Finding and fixing keyword cannibalisation

Finding and Fixing Keyword Cannibalisation

Keyword cannibalisation occurs when multiple pages on a website target the same keyword, causing them to compete against each other for the same search engine rankings. This can lead to lower visibility and less traffic, as search engines may struggle to determine which page is the most relevant for a particular keyword. Here’s how to find and fix keyword cannibalisation on your website.

Step 1: Identify Common Keywords

The first step is to identify the keywords that are causing cannibalisation. Use a tool like Google Search Console, SEMrush, or Ahrefs to find the keywords that your website is ranking for. These tools provide insights into the performance of your pages, including the keywords that are driving traffic to them.

• Google Search Console:
• Navigate to the Performance report.
• Look for keywords with multiple pages ranking for the same keyword.

• SEMrush or Ahrefs:
• Use the keyword overview report to see which keywords are bringing in traffic.
• Identify the pages ranking for these keywords.

Step 2: Analyse Page Performance

Once you have identified the keywords, analyse the performance of the pages that are ranking for them. Look at the traffic, bounce rate, and conversion rate for each page. This will help you determine which pages are performing well and which ones need improvement.

• Traffic Analysis:
• Check the traffic data to see which pages are getting the most visitors.
• Use tools like Google Analytics to track traffic over time.

• Bounce Rate:
• A high bounce rate indicates that visitors are not engaging with the page.
• Use Google Analytics to measure the bounce rate for each page.

• Conversion Rate:
• Track the conversion rate to see if visitors are taking the desired action (e.g., making a purchase, filling out a form).
• Use conversion tracking tools to monitor these metrics.

Step 3: Determine the Best Performing Page

Determine which page is the best performer for each keyword. This page should be the one that ranks highest for the keyword and has the highest engagement and conversion rates.

• Primary Page:
• Choose the page that performs the best as the primary page for the keyword.
• This page should have the most relevant and comprehensive content.

• Secondary Pages:
• Identify the secondary pages that are also ranking for the keyword.
• These pages may need to be optimised or redirected to the primary page.

Step 4: Optimise the Primary Page

Optimise the primary page to ensure it is the best possible landing page for the keyword. This involves improving the content, meta tags, and internal linking.

• Content:
• Ensure the content is high-quality, relevant, and comprehensive.
• Include the keyword naturally in the content.

• Meta Tags:
• Write unique and descriptive title tags and meta descriptions for the primary page.
• Include the keyword in the title tag and meta description.

• Internal Linking:
• Use internal links to point to the primary page from other relevant pages on your site.
• Include the keyword in the anchor text of the internal links.

Step 5: Redirect Secondary Pages

Redirect the secondary pages to the primary page using 301 redirects. This helps pass the page authority and traffic to the primary page.

• 301 Redirects:
• Use your website’s CMS to set up 301 redirects from the secondary pages to the primary page.
• Ensure that all internal links pointing to the secondary pages are updated to point to the primary page.

Step 6: Monitor and Update

After implementing the changes, monitor the performance of the pages to see if the keyword cannibalisation has been resolved. Use tools like Google Search Console and Google Analytics to track the rankings and traffic.

• Rankings:
• Check the rankings for the keyword to see if the primary page is ranking higher.
• Use Google Search Console to monitor the rankings.

• Traffic:
• Track the traffic to the primary page to see if it has increased.
• Use Google Analytics to monitor the traffic.

• Engagement:
• Measure the engagement metrics like bounce rate and time on page to see if they have improved.
• Use Google Analytics to track these metrics.

By following these steps, you can effectively find and fix keyword cannibalisation on your website, improving its overall performance in search engine rankings and driving more traffic to your site.

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