Keyword cannibalization is an important term as it impacts the ranking with a different way. Keyword cannibalization generally occurs when a website’s information architecture count on a single keyword or phrase on numerous places on the website.
Keyword cannibalization and how to avoid it?
So slowly is the old realization in SEO circles that SEO leads to success, not just on-site measures, but also the provision of high-quality content. High-quality content consists of texts and other media such as pictures, videos, infographics and other elements. To rank well in Google, it is important that the reader is offered added value.
Often it happens that on a domain different articles are written on the same topic. Let’s say we write about Aeroplane.
There is then, for example, articles about aeroplane. How can Google now know which one is the most relevant page on the topic “aeroplane”? What will probably happen? Google will test the users’ signals to these URLs. Sometimes the one cat side is displayed at the top of the viewfinder, sometimes the other one and later another. Google then wants to test how Google users react to the respective pages and their content.
There are different user signals that Google is using. A measure is the bounce rate, also called the exit rate. This is where the number of Google users is counted, which, after clicking on the search result, quickly returns to the Google search and relative to the total number of clicks on the snippet. Also, the length of stay on a website is such a signal. For example, a lot of content on the page, but the user remains relatively short on the page, so Google might have the impression that the page has not satisfied the user needs. There is no absolute number as a guideline. If someone, For example, the phone number of AARON searches and then googled, lands on the contact side of AARON and there directly the telephone number finds, then the user need was indeed absolutely satisfied, although the user may not have been so long on the contact side of AARON. Is the site bad? No – she gave the Google user exactly the information he needs.
Why is it problematic when Google tests the pages?
For SEO reasons, of course, you are aiming for top rankings – if possible at position 1 of the first page. However, if Google has to find different similar texts during the crawling and must first test the relevance, then no constant rankings and no steady positive development will arise. Constantly yes, other URLs. One speaks here of keyword cannibalization because one completes itself through different sides.
How do I solve the problem now?
The approach is to make a keyword focus and to optimize and align different URLs to different sub-topics. Let us take the theme “aeroplane” again. It is easy to see that the topic “aeroplane” can be viewed from many different angles, if one wants to inform its website, visitors, comprehensively. Now you can build a very large page, which treats all subtopics or builds the page somewhat more logically and supports the pages through internal links and individual meta-data.
Here is the example:
As we see in the diagram, we have a general page about aeroplane as a central element. For example, the different breeds are explained or a general info about aeroplane. For the deepening, there are now the different Landing pages, for example on the topic of cat food, cat toys or what to consider when purchasing a cat. All topics have something to do with aeroplane, but among themselves but very little.
Advantages of this approach:
One has only one URL per URL and one description that can be assigned. We can thus now more precisely take our focus in these meta-statements and become even more relevant. For a large page for all these subject areas, it is impossible to include the important keywords all in one title and one description
Each URL receives its own unique meta-specifications. Good signals for Google and other search engines.
By internal linking from the bottoms to the cat side, this is strengthened. Google also recognizes the structure and will allow the generic keyword “aeroplane” better rankings.
Not all of the texts on the website are now optimized for the keyword “aeroplane”, but on different but related topics, all of which are justified. For example, E.g. for tips for cat food, he will be much happier with a ranking of the bottom, than if he simply comes to a huge page, the topic is only in one paragraph – the text is otherwise uninteresting for the user due to the search intention,
If you already have similar pages that deal with one and the same “sub-topic”, then you dare to summarize the pages to one. For example, For example, a page about dry cat food and an over-the-top cat food, then make a page on the topic “cat food” and deal with the subject comprehensively. You can then redirect the URL that you have dropped out by 301-redirect. It could be that backlinks already point to the old URL. So you can also tell the search engine where the new content is located.
Do not compete on your own domain to important keywords. Make a keyword analysis and structure your content. A landing page is not built for each keyword (this is how you did that in the past), but the topic areas are recognized and summarized. These then support a parent page, which is linked hierarchically internally by the different subpages. From the general side, the subtopics should be tagged and, of course, linked to content links within the text.