Keyword cannibalization occurs when two or more pages on the same site target the same search term, forcing them to compete against each other instead of against outside competitors. As a result, both pages usually rank worse than a single, consolidated page would.
How to spot keyword cannibalization
The clearest signal is when your own pages swap positions for the same query from week to week. Similarly, if two articles share an almost identical title and focus keyword, that is a strong sign of keyword cannibalization worth investigating.
Running the process described in our SEO audit checklist will surface most of these conflicts automatically.
Fixing the conflict
Once you find a conflict, you generally have three options: merge the pages, redirect the weaker one, or clearly differentiate their intent. For example, one page could target the broad topic while another covers a specific sub-question, referencing the on-page SEO guide for how to structure each version.
Whichever option you choose, act on it quickly, because keyword cannibalization tends to get worse the longer both pages are left competing.