The short answer
Keyword cannibalisation is when two or more of your pages compete for the same search, so neither ranks well. To find it, open Search Console → Performance, filter one query, and check the Pages tab: if several URLs get impressions and swap positions, they compete. Fix it by merging the weaker page into the stronger one with a 301 redirect, rewriting one page to target a different intent, or pointing internal links to the page you want to win.
Before you start
By the end of this SOP
Each important keyword has one clear page, with merged or re-targeted competitors and updated internal links.
- Time
- 30–60 minutes
- You’ll need
- Search Console with a few months of data (SOP 206) and editing access to the site.
- Who does this
- The SEO or content person.
About this SOP: why it matters, where and when
Why it matters: Competing pages split clicks and links, and rankings bounce between them. One strong page usually beats two weak ones.
Where: Google Search Console → Performance, and your CMS.
When: When rankings for a key query swing up and down, after publishing many similar blog posts, and in quarterly SEO reviews.
Stage 1
Spot the competing pages
- 1
In Search Console, open Performance → Search results, last 3 months.
- 2
Click + New → Query → Queries containing, and enter an important keyword, for example “digital marketing course kochi”.
- 3
Open the Pages tab. If two or more of your URLs get meaningful impressions for that query, note them.
- 4
Confirm it is a problem: compare dates in the chart. Positions that jump as Google swaps pages are a strong sign.
Note
Two pages ranking 1 and 2 for the same query is not a problem. Cannibalisation is when they push each other down.
Stage 2
Choose the fix
- 1
Merge: the pages cover the same thing. Move the best content into the stronger page (more clicks, links, conversions) and 301 redirect the weaker one (SOP 316).
- 2
Differentiate: the pages could serve different intents (for example “course fees” vs “course syllabus”). Rewrite titles, H1s and content so each clearly targets its own intent.
- 3
Re-link: both must stay, but one should win. Point internal links with the keyword to the winner, and link the other page to it.
- 4
Use a canonical only if the pages are near-duplicates and both must stay live.
Stage 3
Make the change and check
- 1
Make the change, update internal links and the sitemap, and request indexing for the winning page.
- 2
Log the date and what you did.
- 3
After 4–6 weeks, filter the same query in Search Console. One page should now hold most impressions, with a steadier position.
Practice & check
Now do it for real
Reading is not doing. Open your own account and complete this task before you move on.
Practice task (5 min)
Pick three important queries for a site you manage, check how many pages rank for each in Search Console, and write the fix for any that compete.
Prove it
Two questions. Get both right and this SOP is done.
Common questions
Is keyword cannibalisation always bad?
No. If two pages rank well together or serve different intents, leave them. It’s a problem when they split clicks and push each other down.
Should I delete one of the pages?
Usually merge and redirect instead of deleting, so you keep its links and any visitors. Delete only pages with no value, links or traffic.
How do I prevent cannibalisation?
Keep a simple keyword map: one primary keyword per URL. Check it before writing any new page.
Done. That’s a real skill, not a certificate.
Next: SOP 321 — Run a Monthly SEO Review and Write the Client Report →
Want to do this on real client budgets, with a mentor checking your work? That’s Level 2 at Unlearn. See the Digital Marketing track