- Google’s John Mueller recently responded to a question about keyword cannibalization, where multiple pages from the same website rank for the same search queries.
- I like how John Mueller clarified this. Having a couple of pages show up for the same keyword isn’t really a bad thing; it can actually give your site more visibility. The real problem only comes in when the content is thin, duplicated, or doesn’t bring much value to users.
- A lot of SEOs stress over “keyword cannibalization,” but Mueller makes a good point: instead of worrying about that, it’s smarter to focus on creating strong, well-structured content that serves user intent.
For a deeper dive into John Mueller’s views and the nuances of “keyword cannibalization,” see the detailed coverage on Search Engine Journal: Google Answers SEO Question About Keyword Cannibalization.
What is Keyword Cannibalization?
- Keyword cannibalization is often misunderstood. It’s not just about targeting the same keyword, it’s more about when pages overlap without purpose.
For example: - Publishing multiple blogs that say the same thing
- Forgetting to redirect old pages when new ones are created
- Optimizing product and category pages for the same term
Bottom line: Don’t panic about cannibalization. Focus on value, clarity, and content that actually helps your audience.
But here’s the catch: mentioning the same keyword across different pages isn’t always cannibalization. It depends on intent.
Example 1: Search “running shoes” and you’ll find eCommerce product listings as well as blog articles about the best shoes for different needs. A retailer could rank with both a product page and a blog guide with different intents, using the same keyword.
Example 2: “tech support plus,” keyword often rank a main services page while also ranking in other website that link to the search keyword. Each page uses similar keywords but answers a distinct search intent.
Our Comment: This is where many SEOs overreact. Multiple rankings are not a problem if each page fulfills a distinct user need. The real issue is thin, duplicate, or unfocused content.
Why It Matters for Your Business
Instead of deleting pages or rewriting content out of fear, focus on:
- Creating unique pages for different intents
- Using internal linking to signal which page is most relevant
- Regularly auditing for outdated or duplicate content
- Consolidating pages only when they truly overlap
In short, keyword cannibalization is less about keywords and more about clarity of purpose.
Expert Insight: Where SEOs Should Focus Energy
At Tech Support Plus, we recommend shifting the conversation:
- Don’t chase myths –  Having two pages ranked is often a win, not a threat.
- Audit before fixing –  Check if your “cannibalizing” pages actually serve the same intent.
- Use smart solutions – Redirect, canonicalize, or merge pages only if they compete directly.
- Think like a user –  Ask yourself: “Does each page answer a different need?”
“The danger isn’t multiple rankings, it’s unfocused pages that serve no real purpose.”
Quick Takeaways
- Keyword cannibalization is often misunderstood.
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- Multiple pages ranking for the same keyword can increase visibility.
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- True problems come from thin or duplicate content.
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- Focus on intent, linking, and content quality, not chasing myths.
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Keyword cannibalization isn’t the SEO monster it’s made out to be. As John Mueller clarified, the real task for businesses is to build useful, well-structured, intent-driven content.
Need help cleaning up content and boosting rankings? Contact Tech Support Plus for expert SEO and digital marketing solutions.
