Content and links
What is keyword cannibalization.
In short
When several pages of the same site target the same query and compete with each other. Google cannot tell which one to show, so often none of them ranks well.
What it looks like
You have an "SEO audit" service page and three blog posts that also answer "how much does an SEO audit cost". Google shows one, then another, and rankings jump around. Instead of one strong page you have several average ones splitting links and clicks.
How to find it
- In Search Console, in the Performance report, pick a query and open the Pages tab. If several URLs show for the same query, that is a warning sign.
- Search Google for site:yourdomain.com plus the query to see which pages Google associates with the topic.
- Review titles and H1s to see whether several pages promise the same thing.
How to fix it
- Merge similar content into one stronger page and 301-redirect the rest.
- Re-focus weaker pages on a different question or intent.
- Adjust internal linking so the query points to one main page.
- Where pages must stay, such as product variants, use a canonical.
When it is not a problem
Two pages in the results for one query can be a good thing if both rank high and meet different needs, such as a service page and a guide. The problem is when they swap places and neither holds its position.