Keyword cannibalization is apparently worse for AI than for Google. How do you fix it?

Yes, cannibalization is significantly worse for AI. Here’s why:

Google’s Approach:

• Can rank multiple pages from same site
• Figures out best page for each query variation
• Tolerates some overlap

AI’s Approach:

• Wants ONE authoritative source per topic
• When confused, cites someone else entirely
• Doesn’t “pick between” your pages - just skips you

The AI Visibility Test:

Query your topic in ChatGPT/Perplexity. Document:

1. Which of YOUR pages gets cited (if any)?
2. Do different queries cite different pages of yours?
3. Do competitors with single comprehensive pages get cited instead?

If #2 or #3: You have AI cannibalization.

Diagnosis Framework:

The fix is almost always consolidation, not differentiation.

Step-by-step consolidation process:

Phase 1: Identify Cannibalizing Pages

1. List all pages targeting similar topics
2. Check Google Search Console for overlapping queries
3. Test AI citations for each
4. Group pages that compete

Phase 2: Choose the Consolidation Target

Pick the page to keep based on:

• Most backlinks
• Best current rankings
• Most traffic
• Best URL structure

This becomes your consolidated page. Others merge into it.

Phase 3: Content Audit

For each page being merged:

• What unique information does it have?
• What questions does it answer that others don’t?
• What should be preserved vs. redundant?

Phase 4: Create Consolidated Content

• Combine all unique information
• Organize with clear structure
• Eliminate redundancy
• Add FAQ section with schema
• Ensure comprehensive coverage

Phase 5: Technical Implementation

• 301 redirect all merged URLs to consolidated page
• Update internal links across site
• Update sitemap
• Submit to search consoles

Phase 6: Monitor

• Track rankings (may fluctuate initially, then improve)
• Track AI citations (should improve within 4-8 weeks)
• Verify redirects work properly

When to differentiate instead of consolidate:

Consolidation is usually better, BUT differentiation works when:

1. Different audiences “Email marketing for B2B” vs “Email marketing for e-commerce” These serve different people. Keep separate, make differences clear.

2. Different intents “What is email marketing” (informational) vs “Best email marketing tools” (commercial) Different stages of buyer journey. Keep separate.

3. Different depth levels “Email marketing basics” (beginners) vs “Advanced email automation” (experts) Clearly signal the audience in title and content.

How to differentiate effectively:

• Make titles clearly distinct
• Add audience/level indicators
• Different H1s and meta descriptions
• Don’t overlap content
• Link between them clearly (“For basics, see…” / “For advanced, see…”)

Test after differentiation:

Query AI with specific questions. If differentiation worked:

• “Email marketing for B2B” cites your B2B page
• “Email marketing for e-commerce” cites your e-commerce page

If AI still cites competitors or synthesizes, differentiation didn’t work. Consider consolidation.

Quick cannibalization audit:

Step 1: Export your content (10 minutes)

Get list of all URLs with:

• Title
• Primary keyword
• Word count
• Traffic

Step 2: Identify overlaps (30 minutes)

Sort by primary keyword. Look for:

• Same/similar keywords
• Similar titles
• Pages that would answer the same question

Flag potential cannibalization groups.

Step 3: AI test (1 hour)

For each group, test 3-5 relevant AI queries:

• Which page gets cited?
• Any citations at all?
• Who does get cited?

Step 4: Prioritize (30 minutes)

Rank cannibalization issues by:

• Traffic at stake
• AI citation opportunity
• Effort to consolidate

Step 5: Action plan

For top 5 issues:

• Document current state
• Plan consolidation
• Assign resources
• Set timeline

This audit reveals your biggest opportunities in about 3 hours.

Preventing future cannibalization:

Before creating new content:

1. Search your site for existing coverage
2. Check if topic is already covered elsewhere
3. Decide: new page or expand existing?

Default to expanding existing content rather than creating new pages on similar topics.

Content brief requirements:

Every new content brief should include:

• Search of existing content completed
• No overlapping pages found, OR
• Plan to consolidate with existing page

Ongoing maintenance:

• Quarterly content audit
• Identify new cannibalization issues
• Consolidate before it becomes a problem

The mindset shift:

Old: “More pages = more chances to rank” New: “Fewer, better pages = authority signals”

Especially for AI visibility, one comprehensive page beats multiple thin pages every time.

This thread gave me a clear fix plan. Key takeaways:

Why AI cannibalization is worse: Google tolerates overlap. AI wants ONE authority. When confused, AI cites competitors.

Our Action Plan:

Phase 1: Audit (This Week)

• Export all content with keywords
• Identify cannibalization groups
• AI-test each group for citations

Phase 2: Prioritize (Week 2)

• Rank by traffic impact and AI opportunity
• Top 5 groups for immediate action

Phase 3: Consolidate (Weeks 3-6)

• Create comprehensive consolidated pages
• 301 redirect old URLs
• Update internal links

Phase 4: Prevent (Ongoing)

• Require cannibalization check in content briefs
• Quarterly audit for new issues
• Default to expanding, not creating new

Expected Results:

• Higher rankings for consolidated pages
• AI citations where we had none
• Better user experience

Key insight:

For AI, clarity of authority matters more than quantity of pages. One comprehensive page > multiple competing pages.

Thanks everyone for the process and data!