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Keyword cannibalisation

Keyword cannibalisation is when two or more pages on the same site target the same query and intent, so they compete against each other in search…

Definition

Keyword cannibalisation is when two or more pages on the same site target the same query and intent, so they compete against each other in search rather than one page consolidating the site's relevance for that query. The search engine has to pick one, often alternates between them, splits internal and external link signals across them, and the result is that neither ranks as well as a single strong page would.

Cannibalisation is usually accidental: a topic covered by both a category page and an article, an old blog post and a newer guide on the same subject, or several near-duplicate pages created by a templated approach to keyword coverage. It is diagnosed by looking at which URLs from a site appear for a target query over time - if the ranking URL keeps changing between two pages, or two pages both hover at low positions, that is the signature.

In context

iGaming affiliate sites cannibalise easily because their content plans often generate overlapping pages: a "best fast payout casinos" list, a "quickest withdrawal casino" list and a "instant cashout casinos" list that are really the same intent; a general "casino bonuses" guide and a "welcome bonus explained" guide that overlap heavily; or an operator's review, its "bonus code" page and its "is it legit" page all competing for brand+intent queries. SERP-overlap keyword clustering during planning prevents most of this by mapping each intent to exactly one page.

Fixing existing cannibalisation means choosing the page that should own the query - usually the one with more links, better content, or the more logical URL - and then either merging the others into it (with redirects and consolidated content), differentiating them to target genuinely distinct intents, or de-emphasising them by removing the overlapping targeting and internal links. After consolidation the surviving page typically gains positions within weeks because the site's relevance for that query is no longer split.

Worked example

An affiliate has three separate list pages - "fast payout casinos", "instant withdrawal casinos", "quick cashout casino sites" - that all bounce around positions 8–15 for the same cluster. It merges them into one comprehensive page, redirects the other two, and the surviving page reaches position 4 within a month.

Related terms

Frequently asked questions

What does Keyword cannibalisation mean in iGaming?+
Keyword cannibalisation is keyword cannibalisation is when two or more pages on the same site target the same query and intent, so they compete against each other in search rather than one page consolidating the site's relevanc……
How is Keyword cannibalisation calculated?+
The calculation depends on the specific context, but typically involves standard iGaming metrics. See the worked example above for a practical illustration.
Why is Keyword cannibalisation important for affiliates?+
Understanding Keyword cannibalisation is essential for negotiating fair deals, tracking performance accurately, and maximising long-term revenue from iGaming partnerships.
What is a good keyword cannibalisation rate?+
Benchmark rates vary by jurisdiction, product type, and deal structure. Industry averages and competitive ranges are discussed in the definition above.
How does Keyword cannibalisation compare to alternatives?+
See the related terms below for direct comparisons between Keyword cannibalisation and alternative approaches used across the iGaming industry.
Where can I learn more about keyword cannibalisation?+
Browse our full iGaming glossary for 80+ terms, or explore jurisdiction matrix and commission calculator for practical tools.

Browse more iGaming terms in our glossary.

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