How to check keyword cannibalization with ahrefs

Keyword cannibalization is a common SEO challenge that can significantly impact your website’s search engine performance. As search algorithms become more sophisticated, identifying and addressing cannibalization issues has become crucial for maintaining strong organic rankings. Ahrefs, a powerful SEO toolkit, offers various features that can help you detect and resolve keyword cannibalization effectively. This comprehensive guide will walk you through the process of using Ahrefs to uncover and tackle cannibalization problems, ensuring your content strategy remains optimized for search success.

Understanding keyword cannibalization in SEO

Before diving into the specifics of using Ahrefs for cannibalization detection, it’s essential to grasp the concept of keyword cannibalization fully. In SEO terms, cannibalization occurs when multiple pages on your website compete for the same keyword or set of keywords in search engine results pages (SERPs). This internal competition can confuse search engines and dilute your site’s authority, potentially leading to lower rankings and reduced organic traffic.

Keyword cannibalization can manifest in several ways:

• Multiple pages ranking for the same query, but at lower positions than a single, consolidated page might achieve
• Fluctuating rankings as search engines alternate between different pages on your site for the same keyword
• Diluted link equity across multiple pages instead of concentrating it on a single, authoritative page
• Inconsistent user experiences as visitors land on different pages for the same search intent

Identifying cannibalization issues is crucial because they can significantly impact your site’s overall SEO performance. By addressing these problems, you can improve your rankings, increase organic traffic, and provide a more coherent user experience. Ahrefs provides a suite of tools that can help you detect and analyze potential cannibalization issues with precision.

Configuring ahrefs for cannibalization detection

To effectively use Ahrefs for identifying keyword cannibalization, you’ll need to set up and configure various tools within the platform. Let’s explore the key features and how to optimize them for cannibalization analysis.

Setting up site explorer in ahrefs

The first step in your cannibalization detection journey is to set up Site Explorer in Ahrefs. This powerful tool provides a comprehensive overview of your website’s organic search performance and is the foundation for identifying potential cannibalization issues.

To begin:

1. Log into your Ahrefs account and navigate to Site Explorer
2. Enter your website’s URL in the search bar
3. Select the appropriate search engine and country for your analysis
4. Click on the “Explore” button to generate your site’s report

Once the report is generated, you’ll have access to a wealth of data about your site’s performance in organic search. This information will be crucial for identifying potential cannibalization issues in the subsequent steps.

Utilizing the content gap tool for initial insights

The Content Gap tool in Ahrefs is an excellent starting point for identifying potential keyword cannibalization issues. It allows you to compare your site’s keyword rankings with those of your competitors, highlighting areas where you might be missing out on ranking opportunities.

To use the Content Gap tool effectively:

1. In Site Explorer, navigate to the “Content gap” tool under the “Organic search” section
2. Enter your domain in the top field
3. Add 2-3 competitor domains in the fields below
4. Set the filter to show keywords that at least one of the competitors ranks for, but your site doesn’t
5. Run the report and analyze the results for potential cannibalization opportunities

This analysis can reveal keywords where your competitors are outranking you, possibly due to cannibalization issues on your site. Pay close attention to keywords that are highly relevant to your content but aren’t ranking as well as expected.

Configuring custom filters in organic keywords report

The Organic Keywords report in Ahrefs is a goldmine for cannibalization detection. By configuring custom filters, you can quickly identify keywords that might be suffering from cannibalization issues.

To set up custom filters:

1. In Site Explorer, go to the “Organic keywords” report
2. Click on the “Add filter” button
3. Set up filters to show keywords with multiple ranking URLs (e.g., “No. of URLs” > 1)
4. Add additional filters for position ranges (e.g., “Position” is between 1-20) to focus on high-impact keywords
5. Apply the filters and analyze the results

This filtered view will help you spot keywords where multiple pages from your site are ranking, a classic sign of potential cannibalization. Pay special attention to keywords with high search volume and commercial intent, as these are likely to have the most significant impact on your site’s performance.

Leveraging ahrefs’ site audit feature for On-Page analysis

While not directly related to keyword rankings, Ahrefs’ Site Audit feature can provide valuable insights into on-page factors that might contribute to cannibalization issues. This tool can help you identify duplicate content, similar meta titles, and other on-page elements that could be causing search engines to struggle with determining the most relevant page for a given query.

To use Site Audit for cannibalization detection:

1. Set up a new project for your website in Ahrefs
2. Configure the Site Audit settings to crawl your entire site
3. Run the audit and wait for it to complete
4. Review the “Content quality” report for issues like duplicate or similar content
5. Check the “HTML tags” report for pages with identical or very similar title tags and meta descriptions

By addressing these on-page issues, you can help search engines better understand the unique value of each page, potentially resolving some cannibalization problems.

Conducting a comprehensive keyword cannibalization audit

With Ahrefs configured for cannibalization detection, it’s time to conduct a thorough audit of your site’s keyword performance. This process involves analyzing various data points to identify and prioritize potential cannibalization issues.

Analyzing SERP features and position fluctuations

SERP features and position fluctuations can provide valuable clues about cannibalization issues. Use Ahrefs’ Position tracking tool to monitor your target keywords over time:

1. Set up a new position tracking campaign for your website
2. Add your most important keywords to track
3. Monitor the “Position history” graph for each keyword
4. Look for patterns of ranking instability or sudden drops in position

If you notice frequent position changes or multiple URLs from your site appearing for the same keyword, it could indicate cannibalization. Pay close attention to SERP features like featured snippets, as cannibalization can sometimes prevent your site from capturing these valuable positions.

Identifying overlapping content with URL rating comparison

Comparing the URL Rating (UR) of pages ranking for the same keyword can help you identify which page should be the primary target for optimization. In Ahrefs:

1. Use the “Organic keywords” report in Site Explorer
2. Filter for keywords with multiple ranking URLs
3. Compare the UR of the ranking pages for each keyword
4. Identify cases where a lower UR page is outranking a higher UR page for the same keyword

This analysis can reveal opportunities to consolidate content or redirect link equity to strengthen the performance of your preferred landing page for each keyword.

Evaluating internal linking structures for conflicting signals

Internal linking plays a crucial role in how search engines understand the hierarchy and relevance of your content. Use Ahrefs’ Site Audit to analyze your internal linking structure:

1. Review the “Internal pages” report in Site Audit
2. Look for pages with conflicting anchor text pointing to multiple URLs
3. Identify cases where internal links are distributed across several pages for the same topic
4. Check for orphaned pages that might be competing for keywords unintentionally

By optimizing your internal linking strategy, you can provide clearer signals to search engines about which pages should rank for specific keywords, potentially resolving some cannibalization issues.

Assessing Click-Through rates (CTR) for cannibalized keywords

Click-through rates can be a strong indicator of cannibalization problems. While Ahrefs doesn’t provide direct CTR data, you can use its keyword and ranking information in conjunction with Google Search Console data to identify potential issues:

1. Export your keyword data from Ahrefs’ Organic keywords report
2. Compare this data with your CTR data from Google Search Console
3. Look for keywords where your CTR is lower than expected given your ranking position
4. Investigate cases where multiple URLs are ranking for these keywords

Low CTR for high-ranking keywords could indicate that users are confused by multiple, similar results from your site, a classic symptom of cannibalization.

Interpreting ahrefs data for cannibalization resolution

Once you’ve gathered comprehensive data using Ahrefs, the next step is to interpret this information to develop effective strategies for resolving cannibalization issues. This process involves careful analysis and strategic decision-making to optimize your content structure.

Differentiating between intentional and problematic overlap

Not all keyword overlap is problematic. In some cases, having multiple pages ranking for similar keywords can be beneficial, especially if they target different stages of the user journey or distinct aspects of a topic. Use Ahrefs data to distinguish between healthy diversity and harmful cannibalization:

• Analyze the search intent behind the overlapping keywords
• Compare the content and purpose of the ranking pages
• Evaluate the overall organic performance of the competing pages

If the pages serve different purposes or attract valuable traffic from various long-tail keywords, the overlap might be intentional and beneficial. However, if the pages are too similar and are clearly competing for the same audience, it’s likely a cannibalization issue that needs addressing.

Prioritizing pages based on traffic potential and conversion value

When deciding which pages to keep, merge, or redirect, consider both the traffic potential and conversion value of each page. Ahrefs can help you assess these factors:

1. Use the “Organic keywords” report to evaluate the traffic potential of each page
2. Analyze the “Top pages” report to identify which pages drive the most organic traffic
3. Cross-reference this data with your conversion metrics from Google Analytics
4. Prioritize pages that have the highest combination of traffic potential and conversion value

This approach ensures that your cannibalization resolution strategy aligns with your overall business goals, focusing on pages that not only rank well but also contribute significantly to your site’s objectives.

Developing content consolidation strategies using ahrefs metrics

Content consolidation is often an effective solution for cannibalization issues. Use Ahrefs metrics to guide your consolidation strategy:

1. Identify groups of pages targeting similar keywords using the “Content gap” tool
2. Analyze the backlink profiles of these pages using the “Backlinks” report
3. Evaluate the organic traffic and keyword rankings for each page
4. Determine which page has the strongest overall metrics to serve as the primary content piece
5. Plan to merge the unique, valuable content from other pages into this primary page

By consolidating content strategically, you can create more comprehensive, authoritative pages that are more likely to rank well and satisfy user intent.

Implementing fixes and monitoring results with ahrefs

After identifying and analyzing cannibalization issues, it’s time to implement fixes and closely monitor the results. Ahrefs provides several tools to help you track the impact of your changes and ensure your strategy is effective.

Executing 301 redirects and tracking impact on rankings

When consolidating content, implementing 301 redirects is crucial to preserve link equity and user experience. Here’s how to use Ahrefs to monitor the impact of these redirects:

1. Implement 301 redirects from the cannibalized pages to your chosen primary page
2. Use Ahrefs’ Site Explorer to track the backlink profile of the redirected URLs
3. Monitor the “Best by links” report to ensure link equity is transferring correctly
4. Check the “Organic keywords” report regularly to track ranking changes for the consolidated page

Pay close attention to any fluctuations in rankings immediately after implementing redirects, as it may take some time for search engines to fully process the changes.

Refining content focus with ahrefs’ content explorer

As you consolidate and optimize your content, use Ahrefs’ Content Explorer to ensure your revised pages are comprehensive and competitive:

1. Enter your target keywords into Content Explorer
2. Analyze the top-performing content in your niche
3. Identify content gaps or areas where you can provide unique value
4. Use these insights to refine and enhance your consolidated content

This approach helps you create more robust, authoritative content that is better positioned to rank well and resist future cannibalization issues.

Measuring Post-Fix performance through position tracking

Ahrefs’ Position tracking tool is invaluable for monitoring the long-term impact of your cannibalization fixes:

1. Set up a position tracking campaign for your consolidated pages
2. Include both the primary keywords and related long-tail variations
3. Monitor ranking changes over time, paying attention to overall trends
4. Compare performance before and after implementing your fixes

Look for steady improvements in rankings and visibility for your target keywords. If you notice any unexpected declines, it may indicate the need for further optimization or strategy adjustment.

Advanced techniques for ongoing cannibalization prevention

Preventing future cannibalization issues is just as important as fixing existing ones. Implement these advanced techniques using Ahrefs to maintain a healthy, cannibalization-free site structure:

• Regularly audit your site’s keyword rankings using Ahrefs’ Organic keywords report to spot potential cannibalization early
• Use the Content gap tool to identify new keyword opportunities and ensure you’re targeting them with distinct, focused content
• Leverage Ahrefs’ Site structure report to maintain a clear, logical hierarchy that minimizes the risk of unintentional content overlap
• Implement a robust internal linking strategy guided by Ahrefs’ Internal backlinks report to reinforce your preferred page hierarchies
• Utilize Ahrefs’ Alerts feature to stay informed about significant changes in your site’s rankings or competitor activities that could lead to cannibalization issues

By integrating these advanced techniques into your ongoing SEO strategy, you can maintain a well-optimized site structure that resists cannibalization and performs strongly in search results. Remember, keyword cannibalization is an evolving challenge, and staying vigilant with tools like Ahrefs is key to long-term SEO success.