To rank their content higher in search results, most digital marketing teams rely on keyword optimization. More keywords, in theory, equals greater optimization. As a result, it can be tempting to repeat keywords across numerous pages in order to boost your position. However, if your postings compete for the same keyword, this tactic may backfire. Consider this: If you’re looking for “the best running shoes” and come across two articles from the same firm with the same keywords in the title, you’ll be unsure which one to click. This is not only perplexing for readers, but it is also detrimental to SEO. Continue reading to learn what keyword cannibalization is, why it’s terrible for SEO, and how to spot it.
Let’s jump right into it
First off, what is keyword cannibalization?
If you optimise numerous pages on your site for the same search query, you’re essentially competing with yourself, which can cause all of your sites to rank poorly. Keyword cannibalization is what we call it when this happens. Don’t panic if you think your website is suffering from keyword cannibalism. By following a few basic procedures, you may simply locate and repair them. Look Around Your Website
Looking up search queries relevant to your sector is a simple approach to look for keyword cannibalization.
Do a Google search using some of the phrases you use frequently if you’re a company that offers digital marketing services and routinely uploads content on marketing and SEO subjects, for example.
“SEO methods” or “marketing ideas for beginners” can be examples.
Tips to Avoid Keyword Cannibalization
Finding and fixing keyword cannibalization is possible, but it’s sometimes more cost-effective to prevent the problem than to remedy it.
How? Here are some expert-recommended tactics for avoiding keyword cannibalism and enhancing your digital marketing strategy.
📌 Make a keyword strategy that is specific to your business
If you’ve been in digital marketing for a while, you already know how important keyword strategy is. What’s the good news? One of the easiest methods to avoid keyword cannibalism is to fine-tune your chosen keyword approach such that there is no overlap or competition. In a nutshell, this entails optimising various pages for various keywords and search queries. Rather than having five sites competing for the search keyword “SEO advice,” you can optimise each page for a related but distinct query like as “digital marketing strategy,” “marketing techniques,” “SEO for beginners,” and so on and so forth.
📌 Keep tabs on your keyword rankings and performance
It’s not enough to have a keyword strategy. You must also track the performance of the keywords you wish to work with over time once you’ve identified them. Tracking keyword statistics on a regular basis can help you figure out which keywords are ranking, which have too much competition, which are at risk of cannibalism, and which require a boost.
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📌 Prioritize topics first, then keywords
When marketing teams grow more focused on optimising keywords than developing content around important themes, keyword cannibalization can occur. If you’re chasing keywords, there’s a good possibility you’ll overlook themes and content quality, which can hinder your progress toward your marketing objectives. Rather than devoting all of your resources to keyword research, make it a part of your marketing strategy to concentrate on subjects.
Determine the issues that your audience is interested in and devote your resources to meeting their needs. Allow the keywords to take a backseat.
This will assist build brand authority in the sector, as well as boost audience loyalty and attract new readers. What methods do you use to determine which topics your readers are interested in?
Here are some ideas for determining what your target audience wants:
- carry out surveys
- request feedback
- Organize social media polls and give away prizes in exchange for audience feedback.
- For inspiration, seek out to long-time readers who have been loyal to you.
You may also use Quora, Google’s “people also ask” feature, and Reddit to find out what your target audience is talking about and their pain concerns.
When you start applying these concepts into your content, the quality of your material will almost certainly improve, and your organic reach will grow without having to rely solely on keywords.
📌 Conduct regular audits of your content
So, you’ve created a great keyword strategy, set up tracking tools, and increased your focus on audience interest issues. So, what’s next? You must now do regular content audits to ensure that what you’re posting remains relevant to your readers’ interests and marketing objectives.
The following questions should be included in your content audits:
- Is the content you’ve written still relevant?
- Is the information you provide up to date?
- Are the figures accurate?
- Are you putting the right keywords first?
- Which themes and keywords are most relevant to your marketing objectives?
📌 Make Pages That Are Comprehensive
Some topics are too complex to be covered in a single blog article, therefore content teams decide to divide them into multiple posts. Because “how to earn money blogging” is such a broad topic, you’ll frequently find many entries addressing different aspects of it. A fast Google search for “how to make money blogging” yields three different results right away. The first discusses blogging for novices, the second discusses monetizing your blog in 2022, and the third discusses time constraints when it comes to monetizing a blog.
People assumed that keyword stuffing and utilising the same keyword on multiple sites would help their content rank higher a few years ago. This, however, is no longer the case. Now since you’re ranking several sites for the same keywords and search queries, you’re forced to compete with yourself, which reduces your chances of success. Instead, instead of small blog entries, focus on focused keywords for individual content, prioritise topics over keyword stuffing, and construct thorough landing pages. This has the potential to improve your search engine results page ranking and, as a result, your organic reach. Edinburgh Digital Marketing Agency will help you achieve your marketing goals.