Keyword Cannibalisation
In the realm of digital marketing, particularly in the UK’s ultra-competitive SEO landscape, the concept of keyword cannibalisation has emerged as a crucial factor influencing search engine optimisation strategies. This phenomenon, while often overlooked by some companies, can be a significant hurdle in maximising a website’s search engine visibility and effectiveness.
What is “Keyword Cannibalisation”?
Keyword cannibalisation occurs when multiple webpages on a single domain inadvertently compete against each other in search engine rankings by targeting identical or very similar keywords.
So, lets say you sell legal advice and you run a solicitors practice. Let’s say you specialise in offering employment law advice- well, you might have say 5 main pages, which explain that you specialise in offering this service, but how well Google know which is the page to rank for “employment solicitors” as they might all be similar.
This internal competition can dilute the effectiveness of your organic SEO efforts, leading to a fragmented strategy that hinders rather than helps your online presence.
How keyword cannibalisation can impact your company’s organic SEO and visitor numbers.
The consequences of keyword cannibalisation are not to be underestimated. Websites suffering from this issue often experience a noticeable decline in organic traffic- as the main pages on your company website may well be competing with each other.
For instance, a study by Moz indicated that addressing keyword cannibalisation can lead to a 9% increase in organic traffic (Source: Moz) This loss of traffic directly correlates to a decrease in potential revenue and leads, making it a critical concern for marketers.
Which SEO tools can we use to spot possible keyword cannibalisation issues?
Identifying keyword cannibalisation requires a keen eye for detail and a deep understanding of your website’s content marketing.
A good highly experienced SEO consultant should be able to spot the problem relatively quickly. However there are tools you can use like Google Analytics and SEMrush offer insights into keyword rankings and can help pinpoint where cannibalisation might be occurring.
In the UK market, where the level of SEO competition is intense, regular audits of keyword performance are essential to stay ahead.
How to address keyword cannibalisation issues
Addressing keyword cannibalisation involves a careful balance of content consolidation, strategic redirection, and keyword diversification. However, every company website is different, so you do need to obtain tailored marketing advice on this. The goal is to create a coherent content strategy that aligns with user intent while avoiding internal competition. Implementing a hub-and-spoke model, where a main ‘hub’ page links to various ‘spoke’ pages targeting related but distinct keywords, is a proven method to combat this issue.
In many cases, addressing keyword cannibalisation isn’t just about fixing a problem; it’s about uncovering opportunities for growth. Consolidating content marketing and refining your keyword strategy can lead to stronger, more focused pages (more in-depth higher word count content marketing) that perform better in search rankings. This proactive approach can transform a potential weakness into a competitive advantage.
Preventing future instances of keyword cannibalisation demands ongoing work from an SEO consultant, and a dynamic approach to content strategy- meaning rather than just keep adding new work, you address problems older pages / blog posts. For example, its worth going through each page to see if it can be improved. This includes regular reviews of keyword performance, staying updated with SEO best practices, (white hat)and adapting to the ever-changing landscape of search engine algorithms. Embracing this proactive mindset ensures that your SEO efforts are both effective and resilient.
In conclusion, keyword cannibalisation is more than just an SEO challenge; it’s a critical aspect of a holistic digital marketing strategy. By understanding its impact, identifying its presence, and implementing strategic solutions, UK marketers can turn this challenge into an opportunity for growth and enhanced online visibility.
For example, rather than having three pages all competing with each other, one page can emerge as the main page, and be improved so its SEO is improved. This page may then rank higher in Google’s SERPs.
