Example
A glossary definition and implementation guide both rank for the same how-to query, and Google alternates them while neither satisfies the task fully.
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Glossary · keyword cannibalization
Keyword cannibalization is material intent overlap between pages that weakens the preferred result.
Two pages mentioning the same keyword is not automatically a problem. Cannibalization requires evidence that search engines and users face competing destinations for substantially the same task.
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Why it matters
Authority, links and relevance can split across URLs while rankings alternate unpredictably.
Diagnosis
Prove overlapping intent before merging anything.
Measurement
Compare page/query mappings, URL switching, intent, conversions, internal links and SERP landing-page patterns over time.
Response
Differentiate purpose, consolidate evidence, redirect a redundant URL or improve preferred-page linking—after human review.
Paid deployment · human authority
Resolve competing destinations with evidence and rollback context.
Deploy the paid optimization workflow when your team can approve URL changes.