Google Debunks SEO Myth of Keyword Cannibalization
John Mueller clarifies why multiple pages ranking for the same query isn’t a problem and what SEOs should focus on.
2 min readHighlights
John Mueller says keyword cannibalization is not a real SEO issue.
Multiple pages ranking for one query can be positive.
Real problems include weak content, poor linking, and duplication.
Source: Image created by Martech Scholars_John Mueller Busts the Keyword Cannibalization Myth.
Google’s John Mueller recently addressed one of SEO’s most misunderstood concepts: keyword cannibalization. The discussion arose after an SEO asked about multiple pages ranking for the same search queries, fearing it would damage visibility. Mueller acknowledged the need to reduce unnecessary duplication but emphasized that keyword cannibalization is often misunderstood and overhyped.
What Is Keyword/Content Cannibalization?
Keyword cannibalization is the belief that a site cannot rank properly if multiple pages target the same keyword phrases. It’s often tied to the SEO fear of duplicate content. In reality, the concept is vague, misleading, and rarely identifies the true reasons why pages may fail to rank.
The term has become a “catchall” explanation that masks deeper problems such as unfocused content, weak internal linking, or thin pages. That’s why many SEOs seek clarification from Google—because the concept doesn’t hold much weight.
SEO Confusion Over Rank Tracking
Some of the confusion came from Google’s recent update blocking rank trackers from scraping 100 results at once. This led to speculation that Google Search Console (GSC) no longer reports impressions beyond the top 20 results. Mueller clarified this was false—GSC continues to show real impression data based on actual user searches, not just the top 20.
Is It Really Cannibalization?
In response to whether multiple pages appearing for the same query signals cannibalization, Mueller explained it’s not a problem at all. In fact, it can be a positive signal.
He noted:
“Search Console shows data when pages were actually shown, not theoretical guesses. If you see multiple pages ranking for the same query, that’s not automatically a bad thing. It’s not cannibalization if it’s just theoretical.”
Instead of worrying, SEOs should focus on improving page quality and eliminating real duplication. Just because two or three pages show up together in results doesn’t mean they are competing. Mueller even compared it to cheese: many different pages—recipes, shops, pairings—can appear together without being duplicates.
Real SEO Issues Behind Poor Rankings
The true problems SEOs should address include:
- Pages becoming too long and unfocused.
- Content straying into off-topic sections.
- Weak internal linking between related pages.
- Thin or near-duplicate content across sections.
These factors—not keyword cannibalization—are why multiple pages fail to rank effectively.
The Takeaway
The ongoing debate around keyword cannibalization highlights how the SEO community sometimes accepts myths without questioning their basis. As Mueller explained, the real issue is not that multiple pages surface for the same query, but whether those pages are useful, well-linked, and meet user needs.
Diagnosing ranking issues with vague labels like “cannibalization” oversimplifies the complexity of SEO. Looking closer at site structure, content quality, and user intent usually reveals the real reasons pages underperform. In short, keyword cannibalization isn’t the problem—poor content strategy is.
