How to spot it
In Google Search Console, look at a query and check which pages get impressions for it. If two or more pages swap places over time, or a weaker page shows up instead of the one you want, they may be competing.
Not every overlap is a problem
Pages can share keywords if they serve different intents, like a how-to guide and a service page. Cannibalization is a problem when the pages answer the same question for the same searcher.
How to fix it
Merge the pages into one stronger page and redirect the old URL, make each page target a clearly different topic or intent, or point internal links at the page you want to rank. A canonical tag can help when near-duplicate pages must both exist.
Why Keyword Cannibalization matters
When your own pages split clicks, links and relevance, you make ranking harder for yourself. Cleaning up overlaps often lifts rankings without writing anything new.
Two posts, one answer
A marketing blog had two similar posts on choosing an email platform, written years apart. Both hovered on page two. Combining them into one updated guide and redirecting the older post helped the merged page climb.
Common mistakes
Making a new page for every keyword variation
Close variations usually belong on one page. Group keywords by intent before creating content.
Deleting without redirecting
Removing a competing page without a 301 redirect loses its links and traffic. Redirect to the page you keep.
Mixed internal links
If your links point to both pages for the same topic, search engines get mixed signals. Link to the one you want to rank.
Where we work on this