Keyword cannibalisation has long been a hot topic among SEO practitioners. It’s the idea that having multiple blog posts or pages targeting the same or very similar keywords can hurt your rankings because your own content competes against itself.

But recently, Google’s John Mueller weighed in with a refreshing perspective: multiple pages ranking for the same query isn’t automatically bad. Let’s explore why the fear of cannibalisation might be overblown and what you should focus on instead.

What Google / John Mueller Said

In a recent response, John Mueller pushed back on the assumption that multiple pages vying for the same query inherently damage SEO. He emphasised:

● It’s okay if several pages show up for the same search, as long as those pages are useful, distinct and focused.

● The notion of “cannibalisation” is vagueit doesn’t tell you what’s wrong with your content, just labels symptoms.

● Rather than worry about whether two or more pages are showing up, focus on reducing unnecessary duplication and improving the strength of your best pages. 

● Union: just because multiple pages could rank doesn’t mean they will; you only see which pages actually appear for a query.

His bottom line: Don’t obsess over the label of cannibalisation. Instead, dig into the real content metrics: relevance, internal linking, and clarity.

Why Many “Cannibalisation” Issues Are Misdiagnosed

Often what appears to be keyword cannibalisation is really just:

● Pages that are too unfocused or rambly

● Content that drifts off-topic

● Poor internal linking strategy

● Thin pages with weak or duplicate content

● Pages that aren’t sufficiently distinct from each other

In other words: the problem is rarely the fact that two pages overlap it’s that they’re not distinct or well designed enough to each earn ranking traction. 

So What Should You Do Instead?

Here’s a more constructive approach than simply merging or deleting pages because of “cannibalisation” fears:

1. Audit your overlapping pages

● Identify pages that appear for the same query

● Compare their content quality, clarity, user intent, and internal links

2. Consolidate where appropriate

● If two pages are nearly identical, consider merging them into one stronger resource

● Redirect or canonicalise lesser pages to the stronger version

3. Refocus and differentiate content

● Ensure each page has clear, distinct intent

● Cover different subtopics or angles

● Use headings, structure, and content that cater to separate user needs

4. Improve internal linking

● Point from less authoritative pages to your “pillar” or best version of the content

● Use contextual anchor text that aligns with your target topic

5. Monitor performance over time

● Keep an eye on which pages are ranking, traffic shifts, and engagement metrics

● Adjust strategy based on data not assumptions

Final Thoughts

Keyword cannibalisation is often treated as a looming SEO threat something to be avoided at all costs. But as John Mueller’s insight shows us, it’s not inherently harmful. Multiple pages showing up for the same query can be a good thing, as long as they each bring unique value.

Rather than chasing the phantom of cannibalisation, your energy is better spent diagnosing real content issues clarity, differentiation, structural strength, and internal linking. When those fundamentals are solid, cannibalisation becomes a non‑issue.