Key takeaways
- Cannibalization happens when several URLs of the same site rank alternately for one query.
- The typical symptom is an unstable position that swings for no clear reason, with different URLs on different days.
- The solution is almost always consolidation, rarely optimizing the two pages separately.
Definition
Cannibalization is the situation where several pages of the same site compete for one query, diluting their ranking potential.
Worked example
A query at 1,900 monthly impressions shows an average position of 12.4. Segmenting by URL, two pages appear: one at position 9 on 60% of impressions, the other at position 17 on 40%. Merged into a single redirected page, they reach position 6.
The most common mistakes
- Optimizing both pages separately. This makes the problem worse instead of solving it.
- Confusing cannibalization with topical closeness. Two pages on distinct angles of one subject don't necessarily cannibalize each other.
- Deleting a page without a redirect. You lose its history and its inbound links.
Where to find the metric
In Search Console, the Performance report: filter on a query, then open the Pages tab. Several URLs with impressions on the same query signal the conflict.
Frequently asked questions
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