Cannibalisation happens when a site publishes multiple pages targeting the same intent for the same query. Google selects one page to rank and the others compete against it, often causing all versions to underperform.
How to detect it
Symptoms include multiple URLs oscillating in the top twenty for the same query, sharp CTR drops without ranking change, and search-console query reports where more than one URL earns impressions for the same term.
Example
A SaaS blog publishes both "best rank tracker" and "top rank tracking tools" — near-identical intent. Google alternates the two in position seven and eight, neither ever breaking into the top three.
How SEM Optimiser reports it
The cannibalisation report groups keywords where multiple URLs from the same domain earn impressions in the same window and suggests consolidation, redirects, or intent differentiation.
Related terms
- Content Gap
A content gap is a keyword or topic for which competitors rank but a target site does not, representing an unaddressed opportunity in the site's content strategy.
- On-page SEO
On-page SEO is the practice of optimising individual web pages so their content and HTML signals match what search engines expect for the queries they target.
- Canonical Tag
A canonical tag is a link element that tells search engines which URL is the preferred version when the same or similar content appears at multiple URLs.
- Content Cluster
A content cluster is a group of interlinked pages that cover a broad topic together, with a central pillar page and multiple supporting pages targeting related sub-topics.