Keyword Cannibalization: Myth vs. Reality

This week, John Mueller from Google addressed a classic SEO worry: keyword cannibalization.

If you’re not familiar, the idea is that having multiple pages ranking for the same keyword hurts your site. SEOs have treated it like a silent killer of rankings. But Mueller made it clear: it’s not the problem many think it is.

Here’s the original post:

What Google Actually Said

John Mueller’s response cleared up years of SEO debate. Here’s the breakdown:

• Multiple pages ranking isn’t a problem. If your site has more than one page showing up for the same query, that can actually mean Google sees you as relevant and trustworthy on the topic. Think of it as increasing your surface area in the SERPs, not competing against yourself.
  

• It’s only duplication if pages don’t add unique value. Two articles that say the same thing won’t help anyone. But if one page is a how-to guide and another is a product page or a case study, that’s not duplication — that’s coverage from different angles.
  

• Having 2–3 results in the same SERP can be a win. Imagine a searcher finding multiple entries from your site. That builds brand awareness, authority, and trust. Even if they don’t click all of them, they’ll remember you’re the go-to voice in your niche.
  

• Quality and usefulness outweigh keyword fears. Google isn’t looking to penalize you for “cannibalization.” They’re rewarding content that genuinely helps searchers. If your content is detailed, relevant, and easy to navigate, you’re on the right track.

Real-World Examples

Let’s make this more concrete:

• Recipe sites: A blog might have “chocolate cake recipe,” “easy chocolate cake,” and “gluten-free chocolate cake.” All three could rank for overlapping queries. That’s not cannibalization — it’s giving users different, useful variations.
  

• Ecommerce stores: A shoe retailer could rank with a “men’s running shoes” category page and an individual “Nike Air Zoom Pegasus” product page for the same search. One helps comparison shoppers; the other provides data for buyers who already know what they want.
  

• B2B companies: A SaaS company might have a blog post, a case study, and a product feature page all showing up for the same keyword cluster. Each one is relevant to a different stage in a buyer's journey.

The Real Problems to Watch

When pages don’t rank, it’s rarely because of “cannibalization.” Instead, it’s usually because of one of these issues:

• Pages are too long or unfocused.
  

• Content is off-topic or thin.
  

• Internal links are weak or missing.
  

• Pages are near-duplicates without adding real value.

But you can fix these issues with solid SEO fundamentals.

My Take

I’ve always seen keyword cannibalization as an SEO boogeyman. It’s easier to blame a label than to diagnose real problems.

The truth? If multiple pages rank, that’s visibility, not weakness. It means you’ve built topical authority.

The danger comes when you publish endless content variations having the same context without adding new value. That confuses users — not just algorithms.

So instead of merging everything into one “mega-page,” focus on clarity:

• Build strong internal linking.
  

• Ensure each page has a distinct purpose.
  

• Regularly audit for thin or redundant content.

That’s where your time pays off.

Takeaway for You

Forget the buzzwords. Keyword cannibalization isn’t something to panic about.

The better question to ask:
👉 “Does this page serve a unique need for my audience?”

If the answer is yes, you’re doing it right. If not, refine it until it does.

You’re invited to the world’s largest email marketing conference.

Become an email marketing guru at the GURU conference. It’s two days full of all things email marketing. Learn more about newsletters, deliverability, design trends, AI, and what NOT to do with email.

What you can expect:

• Keynote Speakers: Nicole Kidman, Amy Porterfield & more!

• The latest digital trends in email marketing & how to increase performance.

• Networking opportunities - each day!

• Dj’s, dance contests (judged by Lance Bass, yes for real), breaking world records & MORE!

Spots are limited. It’s VIRTUAL. It’s FREE. It’s time to become an email marketing GURU. Join 25,000+ marketers on November 6th & 7th. Don’t miss out!

YES! I want to register!

Looking for more in-depth strategies and exclusive content?

Check out my Gumroad page for courses, guides, and tools that can help take your digital marketing to the next level. Whether you're looking to master SEO, influencer marketing, or content strategies, I've got resources to get you there. Plus, you'll find some free content to help you get started right away!

Visit my Gumroad page and explore everything I have to offer!

1. Found the insights helpful? Forward this email to help fellow business owners or marketers.

2. Spread the word. Encourage your friends or followers to sign up.

3.  Have us test and review your marketing or business tool on ShaneBarker.com. We can write a product review, comparison, or industry listicle for you.

If you have any specific questions or topics you'd like us to cover in future newsletters, please feel free to reach out. We'd love to hear from you!

To your content marketing success,
Shane Barker