While major enterprise tools like Screaming Frog, Google Analytics (GA), Search Metrics and Deepcrawl can somewhat quickly help identify keyword cannibalization and redundancy issues, there are a select few less well known tried and true techniques that take much of the tooling and guessing out of the equation.
Siteliner is a limited use tool for anybody seeking something free. That said, it does a great job at identifying redundancy issues.
Entering in your site on the homepage will run a scan and deliver potential duplicate content issues. Once submitted, click ‘duplicate content” to identify potential crossover among various pages and templates. See below:
Once there, click into individual pages to leverage the highlighter crossover tool. This shows identical text from other areas of the site. See the example below:
This is by far one of the easiest tools for quickly identifying and fixing dup content issues, particularly for smaller ecommerce sites using boilerplate sales language across category and product pages.
This could be obvious to weathered SEOs, but it’s a very bulky tool with a lot going on. Like siteliner, it’s also not free.
The most efficient way to quickly identify potential cannibalization issues with SEMRush is to run a domain level search and navigate to the organic research section. From there, an advanced filter for keywords containing ‘example phrase’ will provide a list of search engine visible keywords.
Once processed, select the drop down option from the leftmost area of the table to see what page(s) may have ranked for each designated keyword.
Shown here are two pages fighting for one keyword. *Note Although not demonstrated in the image above, those pages are identifiable just beneath the dates.
While it’s pay to play, Semrush provides even greater functionality via projects. The tool/feature is known as “On Page SEO Checker.” It’s likely not worth the extra bucks, but it does quickly call out competing pages.
This one should be obvious, but often gets disregarded for different reasons. A ‘site’ search is an advanced search in Google that uses the ‘site:’ search operator to identify internal pages of a website. It’s used like so: “site:www.example.com”.
When paired with a keyword or phrase, it can be used to filter the most important pages for that particular keyword or phrase. For example, “site:www.example.com example keyword”.
*Note this can also be mixed with other search operators as well, like exact match (“), phrase() and more.
An example of how this could work is featured in the screenshot below:
According to this search, rowedigital.com’s strongest page for ‘duplicate content’ is https://www.rowedigital.com/title-tag-seo-the-only-resource-youll-ever-need/. It’s also the only result.
This is highly contrasted against ‘link building’ (shown below).
While more tooling and research would be needed, it’s possible there’s some crossover between these different pages on link building. It’s also very likely there’s some competition going on.
Perhaps the most favorable and easily forgettable of all methods is GSC’s performance feature. Formally known as ‘search analytics.’ To identify potential cannibalization issues, navigate to ‘performance’ and filter by keyword. Then, toggle to pages just beneath the main line graph block. See below:
A list of ranking pages and respective stats will appear, along with information about the categories progress over time. Drill down into individual pages to view each one by one.
In line with the example above, Rowe Digital gets visibility across 5 different pages for the phrase ‘link building services,’ and again is likely experiencing some internal competition.
As mentioned above, there are enterprise tools that will do these sorts of things. There are also some that will provide recommendations.
The above four methods can prove especially valuable for management, and are among the best in helping to streamline content and rankings. Using them to keep a pulse on internal cannibalization can help get ahead of the competition earlier rather than later.
For help with duplicate content and cannibalization, please contact us directly here.