Content cannibalization happens when two or more pages on the same website target the same or very similar keywords, causing them to compete against each other in search results instead of a single strong page ranking clearly at the top.
This often occurs unintentionally as a website grows — multiple blog posts written over time on overlapping subjects, or product and category pages targeting nearly identical terms. The result is usually weaker overall rankings, since search engines struggle to determine which page is most relevant and split authority signals between them.
Resolving cannibalization typically involves consolidating overlapping pages into one comprehensive page, differentiating each page’s keyword focus more clearly, or using canonical tags and internal linking to signal a clear preferred page.
Cannibalization audits are a standard part of our SEO Audits process.