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Don't be a cannibal

Limor Barenholtz
Limor Barenholtz
Limor BarenholtzSEO at Similarweb

Limor Barenholtz Presentation BrightonSEO

Don't be a cannibal

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Don’t Be A Cannibal
Limor Barenholtz | Similarweb
SLIDESHARE.NET/LIMORBARENHOLTZ1
@LEM4
Business Proprietary & Confidential | 2
Don't be a cannibal
Identifying and avoiding keyword cannibalization
Business Proprietary & Confidential | 3
Keyword
Cannibalization
What is it?
Why is it bad?
Where can I find it?
How can I fix it?
How can I prevent it?
How does it look?
Business Proprietary & Confidential | 4
What is keyword
cannibalization?
Business Proprietary & Confidential | 5
Keyword cannibalization is the common
term used for when several different
pages on the same site contain the
same or similar keywords.
Business Proprietary & Confidential | 6
Why is keyword
cannibalization bad?

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Don't be a cannibal

Editor's Notes

  1. This effectively turns them to competitors in search results Which often results in search engines starting to swap those pages in SERP to determine which is the best fit for the search term
  2. Unclear keyword targeting = Opening for misunderstandings by search engines
  3. When Google swaps the chosen page in SERP there’s no guarantee that page will rank as well as the conflicting page, as a result we might lose traffic When you get a search engine conflicting between 2 pages you never know which one it will choose to show in SERP for your target phrase, and it may not be the page you wanted to rank for it In the case you have 2 results - you’re splitting your CTR, preventing your target page from gaining authority, and might already be losing traffic & conversions. In the case you have 2 results - you might be diluting your backlink efforts If users also become unclear about your website content or various products, you may lose traffic on a long term basis due to loss of trust
  4. When the conflict occurs with your PPC activity you can find yourself both losing traffic to your optimized page, and paying for clicks on your ad - So this is something that needs to be managed, not always avoided
  5. UGC is a hotbed for cannibalization & duplication
  6. See “search engine market share” results in Similarweb. Which is best? Which is the best answer for the user’s query? How should Google choose?
  7. , if you haven’t yet
  8. It’s time to refine & adjust your keyword research
  9. Make sure all your website’s pages reflect a clear and unique message through all relevant on-page signals Optimize/De-Optimize Delete & Redirect Canonicalize Remember: 1 clear & authoritative page can rank much higher than 2 split-signal results
  10. I.e - update your link requests, reach out to publishers of existing backlinks and ask for an update, or try to replace the article with a fresh one
  11. Cannibalizing can be managed if the joint efforts bring higher numbers If total clicks and total CTR rises from the joined activity than the loss of organic CTR is meaningless in the business-wide view The trick is to always monitor
  12. Focusing on clusters first, instead of keywords in general, helps make sure you will cover your topics in an organized way, minimizing chances of cannibalization later on
  13. This solution also has 2 sides, since good content can also come from UGC, and such content can enrich your offering as a whole. You can at this point choose to allow indexing of specific content, but then you’ll need to return to managing it. Other solutions can be indexing only specific contributors you recognize, or even get moderators for these sections.