Keyword cannibalisation can hinder businesses’ website performances on search rankings

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 02, 2020, 5:30 PM UTC

Cannibalisation issue can occur when a website has multiple pages optimised for the same keywords.

This piece argues keyword cannibalisation happens when multiple pages targeting the same keywords also convey the same intent to the visitors. More pages expressing the same intent can confuse search engines by pointing ranking signals to different pages at different points of time and hinder the websites’ search rankings.

One key indication of keyword cannibalisation is changing of URL ranking for a particular keyword on search engine result pages (SERPs). Excessive changing of URLs can negatively affect the user’s conversion path and result in fluctuations in a keyword’s ranking position.

Cannibalisation can also result in wrong URLs to rank for a keyword on SERPs, leading users to the wrong landing pages. Marketers should regularly run a cannibalisation audit on their websites and take necessary steps to improve their website rankings.

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