Diving into the intricate world of SEO, today we’re thrilled to chat with Anastasia Braitsik, a global leader in SEO, content marketing, and data analytics. With her deep expertise, Anastasia has helped countless businesses navigate the complexities of search engine rankings and digital strategy. In this interview, we explore the often misunderstood concept of keyword cannibalization, uncover actionable insights on how to detect and resolve it, and discuss how recent algorithm updates are reshaping the SEO landscape. From Google’s expert perspectives to practical prevention tips, Anastasia breaks down what website owners need to know to boost their online presence.
What is keyword cannibalization, and why should website owners care about it?
Keyword cannibalization happens when multiple pages on a website target the same keyword or search intent, essentially competing against each other in search results. It matters because it can dilute your site’s authority for that keyword, confuse search engines like Google about which page to prioritize, and ultimately hurt your rankings. Instead of one strong page dominating the results, you might see fluctuating positions or split traffic, which reduces your overall visibility and clicks.
How does having multiple pages targeting the same keyword impact the way Google interprets a website’s structure?
When multiple pages go after the same keyword, Google struggles to understand which one is the most relevant for a user’s query. It’s like having two tour guides shouting over each other—neither gets heard clearly. This can mess with how Google perceives your site’s hierarchy and relevance, often leading to lower rankings for all involved pages because the search engine can’t confidently pick the best one to show.
Can you share your take on Google’s perspective regarding keyword cannibalization, especially in light of recent expert discussions?
Recently, Google’s stance, as shared by their senior analysts, has shifted the narrative away from the old idea that pages “eat” each other’s rankings. Instead, the focus is on clarity for the search engine. The real issue isn’t direct competition but that Google might not know which page best matches a user’s intent. This can result in suboptimal results, like showing a less relevant page or alternating between them, which disrupts consistent visibility.
What are some effective ways for website owners to identify keyword cannibalization on their sites?
Spotting keyword cannibalization starts with auditing your site for overlapping keywords. Look at which pages rank for the same terms and whether they’re splitting traffic. You can do this manually by reviewing your content, but it’s time-consuming. I recommend starting with a systematic approach using analytics to pinpoint where these overlaps occur, then diving deeper with specific tools to confirm the issue.
Which tools do you suggest for detecting overlapping keywords, and why are they helpful?
Tools like Google Search Console and Ahrefs are fantastic for this. Google Search Console lets you see which keywords your pages rank for and spot when multiple URLs appear for the same term. Ahrefs takes it further with features like the “Organic Keywords” report, which highlights keyword overlaps across your site. These tools save time and give you hard data to work from, making it easier to prioritize fixes.
Once keyword cannibalization is detected, what are some practical steps to resolve it?
Fixing it often depends on the specific situation, but a common approach is consolidating content. If two pages are too similar, merge them into one comprehensive piece that covers the topic fully. You can also use 301 redirects to point one page to the stronger one, or apply canonical tags to tell Google which version is the “main” one. Another option is de-optimizing secondary pages by tweaking their focus or using noindex tags to keep them out of search results if they’re not essential.
How have recent Google algorithm updates, especially those in 2025, changed the urgency of addressing keyword cannibalization?
The 2025 updates have ramped up the focus on content quality and user intent through AI-driven metrics. This means internal competition between pages can be riskier now, as Google is even more discerning about relevance and diversity. If your pages are cannibalizing each other, you’re more likely to see ranking volatility or miss out on traffic because the algorithm prioritizes sites with clear, distinct value. It’s pushed the need for strategic content planning to the forefront.
What strategies can website owners use to prevent keyword cannibalization before it even starts?
Prevention is all about planning. Start with thorough keyword research to map out unique targets for each page. Creating content silos or pillar pages is a great tactic—group related topics under a main “hub” page and link supporting content to it, avoiding overlap. This structure not only helps with organization but also signals to Google how your content connects, reducing the risk of cannibalization from the get-go.
Is there ever a scenario where keyword cannibalization can be ignored, or is it always something that needs attention?
It’s not always a crisis. If the competing pages serve distinct user intents—like one being a product page and another a blog post for informational searches—Google might handle it fine, and the impact could be minimal. But in competitive niches or when traffic and rankings are noticeably affected, ignoring it can cost you. I’d say assess the impact on your goals; if it’s hurting key metrics, it’s worth addressing.
What’s your forecast for the future of SEO strategies concerning issues like keyword cannibalization?
I think as search engines lean more on AI and semantic understanding, the focus will shift even further toward user-centric content and clear site architecture. Keyword cannibalization will remain a challenge, but with smarter tools and predictive SEO, we’ll see more automation in detecting and preventing it. My forecast is that successful strategies will prioritize holistic content ecosystems—think topic clusters and intent mapping—over isolated keyword chasing, aligning closely with how algorithms evolve to value user experience above all.
