When multiple pages on the same site compete for the same keyword, splitting authority and potentially harming rankings.
Keyword cannibalization occurs when multiple pages on your website target the same or substantially similar keywords, causing them to compete against each other in search results. Instead of one strong page ranking highly, search engines struggle to determine which page is most relevant, often resulting in both pages ranking lower than a single, well-optimized page would.
This issue becomes particularly complex in the AI era as search engines better understand semantic relationships and search intent. Google's advanced algorithms can identify when pages serve similar purposes, even if they use different keywords, leading to unintentional cannibalization that traditional keyword-focused analysis might miss.
Why It Matters for AI SEO
AI-powered search algorithms like BERT and MUM evaluate content holistically, considering context, user intent, and semantic meaning rather than just exact keyword matches. This means cannibalization can occur even when pages target seemingly different keywords if they address the same search intent or topic cluster. Modern AI SEO tools can detect cannibalization patterns that weren't visible before. For instance, two pages might target "best CRM software" and "top customer management tools" respectively, but AI analysis reveals they're competing for identical search intent. As search engines become more sophisticated at understanding user queries and content meaning, the traditional approach of simply avoiding exact keyword matches is insufficient.
How It Works
Cannibalization manifests in several ways: identical or similar target keywords across multiple pages, overlapping content themes within the same topic cluster, or pages that satisfy the same user search intent despite different keyword focus. To identify cannibalization, start with tools like Ahrefs or SEMrush to find pages ranking for the same keywords, then analyze whether those pages serve distinct user needs. Google Search Console provides crucial data by showing which pages rank for specific queries over time. If you notice ranking instability or multiple pages flickering in and out of results for the same terms, cannibalization is likely occurring. Screaming Frog can help identify pages with similar titles, meta descriptions, or content themes that might compete unintentionally.
Common Mistakes
Many SEOs assume cannibalization only happens with identical keywords, missing the semantic relationships that AI algorithms detect. Creating separate pages for plural vs. singular forms, slight keyword variations, or different buyer's journey stages often leads to cannibalization if the search intent remains the same. Another mistake is consolidating pages too aggressively—sometimes slight intent differences justify separate pages, and combining them can hurt user experience and rankings for specific query variations.