Business Proprietary & Confidential | 44
One clear and authoritative
page can rank much higher
than two split-signal
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Align internal linking
structure in your site
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Yes, it’s important enough to
have its own bullet.
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activities to the
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Align paid activities with organic efforts.
Set rules and guidelines.
Always keep testing joined CTR.
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This all works for data-driven content
as well. Changing one faulty template
can fix a large volume of pages causing
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How can I avoid keyword
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Format your SEO Map to show duplicates
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That’s 80% of the work, right there.
Click to D/L SEO Map
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Focus on topic clusters
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Clusters help create order
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Regularly audit your content
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Regularly audit your rankings
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Set strict UGC policies, or block to avoid
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UGC stands for User
Generated Content, and the
ugc attribute value is
recommended for links within
user generated content, such
as comments forum posts.
Use this attribute to tag
outgoing links in UGC areas
to avoid linking conflicts &
Use the sponsored attribute to
identify links on your site that
were created as part of
or other comprehension
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<meta name="robots" content="noindex, nofollow" />
Use the meta robots tag to avoid indexing of UGC
pages entirely. This solution will prevent the need to
manage the area.
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What did we learn today?
Identifying cannibalized terms
How to fix and avoid cannibalization
The meaning of cannibalization
How to analyze cannibalization
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What can we do tomorrow?
Align our SEO mapping
Set rules & formats for the future
Audit our content performance
Fix cannibalization issues
Business Proprietary & Confidential | 63
I’m Limor Barenholtz
Director of SEO @ Similarweb
Have been doing SEO for 20 years
Mom + 2
Carnivor, not Cannibal
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Notas del editor
This effectively turns them to competitors in search results Which often results in search engines starting to swap those pages in SERP to determine which is the best fit for the search term
Unclear keyword targeting = Opening for misunderstandings by search engines
When Google swaps the chosen page in SERP there’s no guarantee that page will rank as well as the conflicting page, as a result we might lose traffic When you get a search engine conflicting between 2 pages you never know which one it will choose to show in SERP for your target phrase, and it may not be the page you wanted to rank for it In the case you have 2 results - you’re splitting your CTR, preventing your target page from gaining authority, and might already be losing traffic & conversions. In the case you have 2 results - you might be diluting your backlink efforts If users also become unclear about your website content or various products, you may lose traffic on a long term basis due to loss of trust
When the conflict occurs with your PPC activity you can find yourself both losing traffic to your optimized page, and paying for clicks on your ad - So this is something that needs to be managed, not always avoided
UGC is a hotbed for cannibalization & duplication
See “search engine market share” results in Similarweb. Which is best? Which is the best answer for the user’s query? How should Google choose?
, if you haven’t yet
It’s time to refine & adjust your keyword research
Make sure all your website’s pages reflect a clear and unique message through all relevant on-page signals Optimize/De-Optimize Delete & Redirect Canonicalize
Remember: 1 clear & authoritative page can rank much higher than 2 split-signal results
I.e - update your link requests, reach out to publishers of existing backlinks and ask for an update, or try to replace the article with a fresh one
Cannibalizing can be managed if the joint efforts bring higher numbers If total clicks and total CTR rises from the joined activity than the loss of organic CTR is meaningless in the business-wide view The trick is to always monitor
Focusing on clusters first, instead of keywords in general, helps make sure you will cover your topics in an organized way, minimizing chances of cannibalization later on
This solution also has 2 sides, since good content can also come from UGC, and such content can enrich your offering as a whole. You can at this point choose to allow indexing of specific content, but then you’ll need to return to managing it. Other solutions can be indexing only specific contributors you recognize, or even get moderators for these sections.
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