content based on the latest events or trends, removing duplicate content, and diversifying content. If several pages cover a similar topic, it's worth focusing on writing about different aspects on separate subpages.

Repairing internal linking: Verify anchors leading to the page (one anchor leads to one subpage).

Avoid creating too many subpages: If different variants of a product or issue have separate URLs but the same keyword, it's best to consolidate.

Use the rel canonical tag: This can be used to mark a page in its HTML code. It provides a hint to the search engine about which page is a better match for a given keyword.

Repair metadata: Ensure it's unique for each subpage.

After each corrective action, remember to reindex your website. You can do this using Google Search Console, for example.

When creating new content for your website, keep in mind the causes of content cannibalization. You should provide unique and valuable content for users, and use tags and keywords appropriately. Updating pages with the latest information is essential.

➡️ Read also: Evergreen content - what is it and how to create it?