Content is king. High-quality, relevant content is crucial for achieving high search rankings and driving organic traffic to your website. However, two common SEO issues—keyword cannibalization and duplicate content—can inadvertently undermine your efforts to create and optimize your website’s content.

In this article, we’ll take a closer look at keyword cannibalization and duplicate content, explore their relationship, and provide practical insights on how to address these issues effectively.

Understanding Keyword Cannibalization

What is Keyword Cannibalization?

Keyword cannibalization occurs when multiple pages on your website target the same or very similar keywords. As a result, these pages end up competing against each other for the same search rankings. This can confuse search engines like Google and lead to lower rankings for your pages, as search engines may struggle to determine which page is the most relevant for the targeted keyword.

Example of Keyword Cannibalization:

Let’s say you own a website that sells handmade candles. You decide to create two separate pages: one for “scented candles” and another for “aromatic candles.” Unfortunately, since “scented” and “aromatic” are synonyms, both pages end up targeting similar keywords and competing against each other in search engine results.

The Impact of Keyword Cannibalization

Keyword cannibalization can have several negative effects on your website’s SEO performance, including:

  1. Diluted Link Equity: When multiple pages target the same keywords, backlinks to those pages may be split between them, reducing the overall link equity for each page.
  2. Lower Click-Through Rate (CTR): If multiple pages from your website appear in search results for the same query, users may become confused and less likely to click on any of them.
  3. Inconsistent Rankings: Search engines may have difficulty determining which page is the most relevant, causing inconsistent rankings for your pages.

Understanding Duplicate Content

What is Duplicate Content?

Duplicate content refers to substantial blocks of content that are either identical or very similar across multiple pages on your website or across different websites. Duplicate content can be unintentional, such as technical issues that cause the same content to appear on multiple URLs, or intentional, such as copying and pasting content from one page to another.

Example of Duplicate Content:

Imagine you have an e-commerce website where you sell clothing. You create separate product pages for a blue shirt in small, medium, and large sizes. Each page has the same product description, images, and other content, except for the size information. This creates duplicate content across the product pages.

The Consequences of Duplicate Content

Duplicate content can be detrimental to your website’s SEO for several reasons:

  1. Search Engine Confusion: Just like keyword cannibalization, duplicate content can confuse search engines and make it harder for them to determine which page to rank.
  2. Wasted Crawl Budget: Search engines have a limited crawl budget for each website. Duplicate content can cause search engines to waste crawl budget on redundant pages, leaving less budget for indexing new and unique content.
  3. Loss of Traffic: If search engines consider another website’s version of the content to be more authoritative, your website may lose traffic to that site.

The Relationship Between Keyword Cannibalization and Duplicate Content

While keyword cannibalization and duplicate content are distinct issues, they share similarities and can overlap. Both issues involve multiple pages competing for the same search rankings, leading to confusion for search engines and users alike.

In some cases, keyword cannibalization can result from duplicate content. For example, if you have two pages with identical content targeting the same keyword, this creates both duplicate content and keyword cannibalization issues. On the other hand, keyword cannibalization can occur without duplicate content, such as when two pages with unique content target the same keywords.

Ultimately, both keyword cannibalization and duplicate content can hinder your website’s SEO performance and diminish user experience. It’s essential to identify and resolve both issues to optimize your website and achieve higher search rankings.

Practical Solutions to Tackle Keyword Cannibalization and Duplicate Content

Now that we understand the challenges posed by keyword cannibalization and duplicate content, let’s explore practical solutions to address these issues:

Combining and Consolidating Content

When you have multiple pages targeting the same keyword or containing duplicate content, consider combining and consolidating these pages into one comprehensive, high-quality page. This not only reduces competition between your pages but also enhances user experience by providing all relevant information in one place.


Returning to our example of the website selling handmade candles, you could combine the “scented candles” and “aromatic candles” pages into one comprehensive page that covers both topics. By doing so, you eliminate keyword cannibalization and provide a more informative and valuable resource for your visitors.

Implementing Canonical Tags

If you have pages with similar or duplicate content that serve different purposes (e.g., different variations of a product), you can use canonical tags to indicate to search engines which page is the preferred version. The canonical tag tells search engines that the designated page should be considered the “original” and should receive the SEO benefits, such as link equity.


For the e-commerce website selling clothing, you could add a canonical tag to the product pages for the blue shirt in small, medium, and large sizes, designating one of them as the canonical version. This way, search engines will understand which page to prioritize in search results.

Conducting Keyword Research and Mapping

To prevent keyword cannibalization, conduct thorough keyword research to identify the best keywords to target for each page on your website. Create a keyword map that assigns unique, relevant keywords to each page, ensuring that no two pages target the same keywords. This strategy helps you optimize each page effectively and prevents confusion for search engines.

Using 301 Redirects

If you’ve removed or merged pages on your website, use 301 redirects to guide users and search engines to the new or updated page. A 301 redirect tells search engines that a page has permanently moved to a new location, and it transfers link equity to the new page. This practice ensures a seamless user experience and preserves your SEO efforts.

Final Thoughts

As you address keyword cannibalization and duplicate content, keep in mind the principles of Experience, Expertise, Authority, and Trust (E-E-A-T). High-quality content that demonstrates expertise, offers valuable information, and establishes your website as an authoritative source can enhance user experience and boost your search rankings.

By proactively addressing keyword cannibalization and duplicate content, you can create a well-optimized website that serves both your users and search engines effectively. Through thoughtful content creation and strategic SEO practices, your website can thrive and reach its full potential in the digital landscape.