From our search experiences on the internet, we realize that we always rely on the top results only and are least likely to refer even to the second page. Hence every web page is intended to attain close ranks in search engine result pages so that the organic traffic to the page will get boosted. SEO (Search Engine Optimization) makes the high-ranking goal of web pages achievable by improving a website to enhance exposure when people search for services or products. Proper SEO efforts can bring a page to the top positions of organic search results. SEO has several crucial factors, and using keywords is one of the most important. The key ideas or topics that describe the content are referred to as keywords. When it comes to SEO, they can be stated as the words or phrases by which people search their queries on search engines. They can also be denoted as “search queries” since searchers enter them into the search bars to find the content. Keyword optimization is a fundamental procedure in SEO since search engines like Google and Bing serve the most appropriate and relevant content to the searchers. Businesses are mindful of optimizing pages of a site for specific keyword phrases. And what happens when multiple pages on a site are optimized for very similar keyword phrases? You are about to find out.
Keyword Cannibalization And Consequences
Search engines need to grasp the content of a page well to provide the best results for search queries. Helping search engines better understand the content is one of the primary aims of SEO. SEO experts can optimize pages of a website for specific keyword phrases. When multiple pages on a site get optimized for very similar keyword phrases, it leads to the situation of keyword cannibalization. In other words, keyword cannibalization happens when a site bears more than one page concentrated on the exact same keyword. This condition forces Google (or any other search engine) to decide which page is more suitable for a search. Google will select one of the pages with the same keyword attention and show it in the results, which may not be the one you want to be shown in the search results.
Every business firm executes SEO for better management of the website experience and its organic visibility. Keyword cannibalization causes the undesired outcome of website performance since search engines fail to understand the web pages better. Search engines will find it challenging to understand which page with the exact keywords is more relevant for a search query. Search engines can even send out negative signals when multiple web pages seem identical. This also means that the most relevant page might not appear in the organic search results. Let’s elaborate on further consequences.
Diluted External Links:
Consider the case of a website with multiple pages about the general topic of marketing and with numerous external sites linking to those various pages about the same topic. The site would be sounder if all those sites were linked to one page on the broad subject of marketing to consolidate link equity to that topic versus separating it among multiple pages on that site.
Diluted Internal Links And Anchor Text:
Suppose several pages on a website concentrate on the same topic and keyword. In that case, you won’t be capable of leveraging the value of anchor text and internal links to point to your best and most appropriate page about the topic.
When multiple pages are optimized for the same keyword, it equals the poor quality of content. Like no one will be interested to read a book with the same content on multiple pages, web pages oriented on the same keyword will not be engaging. A website should include valuable and engaging content for the users, which will also help attract links and referrals to the site.
Lower Converting Pages:
One or a few pages may be converting better than others out of multiple pages on the same topic. It can be tested by looking at the data in Google Analytics. It is fruitless to have multiple pages targeting the same topic and lower conversion.
In a nutshell, the effect of optimizing multiple pages on a site for very similar keyword phrases is undesirable. It will make the search engines fail to understand which is the most relevant page for a search query. Keyword optimization and the whole SEO plan should be executed carefully to avoid undesirable website outcomes.