At SMX West 2020 in San Jose, California, James' session shared insights into how to find and fix keyword cannibalization issues on eCommerce stores.

1. @BrockbankJames
HOW TO FIND & FIX ECOMMERCE
KEYWORD CANNIBALIZATION
ISSUES

2. @BrockbankJames
Keyword cannibalization is all about intent.
What is keyword cannibalization?

3. @BrockbankJames
Keyword cannibalization is all about intent.
Let’s debunk a myth…
“Having more than one page with the same keyword target
confuses the search engines and prevents either page ranking
as well as it could.”
What is keyword cannibalization?

4. @BrockbankJames
Keyword cannibalization is all about intent.
Let’s debunk a myth…
“Having more than one page with the same keyword target
confuses the search engines and prevents either page ranking
as well as it could.”
What is keyword cannibalization?

5. @BrockbankJames
You need to consider
intent.
“Ultra HD TV”
Argos.co.uk has two pages
ranked for this term.
What is keyword cannibalization?

6. @BrockbankJames
Informational page…

7. @BrockbankJames
Transactional page…

8. @BrockbankJames
Multiple pages targeting the same search term isn’t keyword
cannibalization…
What is keyword cannibalization?

9. @BrockbankJames
Multiple pages targeting the same search term isn’t keyword
cannibalization…
Unless the intent of these pages is the same.
What is keyword cannibalization?

10. @BrockbankJames
Multiple pages targeting the same search term isn’t keyword
cannibalization…
Unless the intent of these pages is the same.
Then you’re effectively competing against yourself.
What is keyword cannibalization?

11. @BrockbankJames
“How is keyword cannibalization seen by Google?”
If you have a bunch of pages with roughly the same content, it's going
to compete with each other, kinda like a bunch of kids wanting to be
first in line, and ultimately someone else slips in ahead of them.
Personally, I prefer fewer, stronger pages over lots of weaker ones -
don't water your site's value down.
What is keyword cannibalization?
- John Mueller, Googlehttps://www.reddit.com/r/TechSEO/comments/87pxsu/i_am_john_mueller_webmaster_trends_analyst_at/dweyn5k/

12. @BrockbankJames

13. @BrockbankJames
What is keyword cannibalization?
CATEGORY SUBCATEGORY 1 SUBCATEGORY 2 PRODUCT PAGE
/iphones/ /iphone-xs-xs-max/ /iphone-xs/ /apple-iphone-xs-2/
/iphone-xs-max/ /iphone-xs-max-2/
/iphone-8-8-plus/ /iphone-8/ /iphone-8-2/
/iphone-8-plus/ /iphone-8-plus-2/

14. @BrockbankJames
/iphone-xs-xs-max/

15. @BrockbankJames
/iphone-xs/

16. @BrockbankJames
/iphone-xs-2/

17. @BrockbankJames
When you have multiple pages competing for the same keywords with
the same intent; you’ve got a problem.
What is keyword cannibalization?

18. @BrockbankJames
When you have multiple pages competing for the same keywords with
the same intent; you’ve got a problem.
Which page should rank? Which is best for users?
What is keyword cannibalization?

19. @BrockbankJames
When you have multiple pages competing for the same keywords with
the same intent; you’ve got a problem.
Which page should rank? Which is best for users?
You’re effectively asking the search engines to choose themselves…
What is keyword cannibalization?

20. @BrockbankJames
You might also find
the wrong page to be ranking
for a keyword as a result of
weak content on landing
pages or conflicting signals
including internal linking.
What is keyword cannibalization?

21. @BrockbankJames
Keyword
cannibalization at metadata
level of product variations is
another common cause of
issues..
Product ranges vs product
variations.
What is keyword cannibalization?

22. @BrockbankJames
How to find keyword cannibalization
issues…

23. @BrockbankJames
How to find keyword cannibalization issues.
Watch out for common signs of keyword cannibalization:

24. @BrockbankJames
How to find keyword cannibalization issues.
Watch out for common signs of keyword cannibalization:
• Multiple pages rank for a keyword.

25. @BrockbankJames
How to find keyword cannibalization issues.
Watch out for common signs of keyword cannibalization:
• Multiple pages rank for a keyword.
• Ranking URL keeps changing in the SERPs

26. @BrockbankJames
How to find keyword cannibalization issues.
Watch out for common signs of keyword cannibalization:
• Multiple pages rank for a keyword.
• Ranking URL keeps changing in the SERPs.
• Main page keeps fluctuating in rank.

27. @BrockbankJames
Watch out for common signs of keyword cannibalization:
• Multiple pages rank for a keyword.
• Ranking URL keeps changing in the SERPs.
• Main page keeps fluctuating in rank.
• Struggling to increase rankings for key search terms.
How to find keyword cannibalization issues.

28. @BrockbankJames
Watch out for common signs of keyword cannibalization:
• Multiple pages rank for a keyword.
• Ranking URL keeps changing in the SERPs.
• Main page keeps fluctuating in rank.
• Struggling to increase rankings for key search terms.
• The wrong page is ranking.
How to find keyword cannibalization issues.

29. @BrockbankJames
Ahrefs

30. @BrockbankJames
site:[domain] “keyword”

31. @BrockbankJames
Google Search Console

32. @BrockbankJames
Cannibalization Explorer by @hannahrampton
https://strategiq.co/how-to-identify-keyword-cannibalisation/

33. @BrockbankJames
How to fix keyword cannibalization
issues…

34. @BrockbankJames
How to fix keyword cannibalization issues.
There’s no ‘one size fits all’ solution for fixing keyword
cannibalization.

35. @BrockbankJames
How to fix keyword cannibalization issues.
There’s no ‘one size fits all’ solution for fixing keyword
cannibalization.
You need to consider the circumstances causing the
cannibalization and make decisions based upon these.

36. @BrockbankJames
How to fix keyword cannibalization issues.
There’s no ‘one size fits all’ solution for fixing keyword
cannibalization.
You need to consider the circumstances causing the
cannibalization and make decisions based upon these.
Consider each issue individually.

37. @BrockbankJames
How to fix keyword cannibalization issues.
1. 301 Redirect Cannibalized Pages
Are all the cannibalizing pages needed?

38. @BrockbankJames
How to fix keyword cannibalization issues.
1. 301 Redirect Cannibalized Pages
Are all the cannibalizing pages needed?
Consider removing and 301 redirecting, considering traffic,
visibility and links.

39. @BrockbankJames
How to fix keyword cannibalization issues.
1. 301 Redirect Cannibalized Pages
Are all the cannibalizing pages needed?
Consider removing and 301 redirecting, considering traffic,
visibility and links.
Don’t forget to update internal links.

40. @BrockbankJames
How to fix keyword cannibalization issues.
2. Canonicalization
If you need to keep two or more pages (PPC landing pages,
CMS restrictions etc), consider canonicalization.

41. @BrockbankJames
How to fix keyword cannibalization issues.
2. Canonicalization
If you need to keep two or more pages (PPC landing pages,
CMS restrictions etc), consider canonicalization.
All pages will still exist, but the equity transferred.

42. @BrockbankJames
How to fix keyword cannibalization issues.
2. Canonicalization
If you need to keep two or more pages (PPC landing pages,
CMS restrictions etc), consider canonicalization.
All pages will still exist, but the equity transferred.
Be clear on which your primary page should be.

43. @BrockbankJames
How to fix keyword cannibalization issues.
3. Re-Optimize Pages
If cannibalization is just at metadata level, re-optimize pages to
target clear variations.

44. @BrockbankJames
How to fix keyword cannibalization issues.
3. Re-Optimize Pages
If cannibalization is just at metadata level, re-optimize pages to
target clear variations.
This is a common approach to product variations where on-
page elements are near-identical or identical.

45. @BrockbankJames
How to fix keyword cannibalization issues.
4. Merge / Consolidate Pages
If you have two weak pages which compete on intent; consider
merging these.

46. @BrockbankJames
How to fix keyword cannibalization issues.
4. Merge / Consolidate Pages
If you have two weak pages which compete on intent; consider
merging these.
Create one stronger page from two weaker pages.

47. @BrockbankJames
How to fix keyword cannibalization issues.
4. Merge / Consolidate Pages
If you have two weak pages which compete on intent; consider
merging these.
Create one stronger page from two weaker pages.
This can also work with sections of page B merged into A.

48. @BrockbankJames
How to fix keyword cannibalization issues.
5. Create ’Range’ Subcategories
If product variations are cannibalizing, consider whether a
‘range’ subcategory is needed.

49. @BrockbankJames
How to fix keyword cannibalization issues.
5. Create ’Range’ Subcategories
If product variations are cannibalizing, consider whether a
‘range’ subcategory is needed.
Sometimes you need to create a page which aligns to intent to
resolve issues.

50. @BrockbankJames
Keyword cannibalization fixes in action.
/iphones/ /iphone-xs/

51. @BrockbankJames
Keyword cannibalization fixes in action.
Two subcategories removed and 301 redirected to product
pages.

52. @BrockbankJames
Keyword cannibalization fixes in action.
Two subcategories removed and 301 redirected to product
pages.
Improved user experience and resolved cannibalization issues
caused due to duplicate intent.

53. @BrockbankJames
Fixes rolled out

54. @BrockbankJames
Share these #SMXInsights on your social channels!
• Keyword cannibalization is more about intent than keywords.
• It’s commonly seen in eCommerce at category-level, product-
level and with weak content.
• Fixes should be considered on a case-by-case-basis.

55. @BrockbankJames
SEE YOU AT THE NEXT SMX!