When multiple pages on the same site compete for the same search queries, diluting ranking signals across pages.
Cannibalization occurs when multiple pages on your website target the same keywords or search intent, causing them to compete against each other in search results. This internal competition dilutes ranking signals across pages, often resulting in lower rankings than if you had consolidated that content into a single, comprehensive resource.
The problem manifests when search engines struggle to determine which page is most relevant for a query. Instead of one page ranking highly, multiple pages may rank poorly, or pages may fluctuate in rankings as search engines alternate between your competing URLs. This fragmentation of authority prevents any single page from reaching its full ranking potential.
Why It Matters for AI SEO
AI-powered search algorithms have become increasingly sophisticated at understanding content relationships and topical authority. Modern systems like BERT and RankBrain evaluate content holistically, making cannibalization more problematic than ever. When you split related content across multiple pages, you dilute the topical signals that AI systems use to assess expertise and authority. AI content tools have inadvertently worsened cannibalization issues. Teams using tools like Jasper, Copy.ai, or ChatGPT often generate multiple pieces targeting similar keywords without strategic oversight. The ease of content creation means more pages competing for the same search real estate, requiring deliberate content consolidation strategies.
How It Works
Cannibalization typically occurs through keyword overlap, where multiple pages target variations of the same primary keyword, or intent overlap, where pages serve the same user need despite different keywords. Common scenarios include product pages competing with category pages, blog posts targeting similar long-tail variations, or location pages with overlapping geographic coverage. To identify cannibalization, use Ahrefs or SEMrush to analyze which of your pages rank for the same keywords. Google Search Console's Performance report reveals when multiple URLs receive impressions for identical queries. Tools like Screaming Frog can crawl your site to identify pages with similar title tags or content themes that might compete. Resolution involves content consolidation—merging competing pages into comprehensive resources—or clear differentiation through distinct search intents. Implement strategic internal linking to signal page hierarchy, and use canonical tags when similar content serves different purposes but targets the same keywords.
Common Mistakes
The biggest mistake is assuming more pages always equal more traffic. Many sites create separate pages for minor keyword variations like "best running shoes" and "top running shoes," when one comprehensive guide would perform better. Another common error is ignoring search intent—creating both informational and commercial pages for the same topic without clear differentiation in the search journey.