Google Clarifies SEO Question About Keyword Cannibalization
Google clarifies the SEO query about keyword cannibalization, providing guidelines to help websites avoid ranking conflicts and improve visibility.
Google’s John Mueller recently addressed questions regarding keyword cannibalization. He shed an understanding of the confusion around several pages that are ranking for the exact keywords. He also emphasized the importance of focusing on the real SEO problems rather than on unclear concepts.
Understanding Keyword Cannibalization
Keywords and content cannibalization refer to the situation where multiple pages compete for the exact keyword phrases, often resulting in duplicate content issues.
However, Mueller points out that the term “cannibalization” is vague and is frequently used as a catchall to describe low-ranking pages that cover similar subjects. It does not specify what’s fundamentally wrong with the content.
An SEO has raised questions about recent changes to the capacity of rank trackers to scrape up to 100 search results simultaneously. In the incorrect interpretation, this means the Google Search Console no longer displays impressions that extend beyond the top 20 results.
This confusion led to questions regarding the ability to identify pages that rank for particular queries.
Here is the question that was asked:
“If now we are not seeing data from GSC from positions 20 and over, does that mean in fact there are no pages ranking above those places?
If I want to avoid cannibalization, how would I know which pages are being considered for a query, if I can only see URLs in the top 20 or so positions?”
Multiple Pages Ranking for the Same Query Is Not a Problem
Mueller clarifies that having multiple pages that rank for the same term generally is a positive thing:
Mueller explained:
“Search Console shows data for when pages were actually shown, it’s not a theoretical measurement. Assuming you’re looking for pages ranking for the same query, you’d see that only if they were actually shown. (IMO it’s not really “cannibalization” if it’s theoretical.)
All that said, I don’t know if this is actually a good use of time. If you have 3 different pages appearing in the same search result, that doesn’t seem problematic to me just because it’s “more than 1″. You need to look at the details, you need to know your site, and your potential users.
Reduce unnecessary duplication and spend your energy on a fantastic page, sure. But pages aren’t duplicates just because they happen to appear in the same search results page. I like cheese, and many pages could appear without being duplicates: shops, recipes, suggestions, knives, pineapple, etc.”
Reason Similar Topics Struggle to Rank
Instead of blaming cannibalization for the problem, Mueller has identified real SEO issues that could slow down the rankings of
- Pages are too long and abyssal.
- Pages may contain off-topic content.
- Pages having insufficient internal linkage
- Pages are thin
- Pages are almost identical to one another
These aspects, rather than the mere presence of numerous pages on a particular topic, are the reasons for performance issues.
Looking Beyond the Cannibalization Narrative
Mueller suggests that the fascination with the cannibalization of keyword content is a result of a preference for straightforward explanations within this SEO community, rather than addressing complicated, nuanced, and complex issues.
If scrutinized closely, the alleged keyword cannibalization often dissolves, revealing more specific causes for difficulties in ranking.
Bottom Line
This clarity encourages SEOs to shift their focus away from vague labelling to concrete content enhancements and an efficient site structure, aligning their optimization efforts with the fundamental factors that affect success in ranking.
