Introduction
In the world of natural referencing, the SEO cannibalization is a phenomenon feared by many webmasters and digital marketers. This problem, which is often overlooked, can have important consequences on the visibility of your website in search engines.
In this article, we explain to you in detail what SEO cannibalization is, How to identify it, What are its impacts on your referencing, and above all, How to avoid and solve it.
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SEO cannibalization occurs when several pages on a site compete for the same keyword, harmful to SEO by confusing search engines.
To avoid it, adopt a content strategy consistent and optimized site structure. Use tools like Semrush or Google Search Console to detect it. Resolve it by consolidating content, using canonical tags or redirections.
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What is cannibalization in SEO?
SEO cannibalization is a phenomenon that occurs when multiple pages on the same website target the same keyword or search intent. In other words, your site is competing with itself in search results.
This problem may seem trivial at first, but it can have a significant impact on your online visibility.
Imagine for a moment that you run an online bookstore. You've created a page dedicated to the “best sci-fi books,” but you also have several blog posts that discuss the same subject.
When an Internet user searches for”best science fiction books“, Google is facing a dilemma: Which page of your site should be displayed first?
This confusion can lead to a dilution of the authority of your pages and, ultimately, to a decrease in your positioning in search results.
It is important to understand that the SEO cannibalization is not always easy to detect. It can occur in subtle ways, especially when different pages target slight variations of the same keyword.
For example: “running shoes” and “running shoes” can be considered cannibalistic keywords if two separate pages target them.
How to avoid cannibalization in SEO?
To avoid SEO cannibalization, it is crucial to put in place a well-thought-out content strategy and a consistent site structure. Here are the main causes of cannibalization and how to avoid them:
- Similar or duplicated content : It is one of the most common causes of cannibalization. To avoid it, make sure that each page on your site has a unique purpose and original content. Instead of creating multiple pages on the same subject, focus on creating a comprehensive and high-quality page.
- Poor organization of categories and tags : A confusing site structure can lead to cannibalization. Be sure to organize your categories logically and use unique title and H1 tags for each page. For example, if you have a clothing e-commerce site, avoid having a “Summer Dresses” category and another “Light Dresses” category that could be cannibalized.
- Excessive use of similar keywords : Diversify your target keywords for each page. Instead of creating multiple pages that target slight variations of the same keyword, focus on one main page and use the other variations in the content on that page.
To put these recommendations into practice, it is essential to plan your content in advance. Create a content map that clearly defines the topic and target keywords for each page on your site. This will help you avoid overlaps and maintain a consistent site structure.
What is the impact on its referencing?
SEO cannibalization can have significant negative consequences on your natural referencing. Here are the main impacts to consider:
- Search engine confusion : When multiple pages on your site target the same keyword, Google and other search engines struggle to determine which page is the most relevant. This confusion can lead to an unstable positioning in search results.
- Devaluation of pages : Cannibalization can dilute the authority of your pages. Instead of having a strong and well-positioned page, you end up with several low-ranking pages.
- Decrease in site authority : In the long run, cannibalization can affect the overall authority of your site. Search engines may perceive your site as less relevant or less well-organized.
- Decrease in conversions : If visitors land on a page that is less relevant or less optimized for conversion, this can negatively impact your conversion rate.
- Decrease in the reputation of the site : A website affected by cannibalization may appear less professional or less reliable in the eyes of visitors, which can damage your brand image.
How can cannibalization be detected?
Detecting SEO cannibalization is a crucial step in maintaining the health of your website. Fortunately, there are several methods and tools to identify this problem:
Using the Google “site:” command:
This simple method consists of typing “site:yoursite.com + targeted keyword” into Google. If multiple pages on your site appear for the same keyword, this is a potential sign of cannibalization.
Analysis via Google Search Console:
This free tool from Google allows you to see what keywords your pages are ranking for. Consult the “Performance” section, then “Queries” to identify the keywords for which several of your pages rank.
Discover How to use Google Search Console effectively.
Specialized SEO tools:
Platforms like Semrush, Ahrefs, or True Ranker offer advanced features to detect cannibalization. These tools can show you the positioning fluctuations for a given keyword, which may indicate a cannibalization problem.
Manual analysis of your content:
Although more time-consuming, regularly reviewing your content can help you identify thematic overlaps that could lead to cannibalization.
It is recommended to combine these different methods for comprehensive detection. For example, you could start with an analysis in Google Search Console, then go deeper with a tool like Semrush for suspicious keywords, and finally manually check the relevant pages.
How do you solve SEO cannibalization problems?
Once SEO cannibalization has been detected, it is crucial to act quickly to fix the problem. Here are the main strategies to consider:
- Content Merging and Consolidation : If you have multiple pages dealing with the same topic, consider merging them into a single, more comprehensive and in-depth page. This approach makes it possible to focus SEO authority on a single URL, thus increasing its chances of ranking well.
- Using the canonical tag : In some cases, you may want to keep several similar pages (for example, for reasons of navigation or user experience). The use of the canonical tag makes it possible to indicate to search engines which is the “main” page to index, thus avoiding cannibalization.
- Reorganization and improvement of the structure of the site : A revision of the architecture of your site may be necessary. Make sure your structure is logical and that each page has a clear and distinct purpose.
- Optimizing internal links : Review your internal linking strategy to direct “link juice” to the pages you want to see positioned for specific keywords.
- Using 301 redirects : If you decide to delete a cannibal page, be sure to redirect it to the page you want to keep using a 301 redirect. This allows SEO authority to be transferred from the old page to the new one.
- Rewriting and differentiating content : In some cases, it may be a good idea to rewrite the content of cannibal pages to further differentiate them and target slightly different keywords or search intentions.
It's important to note that resolving SEO cannibalization is often an iterative process. After implementing these changes, carefully monitor your rankings and organic traffic to assess the effectiveness of your actions and adjust your strategy if necessary.
In conclusion
SEO cannibalization is a complex but surmountable challenge in the world of SEO. By understanding its causes, impacts and methods for detecting and resolving it, you can significantly improve the SEO performance of your website.
Remember that the key lies in a well thought-out content strategy, a consistent site structure, and a wise use of keywords.
