Understanding Keyword and Topic Cannibalisation in SEO: How to Identify and Resolve Content Overlaps

So, the other day I was chatting with , Mark,  and a fellow SEO and also a customer of Keywords People Use, using it on his sites and some of his clients’. We were going through how our new Google Search Console integration works, and the conversation steered towards keyword cannibalisation. It got me thinking about how topic cannibalisation ties into keyword cannibalisation, and I thought I’d share some thoughts on it.

Back when I owned broadband.co.uk (before we sold it), our main keyword was, unsurprisingly, “broadband”. We targeted all sorts of things around that term. The site’s main topic was broadband, so we’d naturally use that keyword on pretty much every single page. Honestly, I can’t recall a page that didn’t mention “broadband” somewhere. So if you were to look at it purely from a keyword perspective, you’d think we were cannibalising the term all over the place.

Mark asked me, “How do we solve this problem? Aren’t we cannibalising the keyword by using it on multiple pages?” And that’s where the distinction between keyword cannibalisation and topic cannibalisation comes into play.

You see, Google’s not daft. It uses a bit of common sense. Any site centred around a particular topic is going to mention that topic across numerous pages. Keywords related to that topic will naturally pop up repeatedly. So, using the same keywords on multiple pages doesn’t necessarily mean you’ve got a cannibalisation issue.

The real issue arises when you’ve got two pages targeting the exact same topic with the same intent. That’s when you’re stepping on your own toes. It’s not just about the keywords; it’s about the intent and the subject matter of the pages.

Take broadband.co.uk again. We had subtopics like home broadband and mobile broadband. Within those, we’d have pages like “Home Broadband for Gamers” and “Home Broadband for Students”. Both pages would mention “home broadband” plenty of times, but each had a unique angle.

For the gamers, we’d focus on things like high speeds and low latency—stuff that’s crucial for an optimal gaming experience. We’d highlight providers offering the best services for online gaming, maybe even special deals tailored for gamers. On the other hand, the page for students would delve into issues like short-term contracts (since students might only need nine-month deals), budget-friendly options, and how to handle heavy downloads in shared accommodations.

Even though both pages fall under the “home broadband” umbrella and share some keywords, they’re not cannibalising each other because they’re addressing different subtopics and user intents. Google’s smart enough to recognise the distinct value each page offers.

Now, if you’ve got two pages that are about precisely the same thing—or have significant overlap in content and intent—that’s when you might run into trouble. In such cases, Google might struggle to decide which page to rank, and you could end up hurting your own SEO efforts.

So, what do you do if you find you’ve got a cannibalisation issue?

First off, you’ll want to identify where the problem lies. Using tools like our Google Search Console integration can help you see which pages are ranking for the same queries. If you’ve got multiple pages vying for the same keywords with the same intent, it’s time to take action.

Often, the best course is to consolidate those pages. Pick the one that’s performing the best—maybe it’s got the most backlinks or the highest engagement—and merge the content from the other pages into it. Make sure this consolidated page thoroughly covers the topic. Then, set up 301 redirects from the old pages to the new, ensuring any link equity is preserved.

Sometimes, you might decide to create an entirely new page that better serves the topic and redirects all the old pages to it. It all depends on what’s most logical and beneficial for your site’s structure and your users.

But don’t get too hung up on minor overlaps. A bit of keyword crossover is natural, especially with closely related topics. The key is ensuring each page serves a unique purpose and meets a specific user need.

Internal linking also plays a significant role here. Properly linking between your pages helps establish a clear hierarchy and passes context between them. Make sure your subtopic pages link back to their parent topic pages using relevant anchor text. This not only aids user navigation but also helps search engines understand the structure of your site.

In some cases, especially if you’re already ranking well and getting the traffic you desire, a little cannibalisation might not be the end of the world. It’s about weighing up the pros and cons and making informed decisions based on your site’s performance data.

At the end of the day, think about your content from the user’s perspective. Are you providing unique value on each page? Are you answering the specific questions your audience has? If so, you’re on the right track.

If you’ve got any thoughts or questions on this, feel free to get in touch. Always happy to chat about SEO quirks and strategies.