Keyword cannibalisation sounds technical, but the idea is simple. When more than one page on your site is a good match for the same search, they split attention, links and clicks between them. Neither page is as strong as one well-focused page would be. It is common and usually fixable, though not every overlap is a problem.

How to spot it

Start with a simple search. Type the phrase you care about, followed by your domain with a site search, and see which pages appear. Then check the data. In Google Search Console, open the performance report, filter by a query and switch to the pages view. If several URLs receive impressions for the same query, you have a candidate.

Common signs include:

• Rankings that swap between two pages from one week to the next

• Several pages with similar titles and headings

• An important page stuck below a less relevant one

• Internal links that use the same anchor text for different pages

Check the intent before you act

Two pages can mention the same phrase and still serve different needs. A service page aimed at buyers and a guide aimed at people researching are not really competitors, even if both feature the same words. Look at what ranks for the query: if the results are mostly service pages, your guide is probably in the wrong race. Our explainer on search intent shows how to judge this.

Decide what each page is for

For every overlapping group, choose one of three actions.

• Merge: if the pages serve the same purpose, combine the best content into one stronger page

• Differentiate: if they serve different needs, rewrite titles, headings and copy so each has a clear, separate focus

• Leave: if they rank well together and bring in the right visitors, do nothing

Name a lead page for each topic. That is the page you want to rank, and every other page should support it rather than repeat it.

Merge and redirect properly

When you merge, keep the page with the strongest history as the lead, move across anything useful from the other and set a permanent redirect from the old URL to the new one. Then update navigation, sitemaps and internal links so nothing points at the retired address. Google's overview of sitemaps is a useful reference for keeping them accurate.

If the old page is a blog post you simply want to improve rather than merge, our guide to refreshing old blog posts covers the process.

Differentiate with titles and links

If both pages stay, make the difference obvious. Give each a distinct main heading and title, built around a different angle or audience. Google explains how titles are shown in its guidance on title links, which is worth a read before you rewrite them.

Then use internal links to signal importance. Point related pages towards the lead page using descriptive anchor text, and avoid using the same anchor for two different destinations. Our guide to internal linking strategy explains how.

Prevent it happening again

Keep a simple content map: one row per page, with its main topic, target audience and lead query. Check it before commissioning new content. Writing for a clear purpose, as Google's advice on helpful content suggests, naturally reduces duplication. Review the map each quarter, and expect results from any consolidation to take weeks rather than days.