Definition
Keyword cannibalization happens when pages on the same site target the same or very similar search intent and compete in a way that weakens performance. Two URLs receiving impressions for one query are not automatically a problem. A product page and a tutorial can serve different needs even when their keywords overlap.
Why it matters
When two pages answer the same question, internal links and content signals may point in different directions. Searchers may land on a less useful page. But alternating URLs or declining clicks alone do not establish the cause: demand, competitors and ranking changes can also affect performance.
Compare each page's purpose before acting. You might clarify their different roles, improve internal links, or consolidate genuinely redundant content. A canonical URL is relevant to duplicate or very similar pages; it is not a general fix for every keyword overlap.
Where to investigate
In Search Console's search performance report, filter to one query and inspect the pages receiving impressions and clicks. Compare periods with the same country and device filters. Check whether one page lost visibility while another gained it.
mowteng's keyword cannibalization analysis flags queries where two or more pages each receive at least 10% of impressions. That threshold identifies candidates for inspection; it does not prove those pages should be merged.
Ask mowteng
Request the competing URLs and their shares before choosing a fix. Review the content and search intent alongside the numbers.
Find queries where at least two of my pages each receive 10% or more of impressions over the last 28 days. Show each URL's impressions, clicks, CTR and average position so I can investigate the overlap.