What is keyword cannibalisation?
Keyword cannibalisation happens when multiple pages on your site are trying to rank for the same keyword. Instead of boosting your visibility, they end up confusing Google. The result? Google doesn’t know which page to rank, and they all end up performing worse.
It’s like having five people from the same team shouting the same answer in a quiz, nobody gets the point.
Why this matters for Shopify stores
On Shopify, this often happens without you even realising. For example:
- You create several collection pages with similar titles:
/collections/mens-hats, /collections/hats-for-men, /collections/mens-headwear - You write blog posts with overlapping topics:
“Best running shoes for 2025” vs. “Top shoes for running this year” - Your product and collection pages target the same phrases
Over time, Google sees a bunch of pages competing for the same search intent—and instead of one clear winner, they all get diluted.
How to avoid keyword cannibalisation
Here’s a no-nonsense guide to preventing (or fixing) keyword cannibalisation, especially for Shopify users:
1. Audit your content
Start by checking if you’ve got pages targeting the same keyword. Tools like Ahrefs, Semrush, or even Google Search Console can help spot overlaps.
Tip: Search in Google using:
site:yourstore.com keyword
You’ll see which pages are competing.
2. Map out your keywords
Plan your keyword strategy like a menu—one main keyword per page, and each page has a clear job.
For example:
- Homepage: brand-level keywords (“handmade ceramics UK”)
- Collection pages: category-level keywords (“ceramic mugs”, “stoneware bowls”)
- Product pages: long-tail or specific keywords (“hand-painted coffee mug with lid”)
- Blog posts: answer-focused or lifestyle keywords (“how to care for ceramic dishes”)
3. Combine or consolidate similar pages
Got two blog posts or collections doing the same job? Merge them. Pick the stronger URL, combine the content, and 301 redirect the weaker one to the stronger one. Clean and simple.
4. Use internal linking to your advantage
Tell Google what’s important. Link your blog posts and product pages back to the most relevant collection page using consistent anchor text.
Example:
“Check out our full range in the ceramic mugs collection.”
5. Write unique titles and meta descriptions
Even if pages are similar, make sure they don’t sound the same to search engines. Avoid using the same keyword-stuffed phrasing over and over.
Quick analysis: why this happens (and why it’s fixable)
Keyword cannibalisation usually isn’t caused by bad SEO—it’s caused by growth. You add new products, collections, and content over time, and it slowly builds up into overlapping territory. That’s why doing a quarterly SEO review can help catch it early.
The good news? Fixing cannibalisation doesn’t mean deleting content—it means organising it more strategically, so each page has a clear focus and supports the bigger picture.
Final thoughts
SEO isn’t about gaming the system anymore, it’s about structure, clarity, and helpfulness. Keyword cannibalisation is just a sign your content needs a bit of tidying up.
If you’re on Shopify, take time to:
- Map keywords intentionally
- Use collections and blogs to support—not compete with—your product pages
- Review what’s ranking and why
Think of it like spring cleaning for your content, and Google will reward you with a clearer path to better rankings.