Keyword cannibalization is when several pages of one website compete for the same searches. Google then splits the clicks between them, or keeps switching which one it shows, so none ranks as well as one strong page would.
Open a website, then Cannibalization under SEO workflow.
How it's found
- Search Console: searches with at least 20 impressions in the last 28 days where more than one page gets at least 10% of the impressions.
- Rank tracking: tracked keywords where Google ranked a different page at recent checks.
- Keyword mapping: the same keyword set as the main keyword of more than one page.
- The same page at several addresses (for example with and without a trailing slash) is shown separately.
Conflicts are grouped by the pages involved, because fixes are made on pages.
When it isn't a problem
Overlap isn't always bad. Brand searches (your own name) are left out unless you include them. Pages that look like they serve different intents, such as a guide and a service page, are marked Likely fine. If a conflict is fine, use Not a problem and say why; it moves out of the list.
The main page
Each conflict gets one main page: the page you mapped the keyword to in Keyword mapping, otherwise the one with the most clicks, best position, most backlinks and most visits. The reasons are shown. Use Make this the main page to choose another, or Save as main page in Keyword mapping to record it.
How to fix the other pages
- Merge + 301: when two pages say much the same thing and you don't need both. Move the useful content into the main page, 301-redirect the other URL, update internal links and the sitemap.
- Canonical: for near-duplicates you must keep. Point a canonical tag from every version to the main URL.
- Differentiate: when both pages earn their place. Aim each at its own search through its title, H1, headings and copy, and link to the main page using the keyword.
- Noindex: a last resort for thin pages like tag and archive pages, because it doesn't pass ranking signals.
A homepage is never merged away or noindexed: keep it broad and link from it to the main page. Pages the latest audit found already redirected, canonicalised or noindexed are marked as handled.
Create task turns the plan into a task with every page and its fix.
Preventing it
Keep one main page per keyword in Keyword mapping. Before you write, Content shows the pages that already show up for the target keyword, so you can improve one of those instead of adding a page that competes with it.