Imagine you’re a parent with multiple kids vying for your attention.

They’re all shouting, “Pick me! Pick me!”

Google faces a similar dilemma when several of your website’s pages are optimized for the same keyword.

This tug-of-war is called keyword cannibalization.

So, what’s the big deal?

  • Splitting Your Votes: Think of it as a popularity contest. Instead of one page getting all the love from Google and ranking high, your authority is divided among multiple contenders. This makes it harder for any single page to hit the top spot.
  • Confusing Google (and Users): When multiple pages cover the same topic, Google gets a little puzzled. It’s like trying to pick the best apple from a bunch where they all look the same. This can lead to Google ranking the wrong page, or constantly shuffling the order, causing your rankings to bounce around like a rubber ball.
  • Click-Through Confusion: Even if users find your site, having several similar-sounding options might make them hesitate. They might click on the wrong page or leave altogether, frustrated by the lack of clarity.

The Bottom Line: Keyword cannibalization is like a leaky boat. It drains your potential traffic, rankings, and ultimately, your website’s performance.

Think you might have a cannibalization problem? Don’t worry, the next sections will walk you through the best tools to diagnose and fix this issue, so your website can sail smoothly to the top of the search results.

Best Tools to Spot and Squash Keyword Cannibalization

Let’s face it, hunting down cannibalizing keywords can be as fun as searching for a needle in a haystack. Luckily, we’ve got some tools that act like magnets, pulling those needles right to the surface.

1. Google Search Console (GSC) – The Free Starting Point

Google Search Console is a free tool that acts as your direct line to Google’s understanding of your website. Think of it as a compass, guiding you through the vast landscape of search engine optimization.

How it Works:

  1. Performance Report: Head to this report to see how your pages are performing in search results. You can either stay in GSC or export the entire report into Google Sheet use =countif($A$2:$A$15,A2)>1 to find duplicate to make it easy for you. Whether you have a lot of pages and keywords you will need to follow our guide on how to find cannibalization.
  2. Filter by Clicks or Impressions: Choose your preferred metric and examine the top queries.
  3. Identify Cannibalization: If you see multiple pages ranking for the same query, that’s a potential red flag. You might want to investigate further in the SERPs, especially if you have two pages ranking on Page 2.

Pro Tip: Don’t forget to check the “Crawled – currently not indexed” section under the “Coverage” report. It might reveal pages with similar topics that could be contributing to cannibalization.

The Upsides:

  • Free: It won’t cost you a penny.
  • Direct from Google: The data comes straight from the source, ensuring accuracy.
  • Additional Insights: Beyond cannibalization, GSC offers valuable information on indexing, mobile usability, and more.

The Downsides:

  • Manual Analysis: You’ll need to dig through the data yourself, which can be time-consuming.
  • Limited Query Data: GSC doesn’t show all the queries your site ranks for, so some cannibalization issues might go unnoticed.

2. Google Search Operators – The Quick Cannibalization Spot-Check

Google search operators are like secret handshakes with the Google algorithm. They let you peek behind the curtain and see exactly what Google is showing users for specific queries.

How it Works:

Type site:[yourdomain] "your keyword" into the Google search bar. This will reveal all the pages on your site that Google considers relevant to that keyword. Look closely at the titles of those pages. If you see a bunch with very similar titles or topics, bingo! You’ve likely found some cannibalization culprits.

For Example:

Let’s say you search for site:yourdomain.com "chocolate cake recipe" and see several pages titled “Easy Chocolate Cake Recipe,” “Best Chocolate Cake Recipe,” and “Simple Chocolate Cake Recipe.” That’s a pretty good sign those pages are fighting for attention.

The Upsides:

  • It’s free!
  • It’s a tool that many SEO pros already use regularly.

The Downsides:

  • It still involves manual work. You’ll need to go through the results and determine which pages are truly competing.

3. Linkilo – Your Specialized Cannibalization Buster

Linkilo is a specialized tool designed to tackle both keyword and link cannibalization. Think of it as a detective with a keen eye for spotting duplicate content issues and tangled link structures.

How it Works:

Keyword Cannibalization:

  1. Integrate Linkilo with Google Search Console.
  2. Let Linkilo analyze your GSC data to identify keywords that are being targeted by multiple pages on your site.
  3. Review the report, which highlights the most impacted keywords and the URLs competing for them.

Link Cannibalization:

  1. Allow Linkilo to crawl your website.
  2. The tool will identify instances where the same anchor text is used to link to different URLs.
  3. Review the report to see which anchor texts are causing link cannibalization and the URLs they’re linking to.

The Upsides:

  • Two-in-one: Linkilo addresses both keyword and link cannibalization, streamlining your SEO efforts.
  • Prioritizes Impact: The reports highlight the most impactful keywords and anchor texts, helping you focus your optimization efforts.
  • Actionable Insights: The tool provides clear information on which URLs and anchor texts need to be adjusted.
  • Data-Driven Decisions: Linkilo leverages GSC data to inform your decisions for keyword cannibalization.

The Downsides:

  • Paid Tool: Linkilo is a subscription-based service, but it offers a free trial to test the waters.
  • Specialized Focus: While it excels at cannibalization, it might not offer the full range of SEO features found in other platforms like Ahrefs or SEMrush.

4. Screaming Frog – Your Deep-Dive Website Audit Companion

Screaming Frog is a powerful SEO tool that crawls your website, analyzing it from head to toe. It’s like giving your website a thorough medical exam, revealing any underlying issues that might be causing it to underperform.

How it Works:

  1. Crawl your website using Screaming Frog.
  2. Click on the “H1” tab and export the report.
  3. Examine the H1 tags (main headers) of your pages. If you see multiple pages with similar H1s, that’s a potential sign of keyword cannibalization.

The Upsides:

  • It’s a versatile tool used by many SEO professionals for various tasks.
  • It quickly identifies all the H1 tags on your site, making it easier to spot potential issues.

The Downsides:

  • The free version is limited to crawling 500 URLs.
  • The analysis still requires manual effort to determine if similar H1s indicate cannibalization.

5. Sitebulb – Your Visual Website Auditor (with a Free Trial)

Sitebulb is another comprehensive website crawler that can help you uncover keyword cannibalization. It’s like a detective, meticulously combing through your website to find clues about potential problems.

How it Works:

  1. Run a Sitebulb crawl on your website.
  2. Navigate to “URL Explorer” and examine the metadata, particularly the page titles.
  3. Look for very similar page titles, as this could indicate cannibalization.

The Upsides:

  • It’s a familiar tool for many SEO professionals.
  • It provides a quick overview of all the page titles on your site.

The Downsides:

  • There is no free plan available.
  • Manual analysis is still required to determine if similar page titles are problematic.

6. Ahrefs – The Data-Driven SEO Powerhouse

Ahrefs is renowned for its vast keyword database and comprehensive SEO features. It’s like having a supercomputer at your disposal, crunching massive amounts of data to give you valuable insights.

How it Works:

  1. Head to the “Organic Keywords” report in your Ahrefs dashboard.
  2. Export the report to a spreadsheet.
  3. Filter and identify instances where multiple URLs are ranking for the same keyword.

The Upsides:

  • It boasts one of the largest keyword indexes in the SEO industry.
  • The report makes it easy to spot cannibalization issues.

The Downsides:

  • It comes with a hefty price tag.

7. SEMrush – The All-in-One SEO Toolkit

SEMrush is another comprehensive SEO platform with a wide array of features. It’s like a multi-tool for your SEO needs, offering everything from keyword research to competitor analysis.

How it Works:

  1. Go to “Position Tracking” under the “Keyword Research” section in your SEMrush dashboard.
  2. Click on your project and then click “Cannibalization.”
  3. Examine the keywords each URL ranks for and identify any overlaps.

The Upsides:

  • It’s a user-friendly platform with a wide range of features.
  • It allows you to manage multiple projects in one place.

The Downsides:

  • It’s a relatively expensive tool.
  • Some users find the data to be less accurate compared to Ahrefs.

How to Choose the Right Cannibalization Tool

With so many options available, selecting the perfect tool for identifying and fixing keyword cannibalization can feel overwhelming. Here’s a simplified guide to help you make an informed decision:

Free vs. Paid:

  • If you’re on a budget or just starting, Google Search Console and Google Search Operators are excellent free options.
  • If you’re willing to invest in a paid tool, Ahrefs, SEMrush, and Linkilo offer more advanced features and deeper insights.

Technical Expertise:

  • If you’re comfortable with data analysis and manual work, Google Search Console, Google Search Operators, Screaming Frog, and Sitebulb are suitable options.
  • If you prefer a more streamlined and automated approach, Ahrefs, SEMrush, and Linkilo might be a better fit.

Specific Needs:

  • If you want a tool that focuses specifically on keyword and link cannibalization, Linkilo is your best bet.
  • If you need a comprehensive SEO toolkit with a wide range of features, Ahrefs or SEMrush might be the way to go.
  • If you want a tool that provides visual insights into your website’s structure and internal linking, Sitebulb is a good option.

Size and Complexity of Your Website:

  • If you have a small website with fewer than 500 pages, Screaming Frog’s free version might be sufficient.
  • If you have a large or complex website, consider Ahrefs, SEMrush, or Sitebulb, which can handle larger crawls and offer more in-depth analysis.

Conclusion

Keyword cannibalization can harm your SEO efforts. To combat it:

  1. Choose a tool that fits your needs and budget:
    • Free: Google Search Console
    • Paid options: Linkilo, Screaming Frog, Sitebulb, Ahrefs, SEMrush
  2. Regularly monitor your site for cannibalization issues
  3. Address problems promptly to maintain SEO effectiveness

Remember: The best tool is one you’ll use consistently. Pick what works for your workflow and budget to keep your site’s SEO healthy.